Over the last three decades, the digitisation of art collections has become a priority for an increasing number of museums all over the world. Regarded as a means of promoting public access to culture, the dissemination of collections on the Internet has also proven to be crucial for communicating with different audiences. Through museum websites, social media and common platforms—such as Google Arts & Culture or Europeana—digital images are now made widely accessible and come to acquire a life of their own; a life that transcends the original artwork, as it takes place largely outside the institutional sphere. Moreover, the open online circulation of these reproductions paves the way for multiple uses, reinterpretations and recreations. In this article, I will discuss the creative potential of open access to art collections, questioning whether museums are effectively dealing with these new cultural dynamics because, although many of these experiments can easily be found by browsing the Internet, they are rarely accessible through institutional channels. After a brief contextualisation, the text focuses on an emblematic case‐study: The Portrait of Giovanna Tornabuoni by Domenico Ghirlandaio, housed at the Thyssen‐Bornemisza Museum in Madrid. My research involves a comprehensive online tracking of artistic projects either inspired by or derived from this Renaissance masterpiece. Based on a critical analysis of Internet sources, as well as interviews with the museum and the artists themselves, I argue that exploring the links between institutional and alternative narratives contributes to multiple visions of the collections and fosters digital engagement.

中文翻译：

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衍生叙事：互联网杰作的多重生活

在过去的三年中，艺术收藏品的数字化已成为全球越来越多博物馆的优先事项。作为促进公众接触文化的一种手段，在互联网上传播馆藏也被证明对于与不同受众进行交流至关重要。通过博物馆网站、社交媒体和通用平台（例如 Google Arts & Culture 或 Europeana），数字图像现在可以广泛访问并获得自己的生命；一种超越原始艺术作品的生活，因为它主要发生在制度领域之外。此外，这些复制品的开放在线流通为多种用途、重新解释和娱乐铺平了道路。在本文中，我将讨论开放获取艺术收藏的创造潜力，质疑博物馆是否有效地应对了这些新的文化动态，因为尽管可以通过浏览互联网轻松找到其中许多实验，但很少通过机构渠道访问它们。经过简短的语境分析后，文本将重点放在一个具有代表性的案例研究上：多梅尼科·吉兰达约 (Domenico Ghirlandaio) 的乔瓦娜·托纳布尼 (Giovanna Tornabuoni) 肖像，收藏于马德里蒂森博内米萨博物馆。我的研究涉及对受文艺复兴时期杰作启发或衍生的艺术项目进行全面的在线跟踪。基于对互联网资源的批判性分析，以及对博物馆和艺术家本人的采访，我认为探索机构叙事和另类叙事之间的联系有助于对收藏品的多种看法，并促进数字参与。