How algorithmic cultural recommendation influence the marketing of cultural collections

Museums make their collections available online to keep pace with developments in how people access and share information. While museums have traditionally understood the notion of public access as part of their institutional remit, in this paper I draw on policy documents and qualitative interviews with Australasian cultural professionals, to examine how the discourse of access might account for the museum’s transformation from a community space to a resource that is beneficial to marketers. I use Google Arts & Culture as a case study, to suggest the terms of public access have altered to adapt to the needs of commercial “digital enclosures.” When people engage with the museum in virtual spaces data are collected. Algorithms work as a set of instructions that make it possible to search, sort and organise the data, linking together people and their online practices in order to enact a form of algorithmic cultural recommendation.