This post was authored by ArchivesAWARE! editor Chris Burns, Manuscripts Curator and University Archivist at the University of Vermont.
This is the first in a series of posts about the use of video as an archival awareness tool. This initial post will feature videos which focus on what an archives is and what archivists do. Future posts will look at promoting these videos, determining their impact, and will take a closer look at some of the other topics archives are using this format to cover. Feel free to contact the editors of this blog at firstname.lastname@example.org if you have a video or topic you would like to see covered, or if you would like to contribute to this series.
On August 26, 2015, Kathleen Roe premiered the Society of American Archivists’ Archives Change Lives video during her plenary talk at SAA’s annual meeting. As of this writing, the video has over 3,400 views on YouTube. The video clocks in at just under three minutes and features Kathleen Roe, Dennis Meissner, Steven Booth and Samantha Norling talking about the power of archives, cut with images from archives, of archivists at work, and of people interacting with archives. The core message of the video is articulated by Kathleen Roe, “What I hope that my colleagues and I will all be able to do together is to explain to people in clear, compelling language why we think archives matter, why what we do is valuable.”
The video was unveiled at the end of Roe’s year as President of SAA, a year where she led Year of Living Dangerously for Archives initiative, which challenged SAA’s membership to increase their advocacy for archives. One compelling way to get this message across, as Kathleen and SAA demonstrated, is through the use of video. A search of YouTube for videos relating to archives, archivists, and special collections turns up a number of attempts to do just that. These videos tackle a range of topics and vary in their approach, goals, budget, and production quality.
One of the big questions they address is What is an Archive? The production elements are similar to the SAA video, it clocks in at just under 3 minutes, features a combination of talking heads and still images, and has music playing in the background throughout. Like the SAA video, the premise is simple and direct, it is a short video of archivists and archives users speaking passionately about the power and importance of archives. The three-minute length of these two videos is no accident, as it is often recommended as the maximum length for promotional videos. The video was published in October, 2013 and has been viewed over 4,100 times.
A video produced in 2014 by Duke University’s Rubenstein Library begins with a voice stating, “I think it’s a challenge and a curse to explain what an archive is to people, and it’s because it means so many different things to different people.” The video, The Guardians of History, digs a little deeper than the two mentioned above, taking a look at the work of seven archivists at Duke. This video is a little longer, coming in at just under 9 minutes, but again features interviews, still images of archives and archivists, and a musical backing track during part of the video. The interviewees speak candidly about the difficulty they have in explaining what they do to friends and family members, one speaker noting, “sometimes it’s not worth the effort to explain what an archivist is, so I’ll go ‘Oh, I’m a librarian.’” The video is an honest look at the work of archivists, giving voice to their passion for the work, and discussing some of the humorous and very human items in archival collections. The video is a good introduction to archival work. The budget is not on a Hollywood scale, but the quality of the sound, images, and editing are all very good. To date, the video has been viewed over 1,500 times.
At an Institutional level, BYU took a novel approach in 2011 when they made a fictional trailer for their L. Tom Perry Special Collections, parodying the trailers of blockbuster Hollywood adventure films. To date, the clip has been viewed over 13,000 times.
Two years later, they made a more conventional, and more informative, introductory video. This video has been viewed just under 800 times.
Of course, the number of views a video gets does not really tell us whether a video has successfully met its goals. Those goals could be for an institution to experiment with the process of producing a video, or to create a video that can be played in a classroom setting or sent to a patron in advance of a research visit. However, creating a high quality video that people want to watch and share should also not be understated. It is relatively easy to shoot footage, and increasingly easy to edit that footage, but creating a video where the sound quality is consistent, the edits are relatively seamless, and the content is compelling takes a certain level of skill and patience.
A number of videos get into the question of what an archivist does, which can be helpful in explaining our profession to people who might be interested in a career in archives as well as getting the word out more broadly.
A 2010 example of this type of video comes from the Freer Gallery of Art and Arthur M. Sackler Archives, A Day in the Life of an Archivist. The video features an archivist explaining their work over a musical backing track. As the comments indicate, from both viewers and the creator, this was an initial attempt by the Sackler Archives to work in this medium and there are some issues with sound levels. That said, the video has been viewed over 12,000 times, which demonstrates that this is a topic of interest, and is either well promoted or frequently found through internet searches.
By comparison, another video done at the same time, Freer Gallery of Art and Arthur M. Sackler Gallery Archives Introduction, has been viewed just under 1,900 times.
Some other videos that introduce viewers to archivists and their work are:
Meet Our Vintage Collection Archivist, Bill Bonner – National Geographic (over 45,000 views)
A Day in the Life of a Processing Archivist, UALR Center for Arkansas History and Culture, 2014 (300+ views)
Aaron Rubenstein, University and Digital Archivist, UMass Amherst Libraries, 2014 (around 150 views)
Peter Hirtle’s Thoughts on Being an Archivist, Debra Schiff, Here and There Blog, 2011 (2,300+ views)
Not all institutions are as well-known or have the same ability to promote content as the National Geographic, but there are a few key principles that we should keep in mind as we develop content in this area in order to ensure our videos successfully reach their intended audience.
- Compelling content. As archivists, we know we do interesting work. Video is not and should not be the only way to tell our stories, but the passion we have for our work and the visual appeal of the materials we work with make video a great opportunity for archivists. Demonstrating that passion, telling fascinating stories from our work, exhibiting collection highlights, and using humor are effective ways we can pull in viewers.
- Clearly defined goals. Why are you making the video? Who do you hope to reach with the video and how will you reach them? Is your video aimed at an internal audience or a much broader audience?
- Production value matters. Experimentation and a Do-It-Yourself ethos are laudable, but we should also be striving for something that people want to watch and share. Poor production quality will compromise good content.
- Promotion is key. Creating a well-produced video with a good story is only the beginning. Working with whatever outreach outlets are available and appropriate for your video is essential to achieving success.
The videos highlighted above show that there is an audience for stories about and from the archives. We can create a larger audience for this content by collectively developing more content. Some of it will necessarily be institution-specific, but there is also certainly a role for more videos produced by SAA and others that talk more generally about archives and archivists. Video is a powerful medium, and we as archivists should be taking advantage of it to promote our institutions and the archival profession.