The current issue and full text archive of this journal is available on Emerald Insight at:
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LHT
36,1
18
Received 30 November 2016
Revised 13 June 2017
Accepted 24 June 2017
Library Hi Tech
Vol. 36 No. 1, 2018
pp. 18-28
© Emerald Publishing Limited
0737-8831
DOI 10.1108/LHT-11-2016-0142
Holograms in libraries – the
potential for education, promotion
and services
Magdalena Wójcik
Institute of Library and Information Science, Jagiellonian University,
Kraków, Poland
Abstract
Purpose – The subject of this paper is the application of holograms in cultural institutions. The purpose of
this paper is to define the potential areas of hologram use in libraries, particularly in education and promotion,
and also in services.
Design/methodology/approach – The method of analysis and criticism of literature was used. Based on a
search conducted through Google Scholar for the 2006-2016 period, the current state of research on the use of
holograms in cultural institutions was established. Subsequently, in order to find examples of hologram use in
libraries, museums, galleries, and social organizations, an established set of queries was used to systematically
search network resources using global search engines and metasearch engines. The initial list of results was
narrowed down to the most relevant. On the basis of the above fact, the main areas of hologram use in cultural
institutions were defined and examples of best practices were selected according to chosen criteria.
The comparative method then was used to determine potential areas of application of holographic techniques in
libraries. Finally, SWOT analysis – the situational analysis method known to management sciences – was used
to determine opportunities and threats related to the use of holograms in cultural institutions.
Findings – Holograms have broad potential use in libraries that is even broader than initially assumed
because they are not limited to education, promotion and services, and can also be used in documentation,
research and exhibitions. The use of holograms can bring many benefits, but it is also associated with certain
risks that need to be considered.
Practical implications – The results can be widely used in practice as a framework for the implementation
of holographic techniques in libraries.
Social implications – The paper can help initiate debate on the opportunities and risks of using holograms
in cultural institutions.
Originality/value – The issue of the use of holograms has not yet been widely discussed in library and
information science scientific journals.
Keywords Library services, Communication technologies, Promotion, Information technologies,
Education, Holograms
Paper type Viewpoint
Background
The amount of information and communication technologies in libraries is constantly
increasing (Anttiroiko and Savolainen, 2011; Li and Lin, 2013; Aharony, 2014). Many
libraries have computers with internet access, printers, scanners, mobile applications, and
social media profiles, all of which assist the daily activities of both librarians and users,
although the situation still needs to be improved to fully meet the expectations of the
audience (Zickuhr et al., 2013). New information and communication technologies are an
important part of all the various services provided by libraries (Wójcik, 2013), but it seems
that libraries still lag behind other cultural institutions, such as museums, galleries and
foundations. Certain technologies, such as virtual reality, mobile apps, and social media are
also more popular and are more represented in the subject literature and in practice, while
others are more neglected. Unfortunately, holographic techniques belong to the second
category, although they are a very interesting technology that could be widely used in libraries.
The author would like to thank Mike Timberlake for proof-reading.
In order to seriously consider implementing new solutions, libraries need reliable sources of Holograms
information about all the various technologies – not just the most popular ones – as well as a in libraries
place for discussion in professional periodicals. The initiation of such a discussion on the
possible use of holograms in libraries is the purpose of the author.

Subject and objectives

The subject of this paper is the use of holograms in cultural institutions. The aim is to define 19
the potential areas of hologram use in libraries, primarily in education and promotional
activities, and also in services. The specific goals include:
• identifying areas of hologram use in museums, galleries and foundations;
• selecting examples of best practice in the use of holograms in cultural institutions;
• defining the opportunities and risks associated with hologram use in cultural
institutions; and
• analyzing the potential of holograms for libraries.

