Page 151 - AC/E Digital Culture Annual Report 2016

has (not only nancial but also the potential of the sta , time...). Being committed to making the festival the best experience for the people around us through new technologies, such as the social media, can promote the more social side and the more fun side, if wished, as after all festivals are all about celebrating a eld of human expression and creation.There are no instruction manuals or route maps explaining how to use all aspects of the tools or even which tools are best for each festival, but there are speci c examples togo on. In a sense, this opens up a whole eld for discovering new paths; we all have the means and capability to experiment and be creative with these new tools, mercilessly – but intelligently and pragmatically – combining old tools and methods such as public relations and face-to-face with the latest wearables. For, aswe are seeing throughout the post-digital wave, the revolution does not consist in going in for the newest of the new but rather incorporating it, like parts of a mechanism, into others that might well be analogue. Miscalculation is always a possibility when experimenting, but it is less of a mistake when shared with others.Therefore, we might say that refusing to embrace certain media such as the social networks amounts to being left outside the circle of a fairly or very large portion of the audience. These, and others, have brought major improvements in a host of aspects commented on in this report. It is up to us to experiment, discover, discard what is of no use, discussand get the audience involved; and digital, technological tools are there to help us. The cases we have examined show that all this is possible.AC/E DIGITAL CULTURE ANNUAL REPORT 2016151Focus: Use of New Digital Technologies at Cultural Festivals