Online vs. Offline: Dichotomy Hinders the Development of Creative Potential

Abstract

Digital projects and virtual exhibitions are perceived as a space with great potential for presenting cultural heritage; however, the field of digital curatorship brings new challenges. This paper examines the relationship between online and offline exhibitions in the museum environment and points out that their dichotomous perception hinders the development of the creative potential of both formats. The text first places online exhibitions into a broader social context: it considers demographic changes and unequal access to cultural heritage, the experience of museum closures during the pandemic, the issue of overtourism, and the rise of AI. It further compares the key characteristics and differences of both types of exhibitions. It highlights that online exhibitions are neither simpler nor cheaper to produce, and they place new demands on creators in the areas of UX, UI, and digital storytelling. It also addresses the typology of online exhibitions-from databases and 3D tours to complex interactive projects-and the principles of navigation in digital space. In the section dedicated to digital curatorship, systemic barriers are identified based on research with direct stakeholders: the absence of an official digital curator position in the Czech Republic, insufficient institutional support, and the limited experience of both creators and visitors with this format. To fulfill the mission of museum institutions, it is important to seek out innovative ways of presentation. For museums to respond creatively to the diverse needs of visitors, a greater integration of online and offline exhibitions is advisable.