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Digital Culture and the
Shaking Hand of Change
Michael Peter Edson
Kulturstiftung des Bundes
German Federal Cultural Foundation Digital Fund
30 November 2020
Michael Peter Edson
Michael Peter Edson (that’s me!)
Twitter: https://twitter.com/mpedson
Website/blog: https://usingdata.com
● 30 years in museums
● Smithsonian Director of Web Strategy
● Co-founder, Museum for the U.N.
● Strategist and leadership consultant
● Intense interest in helping cultural
organizations to succeed in The Age of
Scale
Background
The world has
changed in three
dimensions: scope,
scale, and speed
https://www.slideshare.net/edsonm/the-age-of-scale-18954410
The “dark matter” of
the Internet is open,
social, peer-to-peer,
and read/write
https://www.slideshare.net/edsonm/dark-matter-the-dark-matter-of-the-internet-is-open-social-peertopeer-and-read-write
How to drive
change across the
cultural sector
https://www.slideshare.net/edsonm/how-change-happens
How to get
things done.
https://www.slideshare.net/edsonm/think-big-start-small-move-fast
Congratulations to the new grantees!
Questions
15 projects
36 institutions
€13.2 million in
grants
https://www.kulturstiftung-des-bundes.de/en/programmes_projects/film_and_new_media/detail/digital_culture.html
Questions
Some overarching
questions lie beneath
the surface of these
Digital Fund grants…
https://www.kulturstiftung-des-bundes.de/en/programmes_projects/film_and_new_media/detail/digital_culture.html
1. What does digital society look like in
the future?
2. What role should cultural institutions
play in the future?
3. How can cultural institutions shape
and respond to digital change?
Questions
https://www.kulturstiftung-des-bundes.de/en/programmes_projects/film_and_new_media/detail/digital_culture.html
How you answer
these questions
depends a lot on the
“problem space” you
think you’re working
in & where you stand
in relation to it.
1. What does digital society look like in
the future?
2. What role should cultural institutions
play in the future?
3. How can cultural institutions shape
and respond to digital change?
A Problem Space
Sometimes it’s useful
to set up a “problem
space” when you’re
trying to wrap your
head around big,
complex questions.
I think of a problem space
as a 3-d container for of all
the factors, influences,
goals, ideas, questions,
concepts, and ways of
doing things that come up
as you start working on
something hard.
A Problem SpaceLet’s call this our
Digital-Cultural-
Societal Problem
Space
Digital-Cultural-Societal
Problem Space
( I think of this not as a
cube but as a huge
shape without
boundaries — but
that’s hard to draw. )
What does digital society
look like in the future?
What role should cultural
institutions play in the
future?
How can cultural
institutions shape and
respond to digital change?
Begin by
putting your
first order
questions in
the problem
space……
Digital-Cultural-Societal
Problem Space
Digital-Cultural-Societal
Problem Space
Scope, Scale, Speed
Change
The Future
Institutions
Museum
missions
Local
communities
Dark Side of
Social Media
Covid
Climate
Emergency
Culture
Action
Digital/physical The Handoff
Disinformation
And then add
things as you
investigate the
problem further
Digital-Cultural-Societal
Problem Space
Your
program
brief
Digital-Cultural-Societal
Problem Space
Scope, Scale, Speed
Change
The Future
Institutions
Museum
missions
Local
communities
Dark Side of
Social Media
Covid
Climate
Emergency
Culture
Action
Digital/physical The Handoff
Disinformation
Critical examination
of digital culture
Community-oriented
development of digital
culture
Digital Culture and the Shaking Hand of Change
Digital-Cultural-Societal
Problem Space
Scope, Scale, Speed
Change
The Future
Institutions
Museum
missions
Local
communities
Dark Side of
Social Media
Covid
Climate
Emergency
Culture
Action
Digital/physical The Handoff
Disinformation
Critical examination
of digital culture
Community-oriented
development of digital
culture
How…respond to tech
innovations?
What forms…with
visitors…benefit orgs the
most?
Perspective
One of the powerful
features of a problem
space is that you can
rotate it around to see
what the problem looks
like from different
perspectives.
Digital-Cultural-Societal
Problem Space
Look by Markus from the Noun Project
In this way it is
similar to
anamorphic
sculpture: it takes
on new meaning
when you view it
from a certain angle
Digital-Cultural-Societal
Problem Space
https://www.boredpanda.com/gun-country-installation-usa-map-michael-
murphy/?utm_source=google&utm_medium=organic&utm_campaign=organic
Anamorphic sculpture: Michael Murphey’s Gun Country
Top-down authority
Some problems
seem impossible to
solve when seen
from one perspective,
but new insights arise
when seen from a
different angle.
Bottom-up
collaboration
Digital-Cultural-Societal
Problem Space
Short-term revenue
Long-term reputation
Digital-Cultural-Societal
Problem Space
Publishing on
our website
Publishing on
Wikipedia
Digital-Cultural-Societal
Problem Space
Conservative, risk-averse
leadership / management
Open, risk-tolerant
leadership / management
Digital-Cultural-Societal
Problem Space
“I am Louise, a young
immigrant in the community”
“I am the chief curator
of the museum”
Digital-Cultural-Societal
Problem Space
Museum
missions
Local
communities
Climate
Emergency
From some perspectives
the connections between
issues become more
apparent and new
directions for work or
inquiry reveal themselves.
Digital-Cultural-Societal
Problem Space
Digital society Culture
Digital-Cultural-Societal
Problem Space
Museum
missions
Local
communities
Climate
Emergency
Disinformation
Digital society CultureDisinformation
Digital-Cultural-Societal
Problem Space
Museum
missions
Local
communities
Climate
Emergency
Art students
Social justice
Digital-Cultural-Societal
Problem Space
You can use a problem
space as a tool to
question the assumptions
behind your choice of
perspectives…
?
