Seminar at IMT Lucca - Spring 2015

Prof. Stefano Gazziano

sgazziano@johncabot.eu

Data, Value, People

Physicist, when computer science began in late ‘70s. Fulbrighter at Georgia Tech Private entrepreneur Data analyst for ENI Visiting scientist at UC Berkeley, first personal web page June 1994 ENEA the Italian National Energy Agency since 1994

◦ head of international programs, ◦ delegate to OECD and G8, ◦ head of IT services, ◦ senior assistant to CEO ◦ head of technology transfer programs.

Adjunct prof at John Cabot University since 1999 Seconded expert to EU, Italian government, Latin America & Middle East

institutions Consultant in Web Reputation Management Special interest for the role of Internet in the creation of democratic consensus

◦ Campaign manager for a number of political elections in Italy ◦ Author of “Internet e politica 2005” prefaced by Romano Prodi, former President of the

European Commission and former PM of Italy

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Abstract How "Being Digital" adds value to a cultural heritage site.

Augmented v/s virtual reality. Data analysis and digital contact with visitors. Internet presence, the role of website and social networks. Tools and platforms.

Course Aims Expose the students to state-of-the-art technologies and

applications of Internet platforms and tools to improve the online presence and the experience of visitors to cultural heritage sites and museums.

Learning Outcomes At the end of the course students will have a clear overview, and

will have explored in-depth selected case studies, of management of the digital side of a museum or C.H. Site.

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Internet is a powerful a channel to spread info, and culture, which power towards management of cultural heritages is just being unleashed. Topics Pros and cons of using internet in managing cultural

heritage assets. The "death of distance" and motivation to cross real

distances. "Being digital" helps increase real visits. Virtual Museums, Virtual reality, Augmented reality:

technologies and content to improve the user experience of cultural heritage sites

Internet platforms, on-site installations, mobile devices, cloud computing platforms.

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Internet is a gold mine, users are the nuggets. Let us learn how we can enrich culture.

Topics

What is “Big data” and what use it is.

“Analytics” or who are our internet visitors, what are they looking for, and do they found it on our internet presence ?

Data acquisition. Open data standards.

Digital contact with users. Before and after the visit.

Museum analytics, assessing user satisfaction. Case study.

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Internet has rules, netiquette, and we must conform and be smart. A few “musts” to put cultural heritage on the net.

Topics

Search Engine Optimization. Content updates, internet staff.

Web reputation management.

Search engine marketing: crawling, indexing, ranking.

Analitycs and conversions of a web site.

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The web is really a wide world, and there is a lot more to do than just publish a web site.

Topics

Social networks: engagement techniques and online tools.

Going viral. Case study

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Internet is a powerful a channel to spread info, and culture, which power towards management of cultural heritages is yet to be unleashed. Topics Pros and cons of using internet in managing cultural

heritage assets. The "death of distance" and motivation to cross real

distances. "Being digital" helps increase real visits. Augmented reality: technology and content to improve the

user experience of cultural heritage sites Internet platforms, on-site installations, mobile devices,

cloud computing platforms. Stefano A Gazziano

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The Death of Distance: How the Communications Revolution Is Changing our Lives by Frances CairnCropss, 2001.

Being Digital, by Nicholas Negroponte, 1995 Augmented Reality from Wikipedia Europeana Augmenting Phenomenology: Using Augmented Reality to

Aid Archaeological Phenomenology in the Landscape Journal of Archaeological Method and Theory Volume 19, Issue 4 , pp 582-600

Apps for augmented reality in Tourism Digital Meets Culture

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Augmented reality and cultural heritage Techcooltour Personalized access to cultural heritage Muse apps for Europe Saving Ancient Egypt one tweet at a time Digital Invasions Social media and crowdsourcing v/s cultural heritage Digital Cultural Heritage Roadmap for preservation Digital Heritage 2013 – France MIT Theorizing Digital Cultural Heritage

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Our priority is to have real visitors or just disseminate culture ?

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Our priority is to have real visitors or just disseminate culture ?

Virtual tour is just a vicarious experience or encourages real visits ?

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Our priority is to have real visitors or just disseminate culture ?

Virtual tour is just a vicarious experience or encourages real visits ?

Is the money worth spending ?

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Our priority is to have real visitors or just disseminate culture ?

Virtual tour is just a vicarious experience or encourages real visits ?

Is the money worth spending ?

Do we have adequate skills / staff / knowledge for a suitable and updated web presence ?

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Our priority is to have real visitors or just disseminate culture ?

Virtual tour is just a vicarious experience or encourages real visits ?

Is the money worth spending ?

Do we have adequate skills / staff / knowledge for a suitable and updated web presence ?

… any other issues …

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MIT Media Lab 1995 seminal book

From Atoms to bits

Sixth sense project , imagine that applied to a museum or site visit

Lure visitors, be at the frontier

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Negroponte presents a strong belief that humanity is inevitably headed towards a future where everything that can will be digitalized (be it newspapers, entertainment, or sex). This leads Negroponte to a quote repeated often in promoting and explaining the book's material, that the book is made of "unwieldy atoms" that will probably be replaced by a digital copy by the time anyone reads it. Several e-books exist of Being Digital [2] making the quote rather prophetic.

