The Macksey Journal


Google Arts and Culture (GAC, former name: Google Art Project) is a non-profit program within the Google Cultural Institute that provides open-access online exhibitions for users and shares technical tools with cultural institutions across the globe. By digitizing art collections and creating a supportive structure that can hold all information into one place, Google’s digital technologies and the hyper-communicative characteristics of the internet support the open-access of art collections and cultural organizations. This type of online institution can have a significant influence on the narration of viewing art. In this paper, I will show that the representation of art on GAC uses a scientific method for the means of massive transmission. With an emphasis on two visual features: the Art Camera and 360 Degree Videos, my paper focuses on the change of narration in viewing art from using the visual features on GAC, and questions GAC’s role between art history and museology and its responsibility in formulating multifold interpretations and methods of studying art.