Analysis : Tate Digital Strategy

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Critial analysis of Tate Digital Strategy 2013-15.

As one of the most excellent British modern museums, Tate Modern ran several digital strategies aim to creat incomes and build interactive communication with their audice. In that process, Tate proved how important that digital communication offered to museum to create and nurture an engaged arts community and to maximise the associated revenue opportunities. In the three years, Tate Modern had improvement on their incomes, however, their number of website visitings was not stable, thus, the result should be analysised with theories, to find out why it would happen.

Case study:Tate Digital strategy
As Tate stated in Tate Digital Strategy 2013-15 (Stake,J.,2013), the museum promote lots of digital strategies. Firstly, Tate has published over 50,000 digitised archive items since 2014. Tate also paid attention to offer visitors with good experience in all galleries, the Wi-Fi, mobile website and tablet computers were avalible. Digital learning studios offered facilities to engagement and learning. Tate Modern considered their digital editorial content (in the form of short videos or blog posts) as the “keystone” of their digital communications. They also used their own media to tell stories effectively. Tate Modern built digital communities, for example, Tate Kid, Tate Collectives online. The Museum have used social media very well.

Theorical analysis

Russo and Peacock (2009) described how important

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