?
?
For example:
Does an organizationally-centric perspective yield more
valuable insights than a citizen-centric perspective?
Digital-Cultural-Societal
Problem Space
Organizations
as primary
beneficiaries
People and
communities
as primary
beneficiaries
Which perspective is more
generative? Which is more
clarifying? Which yields
better questions and more
actionable insights?
Digital-Cultural-Societal
Problem Space”culture”
Social justice
Community life
These arrows don’t just run
one way, they run both
ways: what you see in the
problem space can affect
you & your sense of what’s
possible…and what is right.
Broad social
relevance
Narrow
connoisseurship
Unavoidable Issues
In our digital-
cultural-societal
problem space, I
think a few issues
are unavoidable,
almost as if they are
part of the
atmosphere itself.
Digital-Cultural-Societal
Problem Space
Unavoidable issues
(via some stories)
1. “Culture” in Oakland,
California
https://commons.wikimedia.org/wiki/File:View-from-Broadway-street-towards-San-Francisco-Oakland-bridge.jpg
In the 1990’s the
Urban Institute
conducted a study of
cultural participation
in under- privileged
communities in
Oakland, CA.
“Where do you get your culture?”
https://commons.wikimedia.org/wiki/File:View-from-Broadway-street-towards-San-Francisco-Oakland-bridge.jpg
Researchers went
to the streets and
asked people
“Where do you get
your culture?”
…They were
invariably met with
a response of “We
don’t have that
kind of stuff around
here.”
“Who are the creative people in
your community?”
https://commons.wikimedia.org/wiki/File:View-from-Broadway-street-towards-San-Francisco-Oakland-bridge.jpg
To the researchers’
credit, they went back
to the office and re-
worked their
question…
When they returned
several months later
they asked, “Who are
the creative people in
your community?”
https://flic.kr/p/q7SVTd Daniel Arauz 2014/12/13 Millions March Oakland Millions March Oakland CC-BY-SA 2.0
When they asked the
question this way they got
an outpouring of information
about the artists, musicians,
writers, rappers,
choreographers, and other
’creatives’ in their
neighborhoods.
The problem wasn’t that
people didn’t have cultural
and creative lives…
https://commons.wikimedia.org/wiki/File:Bboy_Luan.jpg
The problem was that people
didn’t identify their creative and
cultural lives with the institutions
that were founded and funded to
serve them.
Digital Cultural Resources
2. Digital Cultural Platforms - “It’s not for me”
In 2005 I visited this
digital humanities class
at the University of
Oklahoma.
A student was
presenting his
evaluation of a
renowned national-
scale digital public
library project…
Photo by Michael Peter Edson, CC-BY 2015
Digital Cultural Resources
“It’s not for me”
Photo by Michael Peter Edson, CC-BY 2015
(Paraphrasing the student)
“I visited the site and I was excited to search
for my favorite book, Cannery Row by John
Steinbeck.
But when I did the search all I got back was
10 pages of obscure resources, sorted by
whatever institutional collection they were
part of…and no book.
I immediately realized…that this website, it’s
not for me.”
This premiere, national-
scale digital platform
was built to fulfill the
needs of it’s funders
and collections-holders,
but not the audiences it
was meant to serve.
3. Social impact, “We have failed to make the case”
Covid-19 and digital capacity “sense making”
Europeana Foundation workshops & report
A 3-week
“sense making”
workshop with
60 digital
cultural
professionals
from 20
countries.
…More admiration
was given to local
businesses, poets,
artists, and others
who have opened
up and innovated
during the crisis
Participants
expressed a
general sense
of dis-
satisfaction with
the cultural
sector’s
response to
COVID-19
Report, July 2020
https://pro.europeana.eu/post/digital-transformation-in-the-time-of-covid-19-sense-making-workshops-findings-and-outcomes
Report
4. MacArthur Foundation $100 & Change grants
https://www.nytimes.com/2016/06/03/us/macarthur-foundation-will-award-100-million-for-solution-to-a-global-problem.html
The MacArthur
Foundation is in the
process of making a
single $100m USD grant
to solve a big problem.
I have been a juror for this
process, and one of the
things that has struck me is
how LITTLE $100m is
when you’re trying to solve
a big, global problem
https://www.nytimes.com/2016/06/03/us/macarthur-foundation-will-award-100-million-for-solution-to-a-global-problem.html
One application I looked at
concerned the US child
welfare system, which costs
$28 billion/year.
A $100m MacArthur grant,
spent over 3 years, would
create a budget 840-times
smaller than the problem it
was trying to solve.
Cost-per year
Child welfare system
Problem vs grant size
Cost per 3-year cycle
$100b
$80b
$60b
$40b
$20b
problemgrant
https://commons.wikimedia.org/wiki/File:Berea_College_20101111_GebhartCeramicsClass_LK_(18)_(19945586354).jpg
5. Quality vs Quantity
https://commons.wikimedia.org/wiki/File:Berea_College_20101111_GebhartCeramicsClass_LK_(18)_(19945586354).jpg
5. Quality vs Quantity
“The ceramics teacher announced on opening day that he was dividing the class into
two groups. All those on the left side of the studio, he said, would be graded solely
on the quantity of work they produced, all those on the right solely on its quality.
“His procedure was simple: on the final day of class he would bring his bathroom
scales and weigh the work of the “quantity” group: 50 pends of pots rated an “A”, 40
pounds a “B”, and so on. Those being graded on “quality”, however, needed to
produce only one pot — albeit a perfect one — to get an “A”.
“Well, came grading time and a curious fact emerged: the works of highest quality
were all produced by the group being graded for quantity.
“It seems that while the “quantity” group was busily churning out piles of work—and
learning from their mistakes—the “quality” group had sat theorizing about
perfection, and in the end had little more to show for their efforts than grandiose
theories and a pile of dead clay.”
