Art in circulation: Creating content and context for digital reproduction of artworks

The use of digital museum objects has become an essential part of museums' communication and marketing strategies, research and teaching, and curatorial practices. This new visibility, amplified by the COVID-19 crisis, has not only revealed the possibilities of digital museum objects but has also underscored significant challenges, including the intricate relationship between digital museum objects and physical objects, the impact of digital museum objects on knowledge creation, and the online interaction with art and cultural heritage. Furthermore, it has drawn attention to the digital platforms that host digital museum objects, ranging from museum collection databases to online encyclopedias, cultural heritage platforms, and social media. The present paper explores these issues by examining how digital platforms are changing the way digital reproductions of artworks are used and reimagined, both inside and outside the institutions that house the artworks. To illuminate these dynamics, it looks at specific case studies, including the Getty Challenge, the online circulation of Delacroix's La liberté guidant le peuple, and the collection databases of Belgian museums and of the Mauritshuis. Theoretically, it combines the art historical concept of circulation with the notion of gray and colored memory drawn from digital memory studies. In doing so, it conceives of museum databases and cultural heritage platforms, as spaces of participation and neglect, of memory and oblivion, with a vast potential for producing new perspectives on art and cultural heritage and telling new (art) histories. In conclusion, the paper advocates for “circulation” as a key concept for revitalizing online collections of digital reproductions of artworks.