Social Contract Archaeology

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    SocialContractArchaeology:abusinesscaseforthefuture

    BrendonWilkins,ProjectDirector,FlagFenLives

    LisaWestcottWilkins,ManagingDirector,FlagFenLives

    Paperpresentedtothe18th

    AnnualMeetingoftheEuropeanAssociationofArchaeologists,Helsinki,31

    stAugust2012

    PowerPointpresentationavailabletoviewhere:

    http://www.slideshare.net/DigVentures/social-contract-archaeology-a-business-case-for-

    the-future

    Audiencetweetsavailabletoviewhere:

    http://storify.com/TheDigVenturers/digventures-at-eaa-2012-helsinki

    Abstract

    In July 2012,DigVenturespioneeredan entirely newprocurementmodel forarchaeology,

    hosting Europes first crowdfunded and crowdsourced excavation at the internationally

    significantBronzeAge siteatFlagFen(www.digventures.com).TheDigVenturesapproach

    canbest bedescribedas SocialContract Archaeology a value-led archaeology situated

    withintheemergingtrendforsocialcommerce,enteringintoasocialcontractwithaswidea

    constituency of funders and stakeholders as possible. Assessing the success of this new

    businessmodel in terms of audience reach and engagement, this paperwill present key

    metrics for breadth, depth and diversity of on and off-line participation, evaluating our

    contributiontothepublicgood.

    Introduction

    Tobegin,andattheriskofmarkingourcardsascyber-utopians,wedliketostartbymaking

    anarchaeologicalstatementaboutthepresent:

    Neverbeforeinthehistoryofourspecieshasitbeeneasiertouniteagroupofpeoplein

    pursuitofacommonpurpose.

    Werethinking of course abouttheArab Spring;about the election of Obama; even the

    Londonriots.Thisisthedefiningmotifofourage,andourquestiontotheEAAconferenceis:whatdoesthisnowmeanforarchaeology?Howcanweworkthistoouradvantage?

    Webelievewevefoundatleastoneoftheanswerstothesequestions.Sixmonthsagothe

    custodians of an internationally significant Bronze Age wetland and visitor attraction

    approached us. The archaeologywas drying out, the visitor numbers drying up, and the

    moneytoexcavatehadlongsincegone.Inthatshortspaceoftimewehave:

    Assembledateamofspecialists. Raisedover27,000fromanetworkof250people. Broughtasiteteamofover100peopletogethertocompletea3weekexcavation. Raisedsitevisitornumbersby29%andarenowassessingtheexcavationresultsandwritingamanagementplanforthefuturerunningofthesite.

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    Wedliketosharethelearningfromthisexperiencewithyoutoday,andsetthisnewmodel

    somethingwearecallingSocialContractArchaeology intoawidersocialandeconomic

    context.

    CrisisandOpportunity

    Its fair to say thatweare the product of the era of austerity, and whilst the following

    narrativemaynothaveanydirectrelevancetosomeofourEuropeancolleagues,Imsure

    youwillallsharesimilarcircumstances.Castyourmindsback,ifyouwill,totheheadydays

    ofJanuary2006.WithLehmanBrothers18months frombankruptcy, thepartywasstillin

    full swing and archaeologists were busy bees. So busy in fact, that the biggest problem

    facingtheprofessionwasfindingtimetotalktoeachother.

    InthatmonthRichardBradleypresentedapapertotheSocietyofAntiquariesarguingthat

    thereweretwodifferentculturesofarchaeology:academic,committedtoresearchandthe

    pursuit of knowledge; and commercial, devoted to the preservation by record ofarchaeologicalremainsthreatenedwithdestruction(Bradley2006,1).Ifexcavationprojects

    were to be fit for purpose, and if we were to fully realise our public benefit as

    archaeologists, then bridging this disciplinary schism was themost pressing issue facing

    archaeology.Fast-forwardto2012andsuchconcernspaleintoinsignificance.

    The Northants Effect looms large on the horizon, with an unofficial 11% cut infrontlinelocalauthorityarchaeologypostscreatingblackholesinserviceprovision

    (ALGAO2012).