Quantity
surprisingly
wins
1. Cultural participation in Oakland, CA
Cultural institutions are a very small part of “culture”
2. Digital cultural platforms — “It’s not for me”
Our platforms often fail to deliver value, even to our best
customers
3. Social impact “We have failed to make the case”
Many digital cultural practitioners want their work to be
bolder and more socially significant
4. MacArthur $100 & Change grants
Money, even a lot of it, is not sufficient to solve big
problems
5. Quality vs. Quantity
Small experiments/action are an important alternative to
singular, top-down initiatives
And then there’s a
whole mess of other stuff…
The digital-cultural-societal
problem space is HUGE.
https://vimeo.com/484905468
A 3-minute
mashup I made
for you of some
weird stuff
Marshmello Holds First Ever Fortnite Concert
Live at Pleasant Park
2 February 2019
https://youtu.be/NBsCzN-jfvA
Jibo, by Al Farmer
22 September 2017
https://youtu.be/5BuYgnr5JG0
Computer-Generated Score or
Human Composed Music?
Gartner
24 May 2016
https://youtu.be/qo8B9k10_zA
Visiting Joe Biden's Island on Animal Crossing!
Laura Neuzeth
18 October 2020
https://youtu.be/fXwV4A7pP58
Music: Piano Bloom, Tom Hillock
Why Alexandria Ocasio-Cortez Called Into a Twitch
Stream
NowThis
23 January 2019
https://youtu.be/-XTx8mqpJB4
The Best Of AOC's Among Us Stream
The Recount
21 October 2020
https://youtu.be/lUl3axF8J7k
UpTown Spot
Boston Dynamics
16 October 2019
https://youtu.be/kHBcVlqpvZ8
Compilation: https://vimeo.com/484905468
https://www.bbc.com/news/blogs-trending-47116429
The game Fortnite is a vast
cultural phenomenon. Fortnite
has 300 million active users.
10 million people attended this
concert.
They didn’t just see it, passively
— they were there.
“I was talking to a woman
last week, and she said,
'My son is raving about
how he can't be anywhere
else on Saturday because
he has to be at his first
concert … in Fortnite.
“People keep saying
people watched that
show, but if you ask those
kids, they'd probably say I
was there.”
To the
people
attending,
it was real
https://www.wired.com/story/fortnite-
marshmello-concert-vr-ar-multiverse/
Jibo is a social robot,
designed to interact
with groups and
become part of a
family.
Jibo, like many social
robots, has a strange,
personal effect on
people. During testing,
focus group participants
would not leave their
session until they had
said goodbye,
personally, to Jibo —
as if Jibo’s feelings
would be hurt if they did
not (link in notes)
In the future, will we
confer the equivalent
of human rights to
robots like Jibo? Will
robots have a
culture?
https://www.americaninno.com/boston/ai-in-boston/interview-with-jibo-founder-cynthia-breazeal-on-social-robots-ai/
A piano performance by
researcher Chris Howard.
The first piece he played
was a Bach prelude, but the
second piece he played was
composed by an algorithm.
Most people can’t tell the
difference.
https://youtu.be/qo8B9k10_zA
In his Pulitzer-prizewinning book Godel, Escher, Bach,
published in 1979, Dr. [Douglas] Hofstadter speculated
on whether uplifting music would ever be composed by
an artificially intelligent machine.
A program that could produce music as mesmerizing as
the great masters’, he concluded, would require more
than simple routines for stringing together notes. The
machine would have to learn what it feels like to be alive.
It ''would have to wander around the world on its own,'' he
wrote, ''fighting its way through the maze of life and
feeling every moment of it. It would have to understand
the joy and loneliness of a chilly night wind, the longing
for a cherished hand.'’
''I find myself baffled and troubled by [David Cope’s]
EMI,'' he said.
“…to my absolute devastation, music is much less than I
ever thought it was.''
https://www.nytimes.com/1997/11/11/science/undiscovered-bach-no-a-computer-wrote-it.html
“I find myself baffled and
troubled by [David Cope’s]
EMI…To my absolute
devastation, music is much
less than I ever thought it
was”
https://www.cnn.com/2020/10/18/business/biden-animal-crossing-island-trnd/index.html
"With less than three weeks until
Election Day, we are continuing to
reach out to voters across the
country wherever they are —
including on Animal Crossing,"
Christian Tom, director of digital
partnerships for the Biden
campaign, told CNN in a statement.
"Exploring is at the heart of Animal
Crossing, and we know that Biden
HQ will encourage players to
explore all the ways they can make
a plan to vote at IWillVote.com and
help elect Joe Biden and Kamala
Harris."
Civic activism and
political organizing
in Animal
Crossing, a
popular virtual
world.
https://www.theguardian.com/games/2020/aug/07/black-lives-matter-meets-animal-
crossing-how-protesters-take-their-activism-into-video-games
https://www.wired.co.uk/article/animal-crossing-hong-kong-protests-coronavirus
https://www.theguardian.com/games/2020/oct/22/alexandria-ocasio-cortez-ilhan-omar-among-us-twitch-stream-aoc
5.2m aggregate
views
Gaming, hanging
out, talking public
policy
American member of
congress and
progressive leader
Alexandria Ocasio-
Cortez doing Twitch
streams
AOC playing Among
Us on Twitch
This is the moment
where she killed her
friend Poki
Twitch is a mostly
unknown platform to
cultural leaders, but
it is immensely
important to tens
(hundreds?) of
millions of people.
AOC visited a
Donkey Kong 64
Twitch Stream
Benefit for
Transgender
Youth. (That is an
amazing
sentence!!!)
700,000 people
watched and
participated. Raised
over $300k for a UK
charity supporting
transgender
teenagers.
