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MOMA’s New Face

In the midst of doing some research for one of our clients on museum and library use of technology, the Museum of Modern Art in New York launched its new, state-of-the-art (or so they hope) web site that takes full advantage of the interactivity now possible on the web. (Warning – if you aren’t using the most current version of your web browser, you may have trouble taking full advantage of this site!) This web site is intentionally designed to “…open[ing] up the singular voice of the museum…” according to Allegra Burnette, creative director of digital media for the museum. And therein lies the interesting question. What are the sacrifices that MOMA is making by “opening its voice?” Burnette’s peers, whom I interviewed as part of my research, asked, “Who is MOMA on the new site?” If much of the site is dedicated to the voices of others, where is the museum’s voice? I readily admit to being overwhelmed by the options offered on the site now, but I am probably not the target audience MOMA is hoping to reach. Check it out and let us know what you think!

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