Abstract This article explores the ‘GuggenTube’ phenomenon, which was the result of a collaboration between Google and the Solomon R. Guggenheim Foundation to celebrate the five‐year anniversary of YouTube. It proposes a case study of the 2010 YouTube Play creative video contest, which featured worldwide user‐generated content to promote pop video culture in museums. Although it was implemented almost a decade ago, YouTube Play remains one of the few online museum projects with such a large global scope and outreach. The online platform attracted thousands of online participants and millions of followers from around the world. It engaged online audiences in numerous debates on the roles and responsibilities of contemporary museums as well as the meaning and function of art. Through digital ethnography, I will analyse the communicative space of YouTube Play, so as to understand the expectations of online users as to their museum experience in the age of digital interactivity. I will argue that the experimental nature of YouTube Play raised much concern among audiences and questioned its cultural value while involving online visitors in truth‐seeking conversations on contemporary arts. In addition, the facilitating role of YouTube Play, which posed important questions for deliberation and led to thought‐provoking dialogue among international online audiences, will be highlighted in the present article.

中文翻译：

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“古根管”现象：打破“数字博物馆”空间的界限

摘要 本文探讨了“GuggenTube”现象，这是 Google 与 Solomon R. Guggenheim 基金会合作庆祝 YouTube 成立五周年的结果。它提出了 2010 年 YouTube Play 创意视频竞赛的案例研究，该竞赛以全球用户生成的内容为特色，以在博物馆中推广流行视频文化。尽管它是在近十年前实施的，但 YouTube Play 仍然是为数不多的具有如此广泛的全球范围和影响力的在线博物馆项目之一。该在线平台吸引了来自世界各地的数千名在线参与者和数百万粉丝。它让在线观众参与了关于当代博物馆的角色和责任以及艺术的意义和功能的众多辩论。通过数字民族志，我将分析 YouTube Play 的交流空间，以了解在线用户在数字交互时代对博物馆体验的期望。我认为 YouTube Play 的实验性质引起了观众的极大关注，并质疑其文化价值，同时让在线访问者参与当代艺术的求真对话。此外，YouTube Play 的促进作用提出了重要的审议问题，并导致了国际在线观众之间发人深省的对话，本文将重点介绍。我认为 YouTube Play 的实验性质引起了观众的极大关注，并质疑其文化价值，同时让在线访问者参与当代艺术的求真对话。此外，YouTube Play 的促进作用提出了重要的审议问题，并导致了国际在线观众之间发人深省的对话，本文将重点介绍。我认为 YouTube Play 的实验性质引起了观众的极大关注，并质疑其文化价值，同时让在线访问者参与当代艺术的求真对话。此外，YouTube Play 的促进作用提出了重要的审议问题，并导致了国际在线观众之间发人深省的对话，本文将重点介绍。