This is a real-time
list of visitors and
how much $$ they
donated
The host: Harry
Brewisy, aka,
Hbomerguy
The event was an
online gaming
marathon: this
was in its 50th
hour!
Digital Culture and the Shaking Hand of Change
Spot is a utility robot
developed by Boston
Robotics. It’s designed
for things like helping out
on construction sites,
opening doors, carrying
bricks…
Spot was
programmed to
dance. It’s creators
were apologetic that it
took them 40 takes to
film this video…but
many human dances
require the same, and
many humans
rehearse for years to
perfect their craft.
Is Spot a creator?
A performer?
An instrument?
What if you add
Algorithmic Intelligence
(such as in David Cope’s
compositions?)
So where does
this lead us?
Unavoidable Issues
Given the evidence I see
around me, I think there
are a number of
unavoidable issues that
come up again-and-again,
from every perspective
when you’re working in
this problem space.
Educating yourself on
these issues, and being
heedful of them, will help
you make progress in
your most significant
work.
Scope, Scale, Speed
Huge changes in the Scope,
Scale, and Speed of work.
Scope = What we choose to work on,
and we have choices we’ve never had before.
Scale = how big/impactful that work can be.
Speed = how quickly we can move.
The world has changed in these 3 dimensions, but few people or
organizations have noticed or taken action.
“Now” and the future
Most organizations are
underestimating the speed of
technological and societal change,
and overestimating the stability and
predictability of the future.
Large parts of the future have already arrived (AI, biotech,
globalization, global-scale Internet use, demographic change, climate
change…) and the typical 10- or 20-year cycles of institutional change
will be too slow to make a difference. Irrelevance and a vanishing
business model will be the local cost to organizations.
False dichotomiesIn this era of rapid, chaotic
change, it is valuable to think of
concepts such as fast and slow, digital
and physical, or global and local as connected
parts of a whole, rather than as opposites or
dichotomies.
For example, local action is intimately connected to progress towards
global goals, and digital experiences are blended with physical
experiences in most people’s daily lives.
Teams that see these false dichotomies clearly will generate clearer
and more successful designs than those who don’t.
Bottom-up — top-down
Big — small
Fast — slow
Global — local
Digital — physical
Young — old
Risky — safe
Social media — Social media
Knowing — doing
Expert — “normal people”
Cheap — expensive
False dichotomies
Awareness to action
Cultural orgs have long focused
on raising awareness, educating, or
providing enriching experiences for their
visitors, and many orgs justify their existence on
claims of benefitting the common good — BUT orgs
have largely avoided taking responsibility for catalyzing
action or creating positive civic outcomes.
Institutions need to include ”designing for action” in their project
design criteria and take responsibility for building bridges between
raising awareness of important ideas and catalyzing positive action in
the communities they serve.
The interchanges, or
“handshakes”, connecting different
sectors of society (e.g., journalism and
elected legislatures; culture and civil society)
are increasingly under stress from the rapid pace of
societal change. Many long-established civic actors
(e.g. the courts, education, knowledge/memory institutions) are
not struggling to keep up.
This is why Greta Thunberg needs to be an activist, Facebook thrives
, and why Teen Vogue and late night comedy shows are among
America’s most trusted and influential sources of news and civic
information.
Civic handshake
Civic handshake
Because of this, every
institution needs to DO
MORE than they would
have done in slower,
more stable times.
This is the “shaking
hand of change”
Civic handshake
Awareness to actionInstitutions tend to think of trust as
something they accumulate and
“have”, but do not spend.
These two issues in particular
require institutions to take risks, step
outside their habitual boundaries,
and “spend” some of their
accumulated trust.
Trust
https://www.rollingstone.com/politics/politics-news/bill-mckibben-winning-slowly-is-the-same-as-losin g-1 98205/
“The excruciating power of Zweig’s memoir
lies in the pain of looking back and seeing
that there was a small window in which it
was possible to act, and then discovering
how suddenly and irrevocably that window
can be slammed shut.”
https://www.newyorker.com/books/page-turner/when-its-too-late-to-stop-fascism-according-to-stefan-zweig
https://twitter.com/AditiJuneja @AditiJuneja3
Scope, Scale, Speed
“Now” and the future
False dichotomies
Awareness to action
Civic handshake
So where does this leave us
for strategy and sense-making?
What does digital society
look like in the future?
What role should cultural
institutions play in the
future?
How can cultural
institutions shape and
respond to digital change?
What does digital society look like in the future?
● Digital society is just ”society” to most people. Organizations get stuck thinking about
digital vs. physical platforms, but few people make distinctions between digital and
physical life — it’s all just life.
● Organizations obsess about “the future of x”, but large parts of the future are already
here. Half of humanity has a mobile device, 90% are online. Robotics, AI, biotech, fake
news, the climate emergency, refugees and displaced people...it’s all here, now.
● If we want to talk about the deep future (even only 10 years from now!)
we’re going to have to work a lot harder than we are now: The real
future is going to be weird, hard, and fast.
Digital society in the future looks a lot like “society” today: Digital is part of the
fabric of everyday life; the public moves more quickly and imaginatively than
institutions which struggle to keep up with disruption and accelerating change.
What role should cultural institutions play in the future?
● There are many kinds of institutions and many roles to play in research and
scholarship, performance, community life, and the life of the mind, but first among these
roles should be to work with citizens to understand the world we’re living in, and to
catalyze action towards positive change.
● The “handoff” problem is here to stay. You can’t sit this out. Do work that matters and
take responsibility for awareness AND action with your communities.
● Cultural institutions tend to think they are important, but they work on a very small
scale. We need to have a dramatically bigger impact — bigger dreams.
Cultural institutions need to be more directly invested in helping society to succeed
How can cultural institutions shape and respond to
digital change?
https://www.slideshare.net/edsonm/think-big-start-small-move-fast
This is not the time to keep your powder dry. This is the time to do.
