Museum objects and Instagram: agency and communication in digital engagement

In recent years, museums have focused on engaging the public in their collections, exhibitions and programming as they reimagine themselves in the light of changes in technology and visitor expectations. This article spotlights public engagement with museum objects from the perspective of museum visitors, specifically how they engage with objects through the visual social media platform of Instagram. It draws on a case study of Instagram users who visited one popular, urban, Australian museum of contemporary art. We argue that visitor engagement with museum objects on Instagram is informed by agency and authority on the part of the user, and a primary motivation to communicate shared experiences using photography. Findings include a significant focus on objects despite public concerns that social media use in museum spaces is leading to a decreased public engagement in this area. Implications stemming from the research include specific insights for museum practice and understandings that have a potential to impact communication, engagement, and contemporary cultural practices generally.