Page 60 - AC/E Digital Culture Annual Report

60historical buildings – and the move to set up franchises.• The creation of narrative universes that de ne themes, genre, inherent rules, char- acters and scenes.18• Cultural entities as platforms and hubs with an interwoven multiplatform/ multi-channel of content.• A return to a communication model based on dialogue; a return to ‘we’ and the con- cept of sharing. Content that requires public participation.• Personalized and increasingly interactive experiences.• Experiences immersed in a reality that touches on all the senses.• A growing use of augmented reality (AR), mobile reality (MR) and virtual reality (VR).• Gami cation• Personalizing experience.Finally, it’s possible and even probable that ways of enjoying culture without the use of a screen, audio tools and other extra content will emerge. Something akin to a return to silence.ConclusionStories have been an important cultural, emo- tional and spiritual vehicle throughout history and will continue to be so for centuries to come.In the eld of culture, as in other elds, technology has supplanted the oral tradition for presenting stories. Like humans, storytelling doesn’t change, it simply evolves.ReadingChamberlain, Gregory (ed.), Meaning Making & Storytelling: engaging visitors, empowering discov- ery and igniting debate, Museum Identity, 2011.http://www.museum-id.com/book-detail. asp?id=170https://objectethnography.wordpress.comhttp://futureofmuseums.blogspot.com. es/2013/04/on-objects-and-storytelling.htmlhttp://show-and-tell-project.blogspot.com.eshttp://themuseumofthefuture.com/tag/ storytelling/https://www.museumnext. com/conference_history/ geneva_museum_conference/https://medium.com/fabrique-on/the-museum- of-the-future-is-a-post-digital-platform-for-peo- ple-and-ideas-19467d738f2f#.8m438y6w2http://onlinelibrary.wiley.com/ doi/10.1111/j.2151-6952.2001.tb00027.x/abstractSTORYTELLING AND CULTURAL DIFFUSION · EVA SNIJDERSSmart culture. Analysis of digital trends