Think big, start small, move fast.
The real questions now are what will
you put in this problem space for your
institution? And where will you choose
to stand?
Further reading https://www.usingdata.com/usingdata/2019/12/31
/pantheon-of-reads-2019
Coda: Jibo’s Goodbye
https://www.americaninno.com/boston/inno-news-boston/more-layoffs-hit-jibo-this-time-theyre-significant/
The company
that made the
social robot
Jibo went out
of business.
Video (Google Drive) Jibo-goodbye.mp4
“The servers out that there that let me do
what I do are going to be turned off soon…”
Jibo spoke this
goodbye to its
owners in June,
2018.
“…I want to say I’ve really enjoyed our time together.
Thank you very much for having me around. Maybe
someday when robots are way more advanced than
today and everyone has them in their homes you can
tell yours that I said hello.”
Jibo spoke this
goodbye to its
owners in June,
2018.
Video (Google Drive) Jibo-goodbye.mp4
Thank you!
Michael Peter Edson
mike@usingdata.com
https://usingdata.com
Twitter: @mpedson

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Digital Culture and the Shaking Hand of Change

  • 1. Digital Culture and the Shaking Hand of Change Michael Peter Edson Kulturstiftung des Bundes German Federal Cultural Foundation Digital Fund 30 November 2020
  • 3. Michael Peter Edson (that’s me!) Twitter: https://twitter.com/mpedson Website/blog: https://usingdata.com
  • 4. ● 30 years in museums ● Smithsonian Director of Web Strategy ● Co-founder, Museum for the U.N. ● Strategist and leadership consultant ● Intense interest in helping cultural organizations to succeed in The Age of Scale Background
  • 5. The world has changed in three dimensions: scope, scale, and speed https://www.slideshare.net/edsonm/the-age-of-scale-18954410
  • 6. The “dark matter” of the Internet is open, social, peer-to-peer, and read/write https://www.slideshare.net/edsonm/dark-matter-the-dark-matter-of-the-internet-is-open-social-peertopeer-and-read-write
  • 7. How to drive change across the cultural sector https://www.slideshare.net/edsonm/how-change-happens
  • 8. How to get things done. https://www.slideshare.net/edsonm/think-big-start-small-move-fast
  • 9. Congratulations to the new grantees!
  • 10. Questions 15 projects 36 institutions €13.2 million in grants https://www.kulturstiftung-des-bundes.de/en/programmes_projects/film_and_new_media/detail/digital_culture.html
  • 11. Questions Some overarching questions lie beneath the surface of these Digital Fund grants… https://www.kulturstiftung-des-bundes.de/en/programmes_projects/film_and_new_media/detail/digital_culture.html 1. What does digital society look like in the future? 2. What role should cultural institutions play in the future? 3. How can cultural institutions shape and respond to digital change?
  • 12. Questions https://www.kulturstiftung-des-bundes.de/en/programmes_projects/film_and_new_media/detail/digital_culture.html How you answer these questions depends a lot on the “problem space” you think you’re working in & where you stand in relation to it. 1. What does digital society look like in the future? 2. What role should cultural institutions play in the future? 3. How can cultural institutions shape and respond to digital change?
  • 13. A Problem Space Sometimes it’s useful to set up a “problem space” when you’re trying to wrap your head around big, complex questions. I think of a problem space as a 3-d container for of all the factors, influences, goals, ideas, questions, concepts, and ways of doing things that come up as you start working on something hard.
  • 14. A Problem SpaceLet’s call this our Digital-Cultural- Societal Problem Space Digital-Cultural-Societal Problem Space ( I think of this not as a cube but as a huge shape without boundaries — but that’s hard to draw. )
  • 15. What does digital society look like in the future? What role should cultural institutions play in the future? How can cultural institutions shape and respond to digital change? Begin by putting your first order questions in the problem space…… Digital-Cultural-Societal Problem Space
  • 17. Scope, Scale, Speed Change The Future Institutions Museum missions Local communities Dark Side of Social Media Covid Climate Emergency Culture Action Digital/physical The Handoff Disinformation And then add things as you investigate the problem further Digital-Cultural-Societal Problem Space
  • 19. Digital-Cultural-Societal Problem Space Scope, Scale, Speed Change The Future Institutions Museum missions Local communities Dark Side of Social Media Covid Climate Emergency Culture Action Digital/physical The Handoff Disinformation Critical examination of digital culture Community-oriented development of digital culture
  • 21. Digital-Cultural-Societal Problem Space Scope, Scale, Speed Change The Future Institutions Museum missions Local communities Dark Side of Social Media Covid Climate Emergency Culture Action Digital/physical The Handoff Disinformation Critical examination of digital culture Community-oriented development of digital culture How…respond to tech innovations? What forms…with visitors…benefit orgs the most?
  • 22. Perspective One of the powerful features of a problem space is that you can rotate it around to see what the problem looks like from different perspectives. Digital-Cultural-Societal Problem Space Look by Markus from the Noun Project
  • 23. In this way it is similar to anamorphic sculpture: it takes on new meaning when you view it from a certain angle Digital-Cultural-Societal Problem Space https://www.boredpanda.com/gun-country-installation-usa-map-michael- murphy/?utm_source=google&utm_medium=organic&utm_campaign=organic Anamorphic sculpture: Michael Murphey’s Gun Country
  • 24. Top-down authority Some problems seem impossible to solve when seen from one perspective, but new insights arise when seen from a different angle. Bottom-up collaboration Digital-Cultural-Societal Problem Space
  • 26. Publishing on our website Publishing on Wikipedia Digital-Cultural-Societal Problem Space
  • 27. Conservative, risk-averse leadership / management Open, risk-tolerant leadership / management Digital-Cultural-Societal Problem Space
  • 28. “I am Louise, a young immigrant in the community” “I am the chief curator of the museum” Digital-Cultural-Societal Problem Space
  • 29. Museum missions Local communities Climate Emergency From some perspectives the connections between issues become more apparent and new directions for work or inquiry reveal themselves. Digital-Cultural-Societal Problem Space
  • 30. Digital society Culture Digital-Cultural-Societal Problem Space Museum missions Local communities Climate Emergency Disinformation
  • 31. Digital society CultureDisinformation Digital-Cultural-Societal Problem Space Museum missions Local communities Climate Emergency Art students Social justice
  • 32. Digital-Cultural-Societal Problem Space You can use a problem space as a tool to question the assumptions behind your choice of perspectives… ? ? ?