    Withdrawalofgrant-in-aidfortheCouncilforBritishArchaeologyandEnglishHeritagemayyetseethoseorganisationschangebeyondrecognition(Thurley2011).

    The tripling of university fees for entry-level archaeology qualifications, for whichthereisasubstantiallydecreasingmarket(Schlanger&Aitchison2012;Horton2012).

    Opportunity

    And yet it is said that archaeology has never been more popular. Membership of the

    NationalTrust,EnglishHeritage,andtheCouncilforBritishArchaeologyisgrowing(Thomas

    2010),whilsttheCM&SSelectcommitteeidentifiedthatheritagetourismcontributes20.6

    billion to the UK economy (HLF 2010).With no certainty that commercial, academic, or

    community archaeology funding models will survive much longer in their current form,

    creative solutions are required to square the shortfall in excavation funding. Certain

    activitiesremainofflimitshowever,suchasthesaleofartefacts,whicharchaeologistsfearwouldunderminekeymessagesaboutthevalueofarchaeologytosociety.

    Butthereareotheralternativesthatstillsitcomfortablywithasocialconscience.Admission

    feestohistoricsitesarecommon,whilstTimeTeamandCurrentArchaeologyaretwoof

    themostestablishedandlucrativearchaeologybusinessesintheUK.FollowingGarrodand

    Williss statement that ...in some cases it may be possible to subsidise the public good

    attributesofasite throughexploiting certainof itsothermoremarketableassets,(2002,

    50) DigVentures set out to leverage the publics fascination with the past to financially

    supporttheworldsfirstcrowdfundedexcavation.

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    SowhatareCrowdfundingandCrowdsourcing?

    Therearecurrentlyover450crowdfundingplatformsgloballythatcanbesummarisedinto4

    different types. These include lending-based; equity-based; reward-based and donation-

    based.Wehaveadoptedthereward-basedmodelessentiallyasystemofmicro-patronage

    that has been most successful in creative industries such as film, music and drama.Supporterscanlaunchprojectssuchasfilms,records,exhibitionsandrunwayshowsthrough

    buyingperks andrewards oncrowdfunding hubslikeKickstarteror Sponsume. Ideas that

    maynotfitthepatternrequiredbyconventionalfinanciersthereforeachievetractioninthe

    marketplace,supportedbywhathasbeencalledthewisdomofcrowds(Surowiecki2005;

    Shirkey2008).

    Wecombinedthisapproachwithcrowdsourcing,invitingthepublictobecomepartofour

    process eithervia a robustdigitalplatform from thecomfortoftheirarmchairs(in real

    time),orwith theirsleevesrolleduponthe site itself. Crowdsourcing isa termcoinedin

    2006bythejournalistJeffHowe,whowroteanarticleinWiredmagazinecalledTheRiseof

    Crowdsourcing.

    Crowdsourcingisawhenacompanytakesajobthatwasonceperformedbyemployeesand

    outsourceitintheformofanopencalltoalargeundefinedgroupofpeoplegenerallyusing

    theinternet.(2008Crowdsourcing:whythepowerofthecrowdisdrivingthe futureof

    business).

    Crowdfunding technology is yet to be thoroughly tested in archaeology, although close

    parallels can be seen in the citizen science model successfully used by conservation

    organisationslikeEarthwatch,whohavesoughttodemocratiseaccesstoscientificresearch

    (seeFeyerband1978).ThedifferencewithDigVenturescomesfromtheuseofsocialmedia

    tools what have been called architectures of participation to facilitate informationsharing, interaction and community formation (ORielly 2004). Hence our tag line:

    Archaeologyinyourhands.

    WhoareDigVenturesandwhatisFlagFenLives?

