Journal article

The 'GuggenTube' Phenomenon: Breaking the Boundaries of a 'Digital Museum' Space

N Grincheva

Museum International | Taylor & Francis | Published : 2018


This article explores the ‘GuggenTube’ phenomenon, which was the result of a collaboration between Google and the Solomon R. Guggenheim Foundation to celebrate the five‐year anniversary of YouTube. It proposes a case study of the 2010 YouTube Play creative video contest, which featured worldwide user‐generated content to promote pop video culture in museums. Although it was implemented almost a decade ago, YouTube Play remains one of the few online museum projects with such a large global scope and outreach. The online platform attracted thousands of online participants and millions of followers from around the world. It engaged online audiences in numerous debates on the roles and responsib..

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University of Melbourne Researchers