Being Digital also introduced the "Daily Me" concept of a virtual daily newspaper customized for an individual's tastes. This prediction has also come to pass with the advent of web feeds and personal web portals.

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"Negroponte Switch".[1][2][3]

◦ Put simply he suggested that due to accidents of engineering history we had ended with static devices - such as televisions receiving their content via signals travelling over the airways while devices which should have been mobile and personal - such as telephones were receiving their content over static cables.

◦ It was his idea that a better use of available communication resource would result if the information (such as phone calls) going through the cables was to go through the air and that going through the air (such as TV programmes) was to be delivered via cables.

◦ Negroponte called this "trading places," but his co-presenter (George Gilder), at an event organised by Northern Telecom called it the "Negroponte Switch" and that name stuck.

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First published in 1997, Cairncross' provocative book - based on evidence from two sweeping surveys on telecommunications – argues that new communications technologies are rapidly obliterating distance as a relevant factor in how we conduct our business and personal lives.

For the first time in the history of mankind, where we were born may not matter. The story today is not only the diminishing importance of distance, but also the mobility and ubiquity of technology

Digital natives travel easy, and choose where to go based on quality and detail of info available

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Philippe de Montebello, ex-director of the Metropolitan Museum of Art, acknowledged the growing importance of new technologies for the museum. In his own words, “Internet will force us to reinvent museums“.

However, is this really the case? What is the impact that new technologies – particularly virtual reality – are having on the institution? http://interartive.org/2009/11/virtual-museums/#sthash.9OR2jaXQ.dpuf

In the end: any CH management simply cannot avoid to face the digital world. Question is just: how.

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We shall focus on the visitor experience, virtual and real,

and the digital contact with CH audience via the Internet

We will not touch many other significant technologies e.g. : to support discovery, study, restoration, like 3D scan, e.m. analysis (gamma, x-ray, THz…), seismic protection, if interested please see http://patrimonioculturale.enea.it/

Sample applications ◦ Reconstruction of the past (e.g. Rome Reborn) ◦ Digital Technologies for C.H. ◦ Digital Libraries : Europeana

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Virtual Museum

Virtual Reality

Augmented Reality

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Virtual Museum ◦ digital entity that draws on the characteristics of a museum, in order to complement,

enhance, or augment the museum experience through personalization, interactivity and richness of content.

◦ Virtual museums can perform as the digital footprint of a physical museum, or can act independently

Google cultural institute and Rijksmuseum The leading international conference in the field of museums and their

websites is the annual Museums and the Web conference. In 2004, Roy Hawkey of King's College London reported that "Virtual visitors to

museum websites already out-number physical (on-site) visitors, and many of these are engaged in dedicated learning".[15]

In establishing virtuality and promoting cultural development, the goal is not merely to reproduce existing objects, but to actualize new ones. Information and communication technologies are not merely tools for processing data and making it available, but can be a force and stimulus for cultural development.[16]

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Artificial representation of a simulated world, existing only on a computer platform

Vassar College

Sistine Chapel

In Second Life

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Artificial representation of a simulated world, existing only on a computer platform

Cinquecentenario

Palladiano

In Second Life

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Recreating the past v/s real world 3D scan

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Virtual school CINECA

Virtual Archeology 2014

Virtual Museum of Iraq

Smithsonian National Museum of Natural History

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Europeana

Google Cultural Institute

Google Open Gallery

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Virtual Reality ◦ “an artificial environment which is experienced through

sensory stimuli (as sights and sounds) provided by a computer and in which one’s actions partially determine what happens in the environment“ 2 - See more at: http://interartive.org/2009/11/virtual-museums/#sthash.9OR2jaXQ.dpuf

Augmented Reality ◦ Special tools and devices to offer Information to visitors of real

world sites “augmented” vision with digital info overlay

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Geolocalization + Image recognition + database info

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Available Technology

Available Technology

Internet

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The Case of Google Glass ◦ wearable technology with an optical head-mounted display (OHMD). ◦ developed by Google with the mission of producing a mass-market

ubiquitous computer. ◦ Google Glass displays information in a smartphone-like hands-free

format. ◦ Wearers communicate with the Internet via natural language voice

commands. ◦ Google started selling a prototype of Google Glass to qualified "Glass

Explorers" in the US on April 2013, for $1,500. Available to the public on May 2014 for the same price.

◦ On January 15, 2015, Google announced that it would stop producing the Google Glass prototype but remained committed to the development of the product. In their eyes Project Glass was ready to 'graduate' from Google Labs, the experimental phase of the project.

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“a live direct or indirect view of a physical, real-world environment whose elements are augmented (or supplemented) by computer-generated sensory input such as sound, video, graphics or GPS data. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality”

Create content: pictures , information, video, sounds

Define and edit a layer on the publishing site

Prepare the database create information, video

Gather POIs information using Google Maps

Build a web service using Layar API

Test the layer

Publish the layer

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Layar

Google

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real visitors come when they cross our disseminated culture ?

Virtual tour should not be a vicarious experience but a powerful advertisment to encourage real visits

Is the money worth spending ? Use free tools and cloud platforms as much as possible. Do not enter into costly proprietary committments. You are not Google let’s face it.

Do we have adequate skills / staff / knowledge for a suitable and updated web presence ?

Please express your opinion: what use can you do of today’s learning.

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