    DigVentures Ltd is a social enterprise committed to providing seed capital and building

    audiencesforarchaeologyprojectsworldwide.ThecompanywasincorporatedinNovember

    2011,andlauncheditsfirstproject,FlagFenLives,on29thFebruary2012.Theprojectwas

    fullyfundedbyJune,andathree-weekfieldschoolwasdeliveredbymid-Augustandnow

    wearehere,inHelsinki,lessthantwoweekslatertosharetheinitialresultsofourproject.

    Flag Fen Lives is a crowdfunding and crowdsourcing campaign, excavation and post-

    excavation programme built around the Bronze Age monument of Flag Fen, near

    Peterboroughin theUnitedKingdom. The27kof crowdfundedstart-upcapitalwasused

    thisyeartoundertakeathree-weekevaluationofthesite,withviewtoconstructingafully

    funded five-year researchprogrammeatFlag Fen. This field seasonsworkwastherefore

    limitedinscope,andfocusedontargetedtrenchingonthedrylandandtestpitsoverthe

    waterlogged structures to assess the impact of dewatering. The aim is to generate data

    acrosskeymetricsinsupportofafullyfundedfive-yearexcavationproject.Giventhatonly

    5%ofthesitehasbeenexcavatedthusfar,thepotentialforfurtherlearningissignificant.

    Asaresearchprojectonaninternationallysignificantsite,theprojectwilladheretoEnglish

    Heritages MoRPHE framework. Project partners include Vivacity, The British Museum,

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    EnglishHeritage,DurhamUniversity,BirminghamUniversityandUniversityCollegeLondon.

    Anevaluationof thecommunityimpactoftheproject (onandoffline)wasundertakenby

    publicarchaeologistsfromUCL,assessingthesuccessofthenewmodelintermsofaudience

    reachandengagement,andthebreadth,depthanddiversityofonandoff-lineparticipation.

    Inadditiontothearchaeologicalimperative,thereweretwoadditionalobjectivesforFlagFenLives:toreinvigoratethefailingvisitorattractionwhichhasexperiencedasharpdecline

    invisitornumberssincetheendofliveexcavationintheearly2000s,andtoprovidehands-

    on,marketablearchaeologicalfieldskillstrainingtoourVenturers.

    SpectrumofEngagement

    Thecritique levelled at theuseof socialmedia in archaeology centreson concernsover

    digitalparticipationandbarrierstoentry.Howmeaningfulcansocialmediareallybewhen

    comparedwith traditional formsofengagementand byextension,how sustainablecan

    thisnewmodelactuallybe?

    Byanyyardstick,raising27,000fromanetworkedcommunityisaveryrealindicationof

    commitment.Peoplepartingwiththeirhardearnedcashisonewayofmeasuringthis,but

    wealsoputa rigorouspublicarchaeologyevaluationin place toassessthequalityof the

    depthandbreadthofthatengagement,andwewilloutlinetheinitialresultsbelow.

    To frame these results and this debate, wed also like to introduce the concept of a

    SpectrumofEngagement.Weopenedbysayingthatsocialmediahasgivenusthecapacity

    tobringpeopletogetherasneverbefore.Onthatbasiswebelievethatthemoneyweraised

    throughcrowdfunding no insubstantial sum isactually secondary to thefact thatwe

    havebuiltacommunityofadvocatesaroundoursite.

    Wevedonethisbyprovidingaspectrumofengagementlevels,startingwithsomethingvery

    small but meaningful (a one click engagement a Facebook share of our Videos) and

    graduatingupwardstoactuallyvisitingthesiteorfundingourcampaign.Fromoneminutea

    day,to tenminutesaday, todiggingwithus foraday,aweekend,aweekorlonger.This

    meansthatpeopleareable tomoveupthescale,andin futureyears, justaseasilymove

    down.Thepointisthatweareallpullinginthesamedirection,andifwecontinuetobe

    focussedonourventurers,wecanensurethatwecarrythesepeoplewithusintoyears2,3,

    4 and beyond. Far from the one-click engagement being ameaningless statistic, it can

    insteadbeviewedasanessentialbuildingblockformeaningfulpublicimpact,andthrough

    thesemeanswebelievethatwecangrowoursupportyearonyear.

