Presentation at the Fourteenth International Conference on the Inclusive Museum, 8–10 September 2021. A presentation by Katerina Zourou and Elisa Pellegrini, Web2Learn, Greece. Part of the activities of the EU-funded project The GLAMers https://glamers.eu/

1. Digitally mediated youth engagement in
GLAMs during the pandemic
Katerina Zourou, Elisa Pellegrini, Web2Learn, Greece
Fourteenth International Conference on the Inclusive Museum, 8–10 September 2021.
The project is co-funded by the Erasmus+
Programme of the European Union
Erasmus+
Galleries
Libraries
Archives
Museums

2. Youth digital engagement
in GLAMs- why this topic?
• Few studies addressing youth audience in outreach activities of cultural
organisations
• Youth increasingly engaged in activism, especially during the
pandemic: hackathons, digital volunteering, maker culture, open
innovation, bottom-up, crowdfunded initiatives => civic engagement/
social participation activities

3. Some observations
Young people are increasingly
engaged with culture through
digital channels
”Digital is not just something that
happens on screens, but it also
combines action: young people
expect to be able to participate,
shape and create media”(Flowers,
2018)
=> looking into ways that youth
can increase the social value of
cultural heritage institutions.

4. Diverse and pressing needs expressed by GLAMs in the COVID-19 crisis
Indicatively:
Europeana 2020 workshop & report

5. Scope of the study
• Create a collection of exemplary youth engagement practices
developed by European GLAMs during the current COVID-19
pandemic.
• Share experience and lessons learned among GLAMs and support
cultural heritage organisations in building resilience and agility.
• Better understand the challenges and opportunities presented
when addressing a young audience in the GLAMs outreach
activities.

6. Methodology

7. Methodology stage 1:
desktop research & literature review
Answers to the questions:
• Which practices are developed by GLAMs
in Europe during the pandemic?
• What forms of youth audience
engagement can be depicted?
• Which technologies have been used?

8. Methodology stage 2: surveys, interviews,
analysis
Answers to the questions:
• What do GLAM experts say about
• The challenges and opportunities in
engaging youth during the pandemic?
• Needs of GLAMs with respect to digital
audience engagement?
• Ways to address youth, in particular
during lockdowns/ limited mobility
phases?

9. A collection of 15 original practices
#GiacomettiChezVous
Giacometti Foundation, Paris, France
Remake with FoamAtHome
Photography Museum (FOAM), Amsterdam, The Netherlands
1,2,3, caught!
Museum of Arts and Crafts (MUO), Zagreb, Croatia
Singer TV kids
Singer Laren, Laren, The Netherlands
My Home is My Museum
National Museums Liverpool, Liverpool, United Kingdom
Imaginary Museum in Citadel Park (Imaginair Museum in Citadelpark)
The Municipal Museum of Contemporary Art (S.M.A.K.), Ghent, Belgium
Anne Frank Video Diary
Anne Frank House, Amsterdam, The Netherlands
Car adventure (Une aventure en voiture)
Museum of Contemporary Art (MAC) of Lyon, France
Everyday heroes
Museum of Cycladic Art, Athens, Greece
Design-Me-Home
Triennale Milano, Milan, Italy
Brights Sparks Creative Bursts
Museum of Literature Ireland (MoLI), Dublin, Ireland
Waiting for Spring. A Merry-go-round at the Uffizi Galleries
Uffizi Galleries, Florence, Italy
Nature at home (Natureza Em Casa)
Serralves Foundation, Porto, Portugal
Virtual Art Break
Espoo Museum of Modern Art (EMMA), Espoo, Finland
Drawing Day
Northern Ireland War Memorial Museum, (qNIWM) Belfast,
UK
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10. ● COVID-19 responsiveness Designed as a response to the pandemic
● Youth engagement Children targeted
● Easy to use technology Email and hashtags #MakeArtAtHome #MuoEducation
#MuoKids
● Collection in context Initiative developed stemming from a photograph held in
the museum collection
● Self-expression Creative task where children create a photo of suspended
movement
5-item typology
A standard presentation matrix for all practices

12. Insights into few indicative examples

13. Example #1: #GiacomettiChezVous
Giacometti Foundation, Paris, France Easy to use technology Social media:
Instagram
Collection in context: 10 downloadable
tutorials (pdf format) of creative activities
around the museum’s collection, called “play
it like Giacometti”.
Self-expression Challenges launched on
social networks. Young persons are invited to
participate in the challenge and to post their
final creation resulting from the workshop on
Instagram. For instance, tutorial #1 titled “A
Giacometti in my bedroom” consisted of
creating sculptures freely inspired by
Giacometti's works, using linen, clothes
and everyday objects.
https://www.fondation-giacometti.fr/fr/pedagogie#/fr/article/369/joue-la-comme-giacometti