Method
The method of analysis and criticism of literature was used. The current state of research
on the use of holograms in cultural institutions was established based on a search conducted
through Google Scholar for the 2006-2016 period. The following queries were used to search
scientific resources: (hologram OR holographic OR holography AND museum) (hologram
OR holographic OR holography AND library) (hologram OR holographic OR holography
AND “art gallery”), and (hologram OR holographic OR holography AND foundation),
all with slight variations in the form of the words used. Both titles and content of the
documents were searched using the selected terms. A preliminary search returned more
than 40,000 results ordered by relevance, but a close look at the titles and abstracts of
the proposed works in the first ten pages of search results for each query showed that despite
their compliance with formal criteria, many results were not very relevant to the subject. In the
second stage, the search results were limited to those that had the desired keywords in their
titles, which significantly reduced the number of results. This preliminary search indicates
that the issue of the use of holograms in cultural institutions, although it is often raised when
discussing other issues, is rarely raised as the main subject of scientific papers.
In the next stage, information about the use of holograms in libraries, museums, galleries
and social organizations was found by systematically searching network resources using
global search engines and metasearch engines using similar queries to the subject literature
search. Again, the initial result list was narrowed down to the most relevant. On the basis of
the above fact, the main areas of hologram use in cultural institutions were defined and
examples of best practices in this regard were selected based on chosen criteria. Next,
the comparative method was used to determine potential application areas of holographic
techniques in libraries. Finally, SWOT analysis, the situational analysis method known to
management sciences, was used to determine opportunities and threats related to the use of
holograms in cultural institutions (Figure 1).

State of research
Literature analysis carried out based on a systematic Google Scholar search of scientific
resources published in 2006-2016 made it possible to formulate conclusions on the state
of research into the use of holograms in cultural institutions.
The analysis showed that the issues connected with holograms were relatively often
raised due to various factors, primarily cultural sciences, computer science and
management; however, these factors were mostly on the side lines of discussion on other
LHT
Analysis and
36,1 criticism of
Based on a search conducted through
Google Scholar for 2006-2016
literature
Based on a systematic search through network
resources using global search engines and
Analysis of metasearch engines
selected
network Finding examples of the use of holograms in
libraries, museums, galleries and social
20 resources
organizations

Comparison and selection of best practices of the

Benchmarking use of holograms in cultural institutions according
to selected criteria

Comparison of areas of hologram use in

Comparative cultural institutions against use in
method libraries in order to determined potential
areas of application in libraries

SWOT analysis of
SWOT opportunities and threats
Figure 1. related to hologram use
Methodology
of research
Source: Own research (2016)

topics, rarely as the main subject. The most commonly discussed topic was the use of
holograms in museums; their use in other types of cultural institutions was significantly less
frequently mentioned. The most frequently discussed topics included the use of holograms
in museum exhibitions (Bjelkhagen and Osanlou, 2011; Webster, 2010), in museum research
activities (Capineri et al., 2013), and as a part of museum collections ( Johnston, 2009).
From the perspective of this paper, the most interesting publications were: holography and
associated laser techniques in the world of the museum and archaeology (Webster, 2010),
which discusses a broad range of aspects of holographic techniques in museums and
archaeology; and RASCAN holographic radar for detecting and characterizing dinosaur
tracks (Capineri et al., 2013), which shows hologram use in research activities. It must be
noted here that the state of research did not include papers related to the issue of holograms
perceived as an art form, unless the subject was discussed in the context of cultural
institutions. Another fact worth mentioning is that it was unfortunately not possible to find
papers or internet resources that discuss holograms from the perspective of information
and library science. This gap needs to be filled.

Areas of application of holograms in cultural institutions

A search of the network resources from the same angle produced greater results than
analysis of the subject literature. On the internet, especially on websites of cultural
institutions, blogs and social media, case studies and examples of good practice in the use of
holograms in cultural institutions can be more often found, however, it should be noted that
these sources due to their specific social character may not provide the same level of
credibility and objectivity as scientific publications. Just as in the literature, the most
frequently raised issue was the use of holograms in museums. Analysis of both selected
literature and network resources made it possible to nominate several key areas of hologram
usage in cultural institutions. The results are shown in Figure 2.
The analysis showed that holograms are mostly used to enhance the attractiveness of
museum exhibitions and to conduct educational activities. Holograms – a new, visually
attractive form of communication – are often seen as a way to improve information visualization,
 Holograms
in libraries
exibitions