    EvaluationVisitorsandVenturers

    SusieThomasresearchfortheCBAindicatesthatthereareover200,000peopleintheUK

    thatself-identifyasmembersofalocalhistoryorarchaeologysociety(Thomas2010);these

    werethepeopleweconsideredtobeourprimarymarket.Whenbuiltthecommunityfor

    FlagFenLives,wemadeadeliberatedecisionaboutthetoneofourwebsite,thelanguage

    wewoulduse, and themethods of communication wewouldemploy.Weknew that in

    ordertoreachourfundinggoal,wewouldhavetogetbeyondourfirstandsecondcircle

    contacts; beyond the friends and family boundary that has proved an insurmountable

    obstacleforotherarchaeologycrowdfundingcampaigns.

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    In order to better understand whether we achieved this, we conducted two separate

    evaluations,onelookingatourVenturers,andtheotheratcasualvisitorstothesite.We

    lookedatwheretheyheardaboutus,howtheyfeltaboutseeingarchaeologyonsite,what

    they learned fromvisiting,what they learned fromdigging, andmost importantly,where

    theycamefrom.

    Theresultsareastounding.EvenupagainsttheOlympicsandthefirstdecentbitofsummer

    weather for 2012, when the lido in Peterborough had 5,000 visitors per day, we still

    managedtoraisevisitornumbersatFlagFenby29%.Hereisasnapshotofourinitialresults:

    Weengagedover250peopleasfunders(Venturers),from11countries:theUnitedStates,UnitedKingdom,Ireland,Canada,Australia,France,Germany,Italy,Norway,

    SouthAfrica,andChina

    Wetrainedover120peopleinarchaeologicalfieldskills,includingstudentsfromfiveuniversities and four countries, aswell as retirees and those employed in other

    professions

    Ourwebsiteandonlinecommunitiesachieved 100,000uniquevisitors Webroughtover 2,000visitors toFlagFenin threeweeks, includinginternational

    visitors

    VisitornumbersattheFlagFenArchaeologyParkwereraisedby over29%;ofthese,nearly60%hadneverbeentoFlagFenbefore

    Estimatedtraditionalbroadcastaudienceof5million WehostedachildrensDigTentincooperationwithVivacity,whichwelcomedover

    100children(uptoage12)overtwoweekstolearnbasicskillsandengagewiththe

    archaeologicalteam

    Whatdidwelearn?

    Wehave learnedthat youcan constructanarchaeologicalexperience forthe public that

    satisfieswhat they want tounderstand or feel. Its possible to undertake internationally

    significantarchaeology ona ScheduledAncientMonument with a teamofall skill levels,

    satisfyingresearchimperativesaswellasmakeit sexyandfun.Thekey istoconsiderthe

    needs of the archaeology first and foremost. Then, be radically open to how that is

    communicated and delivered on the ground. The teaching element is the easy bit; the

    hardestpartisbuildingtheteam,andcreatingatribeofsuperfanswhowillgooutintothe

    worldandadvocatenotonly foryourprojectbut for theprocess ofarchaeology aswell.

    Thesearethepeoplewhowillhelpusexpandourreachandbuildouraudience.

    So what does this mean for archaeology? Aswe saw with Bradleys two cultures, even

    before the deepest recession in European history, there was a growing unease that

    archaeological procurement models were not fit for purpose. Undertaken by different

    people,paidforbydifferentsponsors,andwithresultsjudgedanddisseminatedindifferent

    ways,theprofessionisdividedandthishasnotbeenservedwellbythepresentclimateof

    austerity.

    Theradicalpotentialforarchaeologyinadoptingadecentralisedcrowdfundingmodelisthat

    wecan correct our inbuiltdrifttowhat economistscallmarket failure. Cultural heritageassetsfallunderthecategoryofpublicgoods,sothetotaleconomicvalue(TEV)cannotbe

    limited to the desire of a market actor to achieve, for example, a least cost means of

    dischargingaplanningrequirement(Scanlon2011).TEVcanbedefinedasacombinationof

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    usevalue(publicparticipationthroughoutreach,opendaysandnon-specialistpublication);

    optionvalue(conservation,consolidationandpreservationofarchaeologyinsituforuseby

    futuregenerations);andexistencevalue(publishedandaccessibleresultsandfindsforuse

    byresearchers).

