Identifying four traditional dynamics that are challenged by social media

Andrew Taylor, director of the Bolz Center for Arts Administration in Madison, WI, presents a framework for understanding social media and their effects inside and outside arts organizations, identifying four traditional dynamics that are challenged
by social media:

1. Who creates and who produces. Old model: Artistic staff creates and hands to marketing. New model: thebroth.com, for example, where anybody creates, and artistsonline.com, where there are no intermediaries.

2. Who curates and who critiques. Old model: Professionals curate and critique. New model: sonicliving.com, for example, that will tell me when something is coming to town that I might like.

3. Who controls the message. Old model: Arts organizations created and edited their website, making it easy to create a consistent message. New model: the photo-sharing website Flickr, for example, where content is controlled by its users.

4. Where’s the useful boundary of the organization? Old model: All activity was organizationally focused, building institutional capacity was aimed at doing what serves the organizational mission. New model: Kutiman at www.thru-you.com, which spans almost all boundaries between individual artist, creation, audience,
and organization.

Taken from engaging audiences Report On: Wallace Foundation Art Grantee Conference, April 1-3, 2009, Philadelphia, Pennsylvania