research education
21

Holograms

preservation promotion

documentation services
Figure 2.
Application areas of
holograms in cultural
institutions
Source: Own research (2016)

increase the attractiveness of education in museums, and to enrich the esthetic experience
in art galleries (Bjelkhagen and Osanlou, 2011; Webster, 2010). Interestingly, holograms can
simultaneously complement traditional exhibitions and in some institutions – especially
modern art galleries – constitute the main subject of the exhibition (Cho, 2013; Vildan, 2014;
Warren, 2013). Holograms are also an important element of the PR and promotional activities of
cultural institutions and that attract the public, especially the younger generation
(Dubaï Museum Hologram, 2013; Valcarce-Aspegren, 2015). Holographic techniques such as
holographic interferometry are often used by cultural institutions in research as a way of
non-invasive exploration of historical objects that allow inspection without violation of the
object. According to Webster (2010): “Holography can be used as an NDE (non-destructive
evaluation (author’s note)) tool for the preservation and surveying of the structural integrity of
museum objects where subsurface or other structural defects, probably due to ageing,
are suspected.” This method is particularly useful for cultural institutions because “holographic
technology is not based on light penetration, but on reflection of diffused laser beams from the
artwork surface” (Tornari, 2006). Holograms are also perceived as a tool for creating accurate
digital representations of artworks and historical objects that help preserve them for future
generations (Webster, 2010; Capineri et al., 2013). Less frequently, holograms are used in services,
mostly in the sector of information services. Similarly, they are less often used as a form of
documentation: for instance, to create new resources that may be interested in historical
perspective, and there are some interesting projects in this regard (New dimensions in
Testimony, 2016).

Examples of good practices

Based on the examples of using holograms in cultural institutions that were found in the
network resources, a database of best practices was developed. Examples of good practices
were selected according to a few criteria such as originality, value, and versatility,
LHT and assigned different weights depending on their relevance to the needs of libraries.
36,1 It is essential to note at this point, that the value of good practices was established on the
basis of their descriptions provided often by the organizers of certain projects themselves;
therefore, the assessment was formulated more about the concept/idea of practices and their
potential use than about implementation or results of these practices in the strict sense.
Element that was taken into account when assessing the effects/value of the projects was,
22 however, the public perception of these practices, expressed for instance by their presence in
the media, comments in Web 2.0 services and user reviews.
Both ongoing and completed projects were taken into account. Projects implemented by
so-called hologram museums were not taken into account; instead, we focused on traditional
cultural institutions that implement holograms to improve their activities. The maximum
weight was 15. The best practices were examples that received 10 or more points; these
examples are presented in Table I.
The first selected example of hologram use in a cultural institution is the
documentation and educational project New Dimensions in Testimony conducted by
the USC Shoah Foundation. The aim of this project is to digitalize testimonies of Holocaust
witnesses in a form of engaging and realistic 3D holograms that may help the younger
generation understand these important historical events and preserve the memories
of the victims (New dimensions in Testimony, 2016). The project is of great social
importance and is an example of interesting use of holograms in documentation.
New Dimensions in Testimony had a wide resound in the media, both traditional and
social – and was, among other things, featured in The Guardian and shared more than
1,700 times on Facebook, which has helped to promote knowledge about the Holocaust
among general public (McMullan, 2016). Similar projects could, therefore, be relatively
easily adapted to the needs of libraries and used, for example, in documenting events
relevant to local communities.
The second selected example is holographic reconstruction of historic monuments and
holographic visualization of information provided by Dubaï Museum Hologram (2013).
Holograms make it easy to imagine the appearance of historic buildings, which enriches
knowledge acquisition and is good for promoting museums. A visit to the exhibition met
with positive reception from the public and is described on visitors private websites, blogs
and microblogs as entertaining and enriching (Mithun on the Net, 2010; Fouache, 2013).
Exhibitions are also held by libraries, therefore, it can be assumed that holograms could
have a similar effect as in museums.

