How Can Personalization Shape Social Action in Cultural Spaces?

Museums and other cultural heritage spaces are social. Personalization, while accommodating diversity, tends to isolate, mainly because it focuses on the content delivered more than the sensorial experience of being in a place with others. We deconstruct the concept of personalization separating the content from the context to introduce social engagement through tangible interaction. We discuss the implications of designing for social interaction in cultural heritage, namely: shaping the stories, the interaction and the ethics involved.