    The public benefit of an archaeological investigation can therefore be measured as acombinationofalltheseaspects,andprocurementmodelswillonlybefitforpurposewhen

    theyproduceoutcomesthatmaximisethesevaluestosociety(Wilkins2012).Thetroubleis

    that currentprocurementmodelspull usaway from that centregroundaccording to the

    primarymissionofthefundingbody.

    OurapproachtopublicengagementisnotaboltontoourresearchitstheDNAofour

    research,becausewithoutthattotalpublic-facingcommitment,thecrowdwillneverfund

    us.Butequally importantly,wemust contribute to knowledge in ameaningfulway, and

    ensurethefutureconservationandmanagementofoursites.Thisisourtriplebottomline

    ourfullcostaccounting.Itmeasuresanexpandedrangeofvaluesandcriteriaformeasuring

    organisationalandsocietalsuccess.Todayweveonlydiscussedtheevaluationofthepublicaspectsofourprojectbutrestassured,wecouldsubmitpapersintothewetlandsession

    thatwouldhaveevaluatedoursuccessinthoseareas.Thisiswhatwemeanbyavalue-led

    archaeology,andwerecalling it SocialContractArchaeologybecauseweenterintoa

    socialcontractwithaswideaconstituencyoffundersandstakeholdersaspossible.Thisis

    ourbusinesscaseforthefuture.

    Conclusion

    Social Contract Archaeology is an explicit attempt to reconnect the paying publics

    fascinationwith thepast toour aspirations as archaeologists. It rises toMartinCarvers

    challengeinAntiquitytochangethewholebasisonwhichmostarchaeologistsarepaid:nottoridsitesoftheirarchaeologyascheaplyandspeedilyaspossible,buttocreateapastthat

    wasnttherebeforeWhatever thefuturebrings,letshangonto this principle:the true

    currencyofarchaeologyisknowledge;thatsourgoldstandard,valideverywhere .(Carver

    2010,938).

    ToextendCarversmetaphor, theprojectaims toestablish a financial value for ourgold

    standard,promisingtopaythebearerondemandthesumofoneexcavation.

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    Springer:NewYork.Acknowledgments

    Aprojectlikethisreallydoesinvolveacastofthousands,andwhilstits inevitablewellmiss

    peopleoutiftryandlistthemall,werestillgoingtogiveitago!

    So thanks, first and foremost toouron site team: Dave Britchfield,Mike Bamforth,Matt

    Juddery, Louise Iles,Daniel Juhasz, KateDaviesand sitespecialists BenGeary,KrisKrawiec,

    IanRowlandson,FayWorley,IanPanter,andCorneliusBartonandLaurawhosteppedinto

    help at the 11th hour. Thanks to Kezia Evans, Tim Schadla Hall and David Prince for

    undertaking and offering guidance on the evaluation. Thanks to our partners, Sarah

    StannageatVivacity,andEnglishHeritageInspectorWillFletcher,andMonumentWarden

    DaveKenny.ThanksalsotoAdrianSmithatEmulusCommunications,JessOgdenandGuy

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    HuntatLPArchaeology,andNigelGoughatSISLive.AndnotforgettingAceVenturersSteve

    Kiln at the Robert Kiln Trust, Oliver Gilkes and Flora Scutt at Andante Travels.Wewere

    helpedonsitebyDavidSavory,StuartOrmeandJamesatFlagFen.