Originality ¼ Value ¼ Versatility ¼

Example Area of use weight 1 weight 2 weight 2 Rating

USC Shoah Foundation – New Documentation 3 3 2 13

Dimensions in Testimony Education
Dubai Museum – holographic Exhibition 1 2 3 11
reconstruction of historic Education
monuments, holographic Promotion
visualization of information
Rugby Museum and Art Gallery – Exhibition 2 2 2 10
exhibition of holographic art Promotion
The Abraham Lincoln Exhibition 2 2 2 10
Table I.
Examples of good Presidential Library and Museum Education
practices – criteria of (ALPLM) – holographic “ghosts” Promotion
selection (scale: 1-3, of historical figures
max rating ¼ 15) Source: Own research (2016)
Another selected example of good practice is an exhibition of holographic art provided by Holograms
Rugby Museum and Art Gallery that shows an innovative way of using holograms in the in libraries
promotion of art (Isalska, 2008). The exhibition can convey well-known phenomena and
values in a new, attractive form. This gives visitors the chance to rediscover the art,
provokes them to new thoughts and fosters positive associations with the institution that
allows them feeling new experiences. The exhibition was described and recommended in the
portals dedicated to art and culture, such as ArtRabbit (Art, 2008). Libraries could use a 23
similar technique to support local artists or arrange a holographic exhibition of new forms
of artistic books.
The last example is provided by the Abraham Lincoln Presidential Library and Museum,
which held an exhibition and performance featuring holographic visualizations of deceased
historical characters (Valcarce-Aspegren, 2015). This original form allowed visitors to
establish a more personal contact with history and better empathize with past events.
Excerpts from recordings of the exhibition have been repeatedly shared on social media,
especially on YouTube, both on the channels of official institutions (Chicago Tribune, 2013),
as well as on private accounts. These forms of interesting exhibitions could also make
events held by libraries more attractive.
The presented catalogue of good practices is obviously not complete and does not cover
all the interesting ideas for the use of holograms in cultural institutions, but it shows some
trends. Holograms are, in practice, most commonly used in exhibitions, education and
promotion, mostly in museums or institutions that integrate museums with other types of
institutions, such as art galleries or libraries.

Potential applications of holograms in libraries

In order to determine the potential of holograms for libraries, the areas of their application in
other cultural institutions was compared against their use in public and academic libraries.
The results are shown in Table II.
The analysis showed that the majority of applications of holograms in cultural
institutions could be easily transferred to libraries, either directly or with minor adaptations.
Libraries can enrich their exhibitions with elements of realistic 3D holograms depicting

Area of
application Application in cultural institutions Potential application in libraries

Exhibitions Enriching the exhibition with elements of As in other institutions

realistic 3D holograms depicting characters,
animals and historical objects
Education Enriching the educational experience of patrons Enriching the educational experience of
patrons in terms of information and media
literacy courses
Promotion Building the image of cultural institutions as As in other institutions
modern and up-to-date facilities
Services Providing information services provided by As in other institutions
holographic staff
Documentation Recording witness statements of historical Documenting events relevant to the local
events community
Preservation Creating accurate digital representation of Creating accurate digital representation of
artworks and historical objects old books and manuscripts
Research Data visualization, creating simulations, For example, in academic libraries in the Table II.
non-invasive exploration of artworks and study of antique books and manuscripts Potential applications
historical artefacts of holograms
Source: Own research (2016) in libraries
LHT characters, animals and historical objects, as well as enhance the educational experience of
36,1 patrons in terms of information and media literacy courses. Like other cultural institutions,
holograms can help libraries build a positive image of them as modern and up-to-date
facilities. With holographic personnel, who could relieve real staff and free librarians to
provide more complex services, libraries could also use holograms in the provision of
routine information services, e.g. information about collections, library regulations and
24 principles, etc. Holograms could also document events relevant to the local community in an
interesting manner that would fully capture the emotion, multi-dimensionality, and scale of
the event. Holographic techniques might also help librarians in research about collections by
providing new ways of visualizing data and creating models and simulations, which may be
especially useful for academic libraries.

