Putting the can and can't in cantankerous
SFMOMA realized that the average museum goer did not have enough time to appreciate all of the artwork on display. Thus the question: how can more people experience more art?
Last year YouTube unveiled the 6-second mobile ad, described by YouTube as “little haikus of video ads.” Shortening attention spans, the consumption of media on handheld devices, and an expectation for content-on-demand has brought us here. While brevity points to the future of advertising, it’s fair to ask whether six seconds is enough time for truly meaningful content, or just enough time for entertaining content. It seems that more and more, media companies are betting on both, or at least the probability that advertisers and consumers will see it that way.
“We’re here to show you the brighter side of climate change,” a female voice narrates over the video for Higher Tides Realty. Soothing piano music plays while images of melting snow, remote coastal landscapes and barren deserts fade in and out. Higher Realty says it aims to help homeowners and buyers find properties in areas set to increase in value due to rising temperatures and dramatic weather changes. There’s only one catch: The advertisement is fake.
In 2008, change was the guiding principle behind President Barack Obama’s run for office. Today, nearly a decade later, change is what the Obama Presidential Library and museum team is aiming for as they move forward on their plans to construct the Obama Presidential Center, scheduled to open in 2021. The Center - which includes a library, museum, rooftop garden, community plaza, and speaking forum - has the chance to serve its community in ways that are distinct from past Libraries, just as President Obama himself is unique among his predecessors.
Immersive arts are for the modern brain, the experience junkie, the adventure seeker. They’re for the screen-enslaved culture that is virtually all of us at this point. Whether you’re talking exhibitions, theater productions or film screenings, all-out immersion is fast becoming the norm. Increasingly common, pushing the envelope experientially is how producers, writers, museums and artists are competing for audiences and publicity.