Web 2.0: Is the Museum-Visitor Relationship Being Redefined?

Museums' growing integration of Web 2.0 techniques is indicative of their readiness to redefine their relationship with their audience. While visitors were traditionally kept at arm's length, the use of these techniques now involves them at every stage in implementing the museum offer online. By scrutinizing the Web sites of institutions and the tools they use, the authors are able to highlight the different roles that now fall to the audience in terms of communication, mediation and artistic creation. The authors go on to analyze the ramifications of visitor involvement. While such involvement may well add to audience competencies and make museums more accessible and less ``stuffy,'' it also challenges their authority and legitimacy.