Potential risks associated with the use of holograms in libraries

Much is written in the subject literature about the opportunities provided by holograms, but it
is also worth considering the potential threats associated with the use of new technologies in
cultural institutions. SWOT analysis was used to analyze systematically the pros and cons
associated with the use of holograms. This method has long been used by management science
to assess chances of success of different initiatives. The main idea is to select strengths and
weaknesses of the analyzed issue and then consider the consequences of these features;
therefore, opportunities are related to strengths, and threats are related to weaknesses
(Free Management Ebooks Team, 2013). In this case, the strengths and opportunities were
selected on the basis of descriptions of implementations holograms published mainly in the
portals of cultural institutions and social media, more rarely in the literature. Weaknesses and
threats have been reported on the basis of the literature concerning the general implementation
of new technologies in cultural institutions, because there was no specific study on this subject
in the context of holograms. Determining the risks is, therefore, theoretical in nature, though
based on data collected in relation to the analogous situation. The results of SWOT analysis for
the use of holograms in cultural institutions are shown in Table III.
The strengths of holographic techniques are, without a doubt, their attractive visual
form and multimedia character, both of which offer the opportunity to record and present
information in an interesting and innovative form. As it was shown in the analysis of
best practices, these create opportunities related to increasing the attractiveness
of institutions and attracting the attention of users, especially the younger generation,
which is not always interested in traditional forms of cultural participation. On the other
hand, holograms require the purchasing and maintenance of special equipment and the
training of staff and users, which can be very expensive. As it was shown by the

Strengths Weaknesses
Attractive visual form Requires the purchase of special equipment
Multimedia character Requires staff and user training
Innovative form of content recording and presentation
Opportunities Threats
The ability to increase the attractiveness of institutions New forms might discourage older users
and attract the attention of users Multimedia nature of the media could hinder focus
Chance to attract a young audience Form can distract from content
Table III.
SWOT analysis of Problems with the storage and durability of
opportunities and resources
threats related to Maintenance costs
using holograms Source: Own research (2016)
experience of library computerization, it was not the purchase of equipment, but Holograms
maintenance that was sometimes a major problem and expense (Saarti, 2003; Okiy, 2005). in libraries
Holograms as new form of presenting art and knowledge might be attractive for younger
people, but could also discourage older patrons that are often not used to new
technologies. The multimedia nature of holograms is both an opportunity and a risk,
because it may distract people’s attention from the actual content, which was proven in
studies concerning the effects of other similar technologies, such as augmented reality, 25
on the human perception (Dunleavy et al., 2009; Wu et al., 2013). Additionally, with
holograms, as with any other technology, there are problems with the storage and
durability of purchased resources. Every technical solution becomes outdated very
quickly, which requires constant organizational effort and financial resources.
The SWOT analysis showed great potential for the use of holograms in libraries, but also
some risk areas that require thought. Diagnosis of some potential hazards should not
automatically discourage the use of holograms; instead, it should contribute to risk analysis
and developing solutions that can neutralize threats. Examples of risk analysis are
presented in Table IV.
The conducted risk analysis led to the formulation of some solutions that could
neutralize or reduce the negative aspects of using holograms. For instance, the risk that new
technologies could discourage older users can be reduced by educational campaigns and
training for seniors that show them the possibilities offered by holograms. Both younger
and older patrons could benefit from information and media literacy training that helps
them receive multimedia messages in a more aware and responsible way and prevent
problems associated with distraction while using holograms. Training staff to always
perceive holograms as tools to support the message and not as a message itself is also
important. Financial and organizational problems can be greatly reduced by establishing
consortia of cultural institutions that allow them to share the costs of IT support,
maintenance and storage space.
Overall, it seems that the risks associated with the introduction of holograms to cultural
institutions can be largely overcome by cooperation between institutions and by conducting
intensive information and education campaigns for both customers and staff.