14. Example #2: Nature at home (Natureza Em Casa)
Serralves Foundation, Porto, Portugal
Easy to use technology Museum's website
Collection in context Environment themed
activities related to the park of the museum and
to nature in general
Self-expression DIY workshops online.
Example: In activity #17 “Bioversidade em casa”
(Biodiversity at home), children represent the
biodiversity of their city by building a stage and
characters with reused materials.
=> explore the different living beings that
inhabit their city, using, for example, illustration
books and/or photographs to identify species.
Children then construct a fictional narrative
about the landscape and draw representative
silhouettes of the species.
https://www.serralves.pt/en/institucional-
serralves/18.09.01.01.03-sole-servicoeducativo-
atividadesonline-atividadesambiente-naturezaemcasa/

15. Example #3: Choreographic performances on TikTok
Théâtre national de la danse de Chaillot
Easy to use technology TikTok
Collection in context : live choreographic
performances
Self-expression
Live choreographic event on 15 December 2021, via
@theatre_chaillot on TikTok.
Choreographic performances by artists at the art
deco interior of the National Dance Theater.
With flamenco by David Coria, urban-inspired dances
by Jann Gallois, offbeat visits by Brigitte Seth and
Roser Montlló Guberna, students of the
Conservatoire national Supérieur de Musique et de
Danse in Paris and Angelin Preljocaj.
https://www.tiktok.com/@theatre_chaillot?is_copy_url=1&is_from_webapp=v1
http://www.club-innovation-culture.fr/seconde-saison-culture-france-tiktok/

16. Example #4: My Home is My Museum
Easy to use technology Social media
Collection in context Winners take part in a
digital exhibition and meet a curator who
shares tips on setting up a blockbuster
exhibition
Self-expression Children curate their very own
art gallery, inspired by their experience/life
Children were asked to name their exhibition,
design a poster and create a promotional
video to be shared on social media
using the hashtag #MyHomeIsMyMuseum.
https://www.liverpoolmuseums.org.uk/my-home-my-museum
National Museums Liverpool, Liverpool, UK.

17. Example #5: Remake with @FoamAtHome
Photography Museum (FOAM), Amsterdam, The Netherlands
Easy to use technology Social media: Instagram
Collection in context Participants draw
inspiration from artworks of Dutch
photographers from the museum’s collection or
exhibitions
Self-expression Interpret an artwork and create
one’s own.
Every week a new photo was uploaded on the
Instagram profile of the museum. Participants
with the most exciting remakes won prizes.
https://www.foam.org/museum/remake

18. Pieces of advice by the project leaders of the
GLAM initiatives

19. The publication The infographics
https://glamers.eu/io1-use-cases-collection-of-digitally-mediated-youth-engagement-for-glams-during-the-pandemic/
Results
available
open
access on
the
project
website

20. Training opportunities: webinars for GLAMs to leverage their digital transformation
through youth participation.
45-minute webinar on September 29 (in cooperation with Europeana)
Practices of digitally mediated youth engagement in GLAMs during the pandemic
https://pro.europeana.eu/event/practices-of-digitally-mediated-youth-engagement-in-glams-
during-the-pandemic
3h workshop on October 13 (in cooperation with Europeana)
Youth audience engagement during COVID: digital ideas and methods from The GLAMers
https://pro.europeana.eu/event/youth-audience-engagement-during-covid-digital-ideas-and-
methods-from-the-glamers
Follow-up webinar in mid-November
NEXT STEPS

21. The project is co-funded by the Erasmus+
Programme of the European Union
The views and opinions expressed in this presentation are
the sole responsibility of the author and do not necessarily
reflect the views of the European Commission.
https://glamers.eu/
Thank you for
your attention!
https://web2learn.eu/
@web2learn_eu
Erasmus+
2021-2023

22. Opening the discussion
GLAMs in most common digital networking spaces of youth (here: Tiktok)
http://www.club-innovation-culture.fr/musees-lieux-culturels-francais-tiktok/
Tik Tok video on the #cultureTikTok campaign:
https://www.tiktok.com/@theatre_chaillot/video/6906105094962531585?is_copy_url=1&is_from_webapp=v1
#cultureTikTok https://www.tiktok.com/tag/culturetiktok?is_co
● How technologies mostly
used by youth affect
communication and
engagement strategies of
practices of GLAMs?
● How the audience
relationship changes by the
adoption of more youth-
related technologies?