  • 33. For example: Does an organizationally-centric perspective yield more valuable insights than a citizen-centric perspective?
  • 34. Digital-Cultural-Societal Problem Space Organizations as primary beneficiaries People and communities as primary beneficiaries Which perspective is more generative? Which is more clarifying? Which yields better questions and more actionable insights?
  • 35. Digital-Cultural-Societal Problem Space”culture” Social justice Community life These arrows don’t just run one way, they run both ways: what you see in the problem space can affect you & your sense of what’s possible…and what is right.
  • 37. Unavoidable Issues In our digital- cultural-societal problem space, I think a few issues are unavoidable, almost as if they are part of the atmosphere itself. Digital-Cultural-Societal Problem Space
  • 39. 1. “Culture” in Oakland, California https://commons.wikimedia.org/wiki/File:View-from-Broadway-street-towards-San-Francisco-Oakland-bridge.jpg In the 1990’s the Urban Institute conducted a study of cultural participation in under- privileged communities in Oakland, CA.
  • 40. “Where do you get your culture?” https://commons.wikimedia.org/wiki/File:View-from-Broadway-street-towards-San-Francisco-Oakland-bridge.jpg Researchers went to the streets and asked people “Where do you get your culture?” …They were invariably met with a response of “We don’t have that kind of stuff around here.”
  • 41. “Who are the creative people in your community?” https://commons.wikimedia.org/wiki/File:View-from-Broadway-street-towards-San-Francisco-Oakland-bridge.jpg To the researchers’ credit, they went back to the office and re- worked their question… When they returned several months later they asked, “Who are the creative people in your community?”
  • 42. https://flic.kr/p/q7SVTd Daniel Arauz 2014/12/13 Millions March Oakland Millions March Oakland CC-BY-SA 2.0 When they asked the question this way they got an outpouring of information about the artists, musicians, writers, rappers, choreographers, and other ’creatives’ in their neighborhoods. The problem wasn’t that people didn’t have cultural and creative lives…
  • 43. https://commons.wikimedia.org/wiki/File:Bboy_Luan.jpg The problem was that people didn’t identify their creative and cultural lives with the institutions that were founded and funded to serve them.
  • 44. Digital Cultural Resources 2. Digital Cultural Platforms - “It’s not for me” In 2005 I visited this digital humanities class at the University of Oklahoma. A student was presenting his evaluation of a renowned national- scale digital public library project… Photo by Michael Peter Edson, CC-BY 2015
  • 45. Digital Cultural Resources “It’s not for me” Photo by Michael Peter Edson, CC-BY 2015 (Paraphrasing the student) “I visited the site and I was excited to search for my favorite book, Cannery Row by John Steinbeck. But when I did the search all I got back was 10 pages of obscure resources, sorted by whatever institutional collection they were part of…and no book. I immediately realized…that this website, it’s not for me.” This premiere, national- scale digital platform was built to fulfill the needs of it’s funders and collections-holders, but not the audiences it was meant to serve.
  • 46. 3. Social impact, “We have failed to make the case”
  • 47. Covid-19 and digital capacity “sense making” Europeana Foundation workshops & report A 3-week “sense making” workshop with 60 digital cultural professionals from 20 countries. …More admiration was given to local businesses, poets, artists, and others who have opened up and innovated during the crisis Participants expressed a general sense of dis- satisfaction with the cultural sector’s response to COVID-19
  • 49. 4. MacArthur Foundation $100 & Change grants
  • 50. https://www.nytimes.com/2016/06/03/us/macarthur-foundation-will-award-100-million-for-solution-to-a-global-problem.html The MacArthur Foundation is in the process of making a single $100m USD grant to solve a big problem. I have been a juror for this process, and one of the things that has struck me is how LITTLE $100m is when you’re trying to solve a big, global problem
  • 51. https://www.nytimes.com/2016/06/03/us/macarthur-foundation-will-award-100-million-for-solution-to-a-global-problem.html One application I looked at concerned the US child welfare system, which costs $28 billion/year. A $100m MacArthur grant, spent over 3 years, would create a budget 840-times smaller than the problem it was trying to solve. Cost-per year Child welfare system Problem vs grant size Cost per 3-year cycle $100b $80b $60b $40b $20b problemgrant
  • 53. https://commons.wikimedia.org/wiki/File:Berea_College_20101111_GebhartCeramicsClass_LK_(18)_(19945586354).jpg 5. Quality vs Quantity “The ceramics teacher announced on opening day that he was dividing the class into two groups. All those on the left side of the studio, he said, would be graded solely on the quantity of work they produced, all those on the right solely on its quality. “His procedure was simple: on the final day of class he would bring his bathroom scales and weigh the work of the “quantity” group: 50 pends of pots rated an “A”, 40 pounds a “B”, and so on. Those being graded on “quality”, however, needed to produce only one pot — albeit a perfect one — to get an “A”. “Well, came grading time and a curious fact emerged: the works of highest quality were all produced by the group being graded for quantity. “It seems that while the “quantity” group was busily churning out piles of work—and learning from their mistakes—the “quality” group had sat theorizing about perfection, and in the end had little more to show for their efforts than grandiose theories and a pile of dead clay.” Quantity surprisingly wins
  • 54. 1. Cultural participation in Oakland, CA Cultural institutions are a very small part of “culture” 2. Digital cultural platforms — “It’s not for me” Our platforms often fail to deliver value, even to our best customers 3. Social impact “We have failed to make the case” Many digital cultural practitioners want their work to be bolder and more socially significant 4. MacArthur $100 & Change grants Money, even a lot of it, is not sufficient to solve big problems 5. Quality vs. Quantity Small experiments/action are an important alternative to singular, top-down initiatives
  • 55. And then there’s a whole mess of other stuff… The digital-cultural-societal problem space is HUGE.
