In the frame : investigating the use of mobile phone photography in museums

The ubiquitous use of mobile phone technology to capture photographic images hasrapidly become an accepted feature of our social and cultural lifestyle. From the captureof photographic images in a social setting to the evening news reports of the 7/7 suicidebombings that led with phone video footage taken by a member of the public, mobilephone photography has rapidly become embedded in everyday life and presents a new setof challenges for marketers in all sectors. Within the heritage sector, mobile phonephotography presents new methods for visitors to interact with and interpret historicsites, buildings and artefacts. This paper explores the use of mobile phone photographywithin the museum setting through an empirical study conducted at the National FootballMuseum in Preston, UK. It discusses the role of mobile phone photography in the visitorexperience, in formal and informal learning provision, in stimulating the motivation tolearn and in encouraging social interaction with visitor groups. The paper concludes withthe identification of potential marketing opportunities for the museum and widerheritage sector