Page - 245 - in Limina - Grazer theologische Perspektiven, Volume 3:2

245 | www.limina-graz.eu Chiara Zuanni | Heritage in a digital world The personal context includes “the visitor’s prior knowledge, experience and interest”; the physical context involves “the specifics of the exhibi- tions, programs, objects, and labels they encounter”; the socio-cultural context involves “the within- and between- group interactions that oc- cur while in the museum and the visitor’s cultural experiences and values” (Falk 2009, 159). The theory was subsequently refined by Falk, emphasis- ing the role of identity-related needs and interests in constructing a mu- seum experience (Falk 2009; 2013). In a more practice-oriented approach to audience research, segmentation methods are used to understand the composition, motivation, and socio- economic framing of visitors. One such segmentation is for example “Cul- ture Segments”, developed by Morris Hargreaves McIntyre, which sup- ports surveys of cultural audiences in a range of venues and contexts and offers insights into their cultural consumption practices. A category in such segmentation is, for example, the “enrichment” segment which comprises approximately 17 percent of adults and describes audiences with a strong interest for history and who can be targeted through an emphasis on an established tradition and a focus on nostalgia, and who tend to be loyal visitors, who can be part of membership schemes (Morris Hargreaves McI- ntyre [n. d.]). As mentioned, there is not yet a similar body of research for framing the experiences of online audiences, and there is thus a need for a better framing of online attitudes to heritage and consumption patterns. Furthermore, posthumanist research frameworks have been used to un- pack the role of technology in archaeological interpretation by Colleen Morgan, who drew on Donna Haraway’s work to argue that “Cyborg Ar- chaeology” would enable the expansion of boundaries in interpreting the past, opening up new creative approaches to the understanding of the past and the present (Morgan 2019). A recent special issue of the European Journal of Archaeology (Díaz-Guardamino/Morgan 2019) explored further a range of approaches to this cyborg archaeology, while there has not yet been a similar analysis of the entanglement of human and technological processes that shape the production of heritage knowledge in the public sphere. The following sections will start to discuss possible factors in such an analysis, drawing on posthumanism theory to unpack the construction of heritage in the digital sphere.