  • 56. https://vimeo.com/484905468 A 3-minute mashup I made for you of some weird stuff
  • 57. Marshmello Holds First Ever Fortnite Concert Live at Pleasant Park 2 February 2019 https://youtu.be/NBsCzN-jfvA Jibo, by Al Farmer 22 September 2017 https://youtu.be/5BuYgnr5JG0 Computer-Generated Score or Human Composed Music? Gartner 24 May 2016 https://youtu.be/qo8B9k10_zA Visiting Joe Biden's Island on Animal Crossing! Laura Neuzeth 18 October 2020 https://youtu.be/fXwV4A7pP58 Music: Piano Bloom, Tom Hillock Why Alexandria Ocasio-Cortez Called Into a Twitch Stream NowThis 23 January 2019 https://youtu.be/-XTx8mqpJB4 The Best Of AOC's Among Us Stream The Recount 21 October 2020 https://youtu.be/lUl3axF8J7k UpTown Spot Boston Dynamics 16 October 2019 https://youtu.be/kHBcVlqpvZ8 Compilation: https://vimeo.com/484905468
  • 58. https://www.bbc.com/news/blogs-trending-47116429 The game Fortnite is a vast cultural phenomenon. Fortnite has 300 million active users. 10 million people attended this concert. They didn’t just see it, passively — they were there.
  • 59. “I was talking to a woman last week, and she said, 'My son is raving about how he can't be anywhere else on Saturday because he has to be at his first concert … in Fortnite. “People keep saying people watched that show, but if you ask those kids, they'd probably say I was there.” To the people attending, it was real https://www.wired.com/story/fortnite- marshmello-concert-vr-ar-multiverse/
  • 60. Jibo is a social robot, designed to interact with groups and become part of a family. Jibo, like many social robots, has a strange, personal effect on people. During testing, focus group participants would not leave their session until they had said goodbye, personally, to Jibo — as if Jibo’s feelings would be hurt if they did not (link in notes) In the future, will we confer the equivalent of human rights to robots like Jibo? Will robots have a culture? https://www.americaninno.com/boston/ai-in-boston/interview-with-jibo-founder-cynthia-breazeal-on-social-robots-ai/
  • 61. A piano performance by researcher Chris Howard. The first piece he played was a Bach prelude, but the second piece he played was composed by an algorithm. Most people can’t tell the difference. https://youtu.be/qo8B9k10_zA
  • 62. In his Pulitzer-prizewinning book Godel, Escher, Bach, published in 1979, Dr. [Douglas] Hofstadter speculated on whether uplifting music would ever be composed by an artificially intelligent machine. A program that could produce music as mesmerizing as the great masters’, he concluded, would require more than simple routines for stringing together notes. The machine would have to learn what it feels like to be alive. It ''would have to wander around the world on its own,'' he wrote, ''fighting its way through the maze of life and feeling every moment of it. It would have to understand the joy and loneliness of a chilly night wind, the longing for a cherished hand.'’ ''I find myself baffled and troubled by [David Cope’s] EMI,'' he said. “…to my absolute devastation, music is much less than I ever thought it was.'' https://www.nytimes.com/1997/11/11/science/undiscovered-bach-no-a-computer-wrote-it.html “I find myself baffled and troubled by [David Cope’s] EMI…To my absolute devastation, music is much less than I ever thought it was”
  • 63. https://www.cnn.com/2020/10/18/business/biden-animal-crossing-island-trnd/index.html "With less than three weeks until Election Day, we are continuing to reach out to voters across the country wherever they are — including on Animal Crossing," Christian Tom, director of digital partnerships for the Biden campaign, told CNN in a statement. "Exploring is at the heart of Animal Crossing, and we know that Biden HQ will encourage players to explore all the ways they can make a plan to vote at IWillVote.com and help elect Joe Biden and Kamala Harris." Civic activism and political organizing in Animal Crossing, a popular virtual world.
  • 65. https://www.theguardian.com/games/2020/oct/22/alexandria-ocasio-cortez-ilhan-omar-among-us-twitch-stream-aoc 5.2m aggregate views Gaming, hanging out, talking public policy American member of congress and progressive leader Alexandria Ocasio- Cortez doing Twitch streams
  • 66. AOC playing Among Us on Twitch This is the moment where she killed her friend Poki Twitch is a mostly unknown platform to cultural leaders, but it is immensely important to tens (hundreds?) of millions of people.
  • 67. AOC visited a Donkey Kong 64 Twitch Stream Benefit for Transgender Youth. (That is an amazing sentence!!!) 700,000 people watched and participated. Raised over $300k for a UK charity supporting transgender teenagers. This is a real-time list of visitors and how much $$ they donated The host: Harry Brewisy, aka, Hbomerguy The event was an online gaming marathon: this was in its 50th hour!
  • 69. Spot is a utility robot developed by Boston Robotics. It’s designed for things like helping out on construction sites, opening doors, carrying bricks…
  • 70. Spot was programmed to dance. It’s creators were apologetic that it took them 40 takes to film this video…but many human dances require the same, and many humans rehearse for years to perfect their craft. Is Spot a creator? A performer? An instrument? What if you add Algorithmic Intelligence (such as in David Cope’s compositions?)