Discussion
The introduction of new technologies in cultural institutions raises a lot of hope, but also
generates some problems. It is, therefore, necessary to consider the motivations behind the
decision to introduce or reject new solutions.

Threats Examples of solutions

New form may discourage older
users, maintenance costs
Multimedia nature of the media can
hinder focus
Form can distract from the content
Problems with the storage and
durability of resources
Maintenance costs
Source: Own research (2016)
Organizing educational campaigns and training for seniors
Providing information and media literacy training for users which
will enable them to receive multimedia messages in a more aware and
responsible way
Treating holograms as tools to support the message, not as a message
itself
Formation of consortia of institutions and sharing costs of IT support
and storage space
Formation of consortia of institutions and sharing costs of
maintenance Table IV.
Risk management
LHT It seems that the introduction of new technologies in cultural institutions is – at least in
36,1 some cases – a marketing ploy whose aim is to attract new customers, and is not the result
of deeper reflection. Cultural institutions are under tremendous pressure to be modern,
interactive and user friendly (McLean, 2012; Janes, 2013). The recipe for obtaining this
effect is often the use of new technologies. There is no doubt that technologies can be
used with great benefits to improve various aspects of cultural institutions’ services
26 (Carmo and Clá, 2013; Parry, 2013); however, the key decisions may sometimes also be the
result of automatic associations that “new equals better,” which is not always necessarily
true. Limiting the use of new technologies only to aspects of promotion and PR
impoverishes their reception and does not do them full justice. It seems necessary to
broaden the scope of the use of new technologies in areas related to services, education,
documentation and research.
In addition to objective reasons such as poor finances (Lindqvist, 2012), one reason
for the rejection of new technologies in cultural institutions could be the scarcity of
accessible sources of information on new technologies that could show their potential to
managers or employees of cultural institutions. Many curators of culture feel the need to
use new technologies but, as McDermot rightly notes, there is a huge gap between this
need and technological knowledge about the subject (McDermott et al., 2013).
Study programs for librarians, museum curators, and art historians rarely cover
computer science. For instance, an analysis performed by Carson and Little (2014) shows
that “Librarians commonly say that little to no formal IT training was offered as part of
their LIS education.” There are also not many free or affordable training courses for people
interested in deepening their knowledge after graduation, which is a necessity when a
subject, such as this, is constantly changing. In fact, the only sources of information are
social media, which often contains information that is not valuable and proven,
and conferences, which are often not free and directed more toward scientists than
practitioners. Overall, an often involuntary lack of knowledge can slow down the
introduction of new technologies in libraries and other cultural institutions.
In the case of holograms, there is an additional problem: this technology is
strongly associated with pop-culture and, therefore, not always treated seriously.
As Johnston (2009) notes, “holograms have become a staple of science fiction plots,
alongside time travel, robots, black holes, and interplanetary travel.” According to this
author: “holography is an example of technological evolution that challenges
preconceptions” ( Johnston, 2009). Holograms, perhaps more than other technologies,
thus require a reliable information campaign so that knowledge about them overcomes
the myths and preconceptions.

Conclusions
The conducted analysis showed that holograms have broader potential use in libraries
than was initially assumed because it is not limited only to education, promotion and
services, but also includes documentation, research and exhibitions. Holograms could
bring many benefits, but there are also certain risks that need to be considered. It is very
important to ensure that both managers and employees of cultural institutions have the
opportunity to broaden their knowledge about new technologies in order to make
responsible decisions about introducing these tools in their institutions and be prepared to
counter any negative aspects that arise from their use. It is equally important to ensure
that library users and visitors to other cultural institutions have opportunities for training
and can slowly become acquainted with these new technologies so as to prevent them
being excluded. If these precautions are taken, new technologies, including holograms,
can significantly improve many aspects of the activities of cultural institutions and make
them modern and user friendly institutions.
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Corresponding author
Magdalena Wójcik can be contacted at: magda.a.wojcik@gmail.com

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