The Functional Methods of Attracting Audience in Museums

Published: 2021-09-14 09:35:09
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Category: Communication

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Museums throughout the world have common needs and face common challenges. Keeping up to date with new ideas and changing practice is considerably demanding for small museums where time for reading and training is often restricted. Museum Basics has therefore been written for the many museums worldwide that operate with limited resources and few staff. Ambrose and Crispin in the book “Museum Basics” have written that museums are the treasure houses of the human race that store the memories of the world’s peoples, cultures, dreams, and hopes. Museums with their seemingly boundless collection of these cultural treasures are why millions of people, locals and tourists, visit them. There are numerous museums located around the world and they all function differently. However, the role of museums is relatively the same worldwide: “museums preserve, interpret, and promote the natural and cultural inheritance of humanity,” or, “museums have the duty to acquire, preserve and promote their collections as a contribution to safeguarding the natural, cultural, and scientific heritage”.
As institutions that house and protect relics of the past, museums have an obligation to present collections to the public to assess learning. Ambrose and Crispin (2012) write that, “museums hold primary evidence for establishing and furthering knowledge”. The presence of any object in a museum is evidence of past knowledge that has survived, and museums have a duty to preserve and share this knowledge with all of humanity. Those obligations are the very reason that the environment of any museum revolves around learning and interpretation.Interpretation
Interpretation is versatile. Ambrose and Crispin (2012) write that objects need to be explained or interpreted in order to be fully understood. The definition of “interpretation” in the world of museums is, “explaining an object and its significance”. They also write that interpretation can also provide a conservation message about the object and its context. Museums tend to seek a broad audience to interpret to and must adapt their techniques to appeal to particular groups as a result. If this in not implemented, then interpretation can fail to reach audiences but reaching or pleasing every individual is not realistic.
Museums maintain collections so that they can be promoted. As Ambrose and Crispin (2012) write, “as keepers of the collective memory, museums can play a valuable role in providing an understanding of identity and in fostering a sense of belonging to a place or community for their users”. Also interaction with the constituent community and promotion of their heritage is an integral part of the educational role of the museum. Marketing is the most effective way for museums to promote their heritage and targeting a variety of audiences would be the best way to attract attention.

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