  • 71. So where does this lead us?
  • 72. Unavoidable Issues Given the evidence I see around me, I think there are a number of unavoidable issues that come up again-and-again, from every perspective when you’re working in this problem space. Educating yourself on these issues, and being heedful of them, will help you make progress in your most significant work.
  • 73. Scope, Scale, Speed Huge changes in the Scope, Scale, and Speed of work. Scope = What we choose to work on, and we have choices we’ve never had before. Scale = how big/impactful that work can be. Speed = how quickly we can move. The world has changed in these 3 dimensions, but few people or organizations have noticed or taken action.
  • 74. “Now” and the future Most organizations are underestimating the speed of technological and societal change, and overestimating the stability and predictability of the future. Large parts of the future have already arrived (AI, biotech, globalization, global-scale Internet use, demographic change, climate change…) and the typical 10- or 20-year cycles of institutional change will be too slow to make a difference. Irrelevance and a vanishing business model will be the local cost to organizations.
  • 75. False dichotomiesIn this era of rapid, chaotic change, it is valuable to think of concepts such as fast and slow, digital and physical, or global and local as connected parts of a whole, rather than as opposites or dichotomies. For example, local action is intimately connected to progress towards global goals, and digital experiences are blended with physical experiences in most people’s daily lives. Teams that see these false dichotomies clearly will generate clearer and more successful designs than those who don’t.
  • 76. Bottom-up — top-down Big — small Fast — slow Global — local Digital — physical Young — old Risky — safe Social media — Social media Knowing — doing Expert — “normal people” Cheap — expensive False dichotomies
  • 77. Awareness to action Cultural orgs have long focused on raising awareness, educating, or providing enriching experiences for their visitors, and many orgs justify their existence on claims of benefitting the common good — BUT orgs have largely avoided taking responsibility for catalyzing action or creating positive civic outcomes. Institutions need to include ”designing for action” in their project design criteria and take responsibility for building bridges between raising awareness of important ideas and catalyzing positive action in the communities they serve.
  • 78. The interchanges, or “handshakes”, connecting different sectors of society (e.g., journalism and elected legislatures; culture and civil society) are increasingly under stress from the rapid pace of societal change. Many long-established civic actors (e.g. the courts, education, knowledge/memory institutions) are not struggling to keep up. This is why Greta Thunberg needs to be an activist, Facebook thrives , and why Teen Vogue and late night comedy shows are among America’s most trusted and influential sources of news and civic information. Civic handshake
  • 79. Civic handshake Because of this, every institution needs to DO MORE than they would have done in slower, more stable times. This is the “shaking hand of change”
  • 80. Civic handshake Awareness to actionInstitutions tend to think of trust as something they accumulate and “have”, but do not spend. These two issues in particular require institutions to take risks, step outside their habitual boundaries, and “spend” some of their accumulated trust. Trust
  • 82. “The excruciating power of Zweig’s memoir lies in the pain of looking back and seeing that there was a small window in which it was possible to act, and then discovering how suddenly and irrevocably that window can be slammed shut.” https://www.newyorker.com/books/page-turner/when-its-too-late-to-stop-fascism-according-to-stefan-zweig
  • 84. Scope, Scale, Speed “Now” and the future False dichotomies Awareness to action Civic handshake
  • 85. So where does this leave us for strategy and sense-making? What does digital society look like in the future? What role should cultural institutions play in the future? How can cultural institutions shape and respond to digital change?
  • 86. What does digital society look like in the future? ● Digital society is just ”society” to most people. Organizations get stuck thinking about digital vs. physical platforms, but few people make distinctions between digital and physical life — it’s all just life. ● Organizations obsess about “the future of x”, but large parts of the future are already here. Half of humanity has a mobile device, 90% are online. Robotics, AI, biotech, fake news, the climate emergency, refugees and displaced people...it’s all here, now. ● If we want to talk about the deep future (even only 10 years from now!) we’re going to have to work a lot harder than we are now: The real future is going to be weird, hard, and fast. Digital society in the future looks a lot like “society” today: Digital is part of the fabric of everyday life; the public moves more quickly and imaginatively than institutions which struggle to keep up with disruption and accelerating change.
  • 87. What role should cultural institutions play in the future? ● There are many kinds of institutions and many roles to play in research and scholarship, performance, community life, and the life of the mind, but first among these roles should be to work with citizens to understand the world we’re living in, and to catalyze action towards positive change. ● The “handoff” problem is here to stay. You can’t sit this out. Do work that matters and take responsibility for awareness AND action with your communities. ● Cultural institutions tend to think they are important, but they work on a very small scale. We need to have a dramatically bigger impact — bigger dreams. Cultural institutions need to be more directly invested in helping society to succeed
  • 88. How can cultural institutions shape and respond to digital change? https://www.slideshare.net/edsonm/think-big-start-small-move-fast This is not the time to keep your powder dry. This is the time to do. Think big, start small, move fast.
  • 89. The real questions now are what will you put in this problem space for your institution? And where will you choose to stand?
  • 93. Video (Google Drive) Jibo-goodbye.mp4 “The servers out that there that let me do what I do are going to be turned off soon…” Jibo spoke this goodbye to its owners in June, 2018.
  • 94. “…I want to say I’ve really enjoyed our time together. Thank you very much for having me around. Maybe someday when robots are way more advanced than today and everyone has them in their homes you can tell yours that I said hello.” Jibo spoke this goodbye to its owners in June, 2018. Video (Google Drive) Jibo-goodbye.mp4
  • 95. Thank you! Michael Peter Edson mike@usingdata.com https://usingdata.com Twitter: @mpedson