6.6B Vatican Museums - Rosangela Mancusi, Head of Multimedia and Web Office

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Do curso por Università Bocconi

Arts and Heritage Management

268 classificações

Università Bocconi

Arts and Heritage Management

268 classificações

Today cultural institutions are facing important dilemmas in many aspects of their management. Over the past decades, a new figure has emerged that of the art manager. Imagine you went to work every day to connect artists with audiences, vision with reality, and money with a mission. That is what managers in the arts do, they play an essential role in transforming the minds, lives, and communities through creative expression. This course has been conceptualized to address the need of skills and techniques to help professionals and managers in running art and cultural institutions. Learning Objectives There are three objectives to this course. First, we will approach the biggest issue cultural institutions face, the coexistence of managers and curators and giving evidence as to when, how, and why they can get along. Second, we will focus on some contemporary facets on what is means to manage a cultural institution and what cultural managers should expect and be able to face. And lastly, we will provide models and tools to design and implement appropriate courses of action to satisfy customers (visitors and audiences) and build an advantage over the competition. Course Structure The course is divided into six sections. Five sections are dedicated to specific aspects and themes of managing cultural institutions, while the sixth section is dedicated to individual interviews of prominent cultural institution managers on specific topics. The involvement of professionals and managers gives an incredible value to the learning experience of this course. Each module is paired with a quiz and discussion forums to reflect on the variety of the heritage management, its complexity, and the power of the network that we will build together during the course. Successful completion of the quizzes is required for a course certificate as explained in the Grading Policy page. If you love art and want to make an impact in this unique and fantastic sector, this course will support you in understanding the peculiarities of this sector and how to leverage on its tools to make a bigger impact. Look forward to meeting you online! Acknowledgements: Vatican Museums: www.museivaticani.va Cenacolo Vinciano: www.beniculturali.it/mibac/export/MiBAC/sito-MiBAC/Contenuti/MibacUnif/Eventi/visualizza_asset.html_1283837989.html (ITA) FAI (Fondo Ambiente Italiano): eng.fondoambiente.it MUVE (Fondazione Musei Civici Venezia): www.visitmuve.it The National Trust: www.nationaltrust.org.uk The Archeological Site of Paestum: www.museopaestum.beniculturali.it whc.unesco.org/en/list/842 Museo dell'Opera del Duomo (Florence): www.museumflorence.com Museo del Violino: www.museodelviolino.org _________________________________ Disclaimer - Since some of the videos are conducted with those whose native language is not English, we have decided to sometimes preserve their more emphatic speech to keep a tighter match between the audio and subtitles.

Na lição

MEET THE MANAGERS

Hear what managers have to share about how they deal with the main topics of this field: A collection of best practices told directly from the people responsible for these success cases.

6.1 Meet the managers0:51

6.2 Reliving the Past in the Present | Archeological Site of Paestum - Gabriel Zuchtriegel, Director14:36

6.3 An Example of Virtuosity | Fondazione Musei Civici Venezia - Mattia Agnetti, General Secretary7:18

6.4A FAI Contemporary Art and Collection | Villa Litta Panza - Anna Bernardini, Director3:56

6.4B FAI Fundraising and International Networks | Villa Necchi Campiglio - Alessandra Varisco, International Fundraising Manager11:26

6.4C FAI Fundraising and CRM - Patrice Simonnet, Head of Individual Fundraising7:50

6.5 Research and Promotion as Key Vector for Success | Cenacolo Vinciano - Chiara Rostagno, Director13:18

6.6 - Vatican Museums - Barbara Jatta, Director12:44

6.6A Vatican Museums - Antonio Paolucci, Former Director8:53

6.6B Vatican Museums - Rosangela Mancusi, Head of Multimedia and Web Office10:49

6.6C Vatican Museums - Anastasia Biller, Head of the Office of Public Relations and Services13:41

6.6D Vatican Museums - Luca della Giovampaola, Head of Technology Support9:38

6.6E Vatican Museums - Diego Ortuso, Head of Museum Security Staff7:50

6.7 Museo dell' Opera del Duomo (Florence) - Fr. Timothy Verdon, Director4:56

6.8 National Trust - Simon Murray, Senior Director3:47

Conheça os instrutores

Andrea Rurale
Director
Master in Arts Management and Administration (MAMA)

Rosangela Mancusi, Head of Web and

Multimedia Office, the Vatican Museum, thank you.

Thank you to you.

So the Vatican Museum is visited by nearly 30,000 people everyday,

more than six million visitors per year, more than six kilometers of itinerary and

also the website, more than three millions users.

Yes.

All these figures are a big challenge.

How do you face this big numbers in organizing the website

of the Vatican Museums?

Great numbers can be very frightening, really,

but it's very challenging task.

Large audiences, so

different kinds of audiences can pose different kinds of communication problems.

We regularly visit our traffic, the amount of traffic on our website,

and so we can understand the country of origin of our visitor,

because this is very important for us.

Because this can give us some useful feedback, an insight and

then we can operate some improving actions with regards to communication.

Big numbers are everywhere here at the Vatican Museums.

The Museums are named in the plural form, this is a very unique case.

