MoMA's Chiara Bernasconi on Digital Strategy and Museum Relevance

Chiara Bernasconi, a nine-year veteran at the Museum of Modern Art in New York, discusses the critical role of digital communication and development in museums. She argues that museums must integrate online and offline experiences to engage a hybrid culture, citing Paola Antonelli's view that we live in a 'minestrone' of digital and physical realms. Bernasconi emphasizes that digital strategy is now essential to any museum's strategic plan, though the term 'digital' may eventually become obsolete. She highlights the need for user-centric programming, both in galleries and online, to attract diverse audiences. For social media communicators, passion for content and storytelling skills outweigh technical expertise. Bernasconi also addresses the political role of museums, noting that MoMA opposed Trump's travel ban and that curatorial decisions are inherently political. She recommends Nina Simon's 'The Participatory Museum' as a key resource for rethinking museum hierarchies and collaboration.