    LastbutbynomeansleastthankstotheVenturerswithoutwhomthisworkwouldnever

    havetakenplace.Thankssomuchandhopetoseeyouallnextyear!DavidAllsop,KatieArbuckle, Richard Arnopp, Patricia Barber, Philip Barker, Alison Barker, Cornilius Barton,

    Charlotte BeattieChristine Beddoe, Duncan Berryman, Sharron Betts, Christopher Booth,

    Andrew Borg, Annette Boulton, Fiona Boyd, Matthew Bradwell, John Bratt, Terry Brock,

    SuzanneBrown,DebButterfield, JessamyCarlsson,VictoriaCarter,KevinChristopher,Paul

    Clabburn,SarahClark,GaryColcombe,StevenCole,DavidConnolly,DavidConnolly,Sheelagh

    Conran, JohnCooper, Roger Craven, Deborah Curtis, Christine Cuthbertson, Lynne Davey,

    VictoriaDavidson,MargaritadeGuzman,AmieDillon,KeithEdwards,MikeEfstathiou,Joby

    Elliott,StewartFerris,AlexFisher,HughFiske,JoeFlatman,HayleyForsyth,EmmaFreeman,

    Andrew French, Charlotte, Frost, Steve Gamester, Pippa Gardner, Rebbecca Gibbs, Jamie

    Gibbs (SEAT),ClareGillett, LouiseGlasson, SusanGreaney,DorothyHalfhide,TracyHarley,

    Neil Hart, Mark Haworth, Sarah Hefford, Sian Hill, Steve Holden, seana rhiannon hovel,Leighton Howells, Colin Howey, Jack Hughes, Susan Ing, Nicola Jennings, Scott Johnson,

    Eleanor Johnson, Rhona Johnstone, Maxine Kaye, Dave and Rachel, Brian Kerr, Alice

    Kershaw,AnitaKimber,JodieKing,KarenKirk,JackieKirkham,JoanneKirton,KaytLamballe

    Armstrong, Cally Langhurst, Matt Law, Eugene Lefeuvre, Penny Lock, Stephanie Lockwood,

    Zoe MacDonald, Rena Maguire, Jeffrey Marks, Margaret Massey, Olwen Mayes, Brenden

    McIntyre, Tina McNeil, Patrick McNulty, Matthew Miller, Shaun Mitchem, Bob Moody,

    DeclanMoore, TracyMorgan,GabrielMoshenska, JimMower, AbbieMuir, PhilipMullen,

    TimNash,RayNewton,RachelNorman,JeremyNorman,RosOMaolduin,GillianO'Boyle,

    Nina O'Hare, Gill Osler, Andrew Pacey, Catherine Parker Heath, Rebecca Parr, Reena

    Pastakia,DianaPerkins,HazelPerry,StuartPierson,TheCelticMythPodshow/attnRuthie

    Smith, Lesley Probert, Pip Pulfer, Jessica Ramsey, Miia Ranta, Rachel Renwick, JamesRimmer, Toni Ring, Jacky Robertson, Roy Robson, Gillian Rowe, Ian Rowlandson, Susan

    Royce, Joanna Russell, Bronwen Russell, Gloria Sanders, Emily Sanders, Mike Sarna,

    christopherScott,FayeSharpe,NickShepherd,ItaSherlock,MarySherlock,LouiseSherratt,

    Daniel Shoup, Alan Simkins, Lorraine Slade, Thomas Slager, Barendina Smedley, Adrian

    Smith,Kerri Spangaro,CliffStanton, Barry Sterry,Ben Stokes,Margaret Struckmeier, John

    Suckling,AlexSuddaby,JoanSutherland,BenSwain,ChrisSwindells,MichelleThick,Andrew

    Thomas,GuyThornton,RebeccaTry,NicholasTurland,MelanieTurner,MarionUckelmann,

    FrankVilleneuve-smith, EileenWade, JonWalker, RebeccaWells,AdamWells,Joanneand

    BobWestcott,RuthWheeler,NikWhitehead,TheodoreWilkins,LucyWilkins,MarkWilliams,

    Rob Wiseman, KatieWitherington, Neil Witney, RebbeccaWoodman, Richard Worth, Jill

    Wozniak,MrsWright,andTinaYates.

    ThankYou!

    Brendon,Lisa,Raksha(andFergus!)