No other museum in the world are named in the plural form.

It means that they are a system of museums,

so there're plural, multiple characters,

and at the same time universal sounds very, very unusual.

So how to manage, how to narrate, how to express to people these

multiple faces of these ancient museums?

The world's oldest, most beautiful collection of art,

what is the principal goal that this kind of museum has to face or has to reach?

Surely to make ritual to the most great number of people to the

whole world, everybody has to reach the Vatican Museums.

What better tool than the web that one can reach the peripheries of human existence.

Pope Francis in one of his last messages, on the occasion of

the World Communication Day, said that the Internet is a gift of God,

that through the Internet and

through the website we can reach the peripheries of human existence.

In the era of communication,

the church has to be capable to bring words and to stir hearts.

So our language, our journey through the Vatican's Museums has to be intellectual,

has to be spiritual, because the mission of the Vatican Museum is not a mission

to preserve, to take care of works of masterpiece.

It's not only to educate people, but

it's also to evangelize through art and beauty.

The Vatican Museums are images that can educate us and

education through images.

You can immagine how stressed we had to give through the website

to the quality standard of images or videos,

because it's very important to think about a bit of strategy,

because it's also an emotional journey.

If you want to grasp the meaning of the Vatican Museums,

you have to feel the emotion.

This is one of the best ways to get in touch and try to understand it.

Regarding the point of the many functions of the Vatican Museums,

also the function not only to preserve, entertain,

educate, but also a sort of evangelization through art…

That's right.

…one of the topics for sure is to get in contact with as many people as possible.

So also the language is an issue quite important in the website,

how do you deal with that?

The Vatican Museums' website is available in full, underline in full,

in five different languages, Italian, English, Spanish, French, and German.

And we are in the process of thinking of developing the other language versions,

for example Arabic, Russian, and Chinese, in order to reach

a broader audience and so the whole world,

because the Vatican Museums are open to all.

Pope Francis, expressing his idea of art, said that we have to be open to all,

to everybody to be open to all the forms of art and to all languages

because our main, principle goal is to make us understand, so

to be transparent and to be accessible,

accessible in different ways, even the accessibility towards disabled people.

In the new portal, for example, we have developed a section called accessibility.

Which is a section about all the facilities that we

offer to people with disabilities,

and also the visit offered, the tour offered,

were to offer towards deaf people for example or blind people.

Because what is important is not to attract more visitors,

six million visitors per year is a great number.

The director of the Vatican Museums asked for zero growth.

What is important is not to attract more visitors, but

to facilitate them in their visit to better develop their

visitor experience in order to make them understand the history

of the church and the history of human kind,

because it's not just history of the church, of all the different papacies, but

also the history of human kind and the creation of the homo faber.

So the importance of the improvement of the experience of the present visitors and

the famous zero growth of the six million visitors per year here.

The other topic is regarding this new website.

There is a new website,

but actually the Vatican Museum had already preceded the website.

And also since some years it's possible to buy online the ticket.

And there is a massive amount of purchase online for

the ticket and the offering proposed by the Vatican Museum.

Why was it necessary to redesign and restructure?

You mentioned the relation with the disabled and particular category of

visitors, but as an overall, since you are the head of that office,

what was the criteria and the pillars of this new website?

Yes, in the recent years, I mean starting from 2009 and

the direction of the Vatican Museums has carried out a real change,

real great organizational change.

And one of the tools, one of the precious tools to express, to communicate

this change toward openness, toward opening all the doors to the Vatican Museums.

To make people come, to make the world come,

at the same time to make open the museums was projecting a new website.

This new website could be a window to the Vatican Museums and

inline with the words of Pope Francis, it could express

all of the treasures, which are gathered in the museums,

but at the same time, what was going on?

Because the museums are a lovely entity,

they are not a dusty collection or a dusty place, or a boring place.

Vatican Museums are a center for study, a center for

research, a creative laboratory, so it's a very lovely entity.

How can you express this change?

What better tool then the web to make people come, enter, see, and visit,

because the time you need to update a website is very short,

it's a very quick way to make people understand and share with them.

Okay, regarding this topic there is another question that comes to my mind.

Do this strong and also massive online presence and

online strategy conflict with the concrete, real visit of the museum?

In other words,

does this online activity prevent the visitor eventually from coming here?

What do you think about that?

History has proven that the virtual visit cannot replace the physical,

the real one, or,

sometimes the people who don't plan to come to the museums,

but just happen to go and visit the website decide after to

organize a trip to Rome and visit the museums, overturning the common place.

So, we get encouragement from this.

All of the things that you can find in a website are just an invitation

to what you're going to find;

and once you have left the Vatican Museums, the website is still there

to help you have a souvenir, a memory, but at the same time, it gives you

all the useful tools to deepen your knowledge of what you have seen.

Sometimes you don't have the time.

You have said that there are six kilometers of itinerary to walk.

You don't have time to grasp everything.

Then you need to go home, think about your visit, and then go and

check all the information, all the details, information, scientific,

artistic information that you can find easily while you are at home.

Thank you very much, Rosangela Mancusi, Head of the Web and Multimedia Office.

Thank you.

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