The University of Salford are heading up a multi-organizational research project focusing on the implementation of new forms of digital engagement at the Imperial War Museum (led by Salford academics Gaynor Bagnall, Garry Crawford, Victoria Gosling and Ben Light). Working in partnership with MTM London the University of Salford team will be considering the implementation of IWM’s digital media based project - the Social Interpretation and Cultural Exchange (SICE).

The SICE project is being developed by the IWM (in partnership with KI and UCL) as a means of introducing new forms of digital interactivity and engagement with audiences, both within their museums and beyond.

The SICE project speaks to debates regarding the need to engage people in arts attendance, particularly where social status may mitigate against this. It applies social media models to the interpretation of museum collections, and in doing so the project aims to enable new frameworks for engagement and social interpretation, and to re-balance the authority/audience relationship. The intent here is to make collections more relevant, accessible and democratic, thus allowing the audience to feel more engaged and have a greater sense of ownership, connection and participation. The key is how to achieve this and whether engaging with innovative digital technology both in-gallery and online unify audiences?

The aim of this research is therefore to investigate the potential for, and risks of, applying social media models to cultural collections, to facilitate social interpretation, to increase audience engagement and reach, and to re-balance the audience/authority relationship.

For further details please contact: Dr Gaynor Bagnall or visit

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