Evaluating Visitor Conservation Research at the Monterey Bay Aquarium

Abstract In 1997 the Monterey Bay Aquarium refined its mission to one concise statement: The mission of the Monterey Bay Aquarium is to inspire conservation of the oceans. This has led to increased conservation content in exhibitions and more evaluation studies focused on visitors' conservation knowledge, understanding, attitudes and behavior. This article reviews conservation‐related findings from the aquarium's exhibition evaluation efforts over the last 14 years, summarizing the major themes that emerge from this body of work. Findings suggest that visitors to the Monterey Bay Aquarium are interested in and receptive to conservation content and learn new conservation information from exhibitions. Visitors' interest is most influenced by their personal involvement with conservation issues and previous visitation to the aquarium. After leaving the aquarium, there is evidence that visitors retain specific conservation information and maintain levels of concern about conservation topics for weeks, and even months, after their visit. Additionally, some visitors use the Seafood Watch pocket guide to choose sustainable seafood months after visiting the aquarium.     

Children's Museums as Citizens: Four Inspiring Examples

Abstract The audience‐centered mission of childrens' museums has caused these institutions to look at their role in their respective communities and to take bold steps in envisioning new ways of relating to their constituents. Here is a selection of four childrens' museums which have founded inspiring and imaginative programs centered on children's welfare.     

Rethinking the Visitor Experience: Transforming Obstacle into Purpose

The purposes of museums and those of their visitors often have little in common—despite the growing body of knowledge about museum learning and visitors' motivations. Based on concepts of experiential learning envisioned a century ago by the American educator and philosopher John Dewey, this paper explores bringing those purposes into closer alignment. A re‐evaluation of several factors—including criteria of experience, content organization, and the nature of inquiry—could lead to exhibitions more closely aligned with visitors' processes of self‐motivated activity and museums' goals for informal learning. One way is to shape exhibits and activity around problematical situations developed out of the exhibit experience itself and shaped by visitors' own purposes. By shifting focus from knowledge taxonomies to problem‐solving situations, museums could increase their exhibitions' potential for providing engaging educational experiences to visitors.     

Are They Watching? Visitors and Videos in Exhibitions

Abstract Data from the Women's Health summative evaluation video study prompted a comparison with similar data for other videos in exhibitions. Values for attraction power, holding time, and holding power were compiled in a database of 45 video titles. On average, 32 percent of the visitors are attracted to videos, and the average time spent watching is 137 seconds. An attraction power of more than 60 percent was exceptional. On average, people watched more than one‐third of the total length of videos, but less than one half. A holding power of more than .70 was exceptional. Once a video has attracted people's attention, it does not always hold it. Visitors are constantly tempted to move to another exhibit element, looking for what's next. One cannot assume that introductory videos will be watched thoroughly by the majority of visitors. This has implications for introductory videos that are expected to teach visitors concepts and vocabulary necessary to understand the rest of the exhibition or a main message that ties everything together. Using these data as a guideline, we can realistically gauge what levels of use are possible, and what levels of success, as measured by visitors' attention, can be anticipated.     

Impact of National Aquarium in Baltimore on Visitors' Conservation Attitudes,Behavior, and Knowledge

This study at the National Aquarium in Baltimore (NAIB) was conducted to assess four key aspects of the visitor experience: (1) incoming conservation knowledge, attitudes, and behavior of NAIB visitors; (2) patterns of use and interaction with exhibition components throughout the NAIB; (3) exiting conservation knowledge, attitudes, and behaviors of visitors; and (4) over time, how the NAIB experience altered or affected individuals' conservation knowledge, attitudes, and behaviors. Three hundred six visitors participated in the study, which was conducted from March through July, 1999. The study utilized four data‐collection techniques: (1) face‐to‐face interviews, (2) Personal Meaning Mapping (PMM), (3) tracking, and (4) follow‐up telephone interviews. Participants were a self‐selected population and were generally more knowledgeable about, more concerned about, and more involved in conservation‐related issues than the general public. However, they were far from conservationists. Visitors in this study clearly absorbed the fundamental conservation message at the NAIB. In fact, the NAIB visit appeared to focus visitors' conservation‐related thoughts, while also broadening their understanding of conservation. Changes in visitors' conservation knowledge, understanding, and interests by and large persisted over six to eight weeks after visiting NAIB. The NAIB experience also connected to visitors' lives in a variety of ways following their visit. However, these personal experiences rarely resulted in new conservation actions. In fact, their enthusiasm and emotional commitment to conservation (inspired during the NAIB visit) generally fell back to original levels, presumably in the absence of reinforcing experiences. The findings of this study are guiding subsequent investigations at the NAIB. More generally, the results suggest strategies to enhance current understanding of the impact free‐choice learning institutions have on their visiting public.     

Recognizing the Relationships between Interactivity,Story, and Message: Lessons Learned from the Summative Evaluation of the Human Plus Exhibition

Interactivity, message, and story are critical, interrelated components of most educational exhibition designs. In this article, we introduce an Interactivity Design Framework for guiding exhibition designers’ intentional inclusion of interactivity, story, and message in exhibition components. This framework emerges from selected findings from summative evaluation of the Human Plus exhibition, which took place at the New York Hall of Science in late 2013. The exhibition was designed to generate interest in engineering among pre‐adolescent girls. Recognizing the target group's interest in human relationships and narrative, the exhibition was designed to be engaging and interactive, driven by compelling narratives of how engineering had enhanced the lives of people with disabilities. Exhibits interwove interactivity and story to convey messages related to both engineering itself and how engineering can meet the needs of people with disabilities. Because of this dual focus, the exhibition evaluation revealed important findings about how, and under what conditions, story and interactivity function to convey message: they can work together or compete.     

Narratives in a Science Center: Interpretation and Identity

Abstract This paper discusses issues raised by research into people's views of science and scientists, and the implications for interpretative forms in museums. The principles proposed here are based on a series of meetings that looked at the use of narratives in science and the responses of potential visitors from different cultural groups to ideas for narrative signage. Signage design can help people connect to science content by relating practical and theoretical knowledge, crafting explanations, understanding the nature of the medium, and conveying a message about science. The use of narrative form to design experiential guides opens up the possibility of changing a visitor's relationship to the traditional text encountered in museums.     

Zoo Exhibit Experiences and Visitors’ Affective Reactions: A Preliminary Study

The purpose of the present study was to explore the types of personal experiences that were related to zoo visitors’ empathic and affective reactions at an animal exhibit. Various studies have suggested the importance of emotional empathy in motivating concern for the biosphere and pro‐environmental behaviors. As such, identifying visitors’ personal experiences at an animal exhibit that may lead to empathic and affective reactions has a direct bearing on learning strategies at zoos, aquariums, and other nature‐based museums. Adult day‐visitors to a United States zoo were asked to provide written open‐ended comments describing any “extra special” experiences they had at an exhibit. These reported experiences were then found to be highly related to visitors’ quantitative ratings regarding their concern, empathy, and sense of connection with nature and wildlife. Preliminary findings are discussed while taking into consideration the additional research questions that remain involving visitors’ empathic reactions to zoo animals.     

Signs Fail to Increase Zoo Visitors' Ability to See Tigers

ZOO exhibits have fairly high attractive power, but often do not engage visitors or hold their attention for long. A drawback of naturalistic zoo exhibits is the frequent inability of zoo visitors to find the animals, as increased animal visibility increases visitor stay time and engagement. Even visible animals can be difficult for visitors to find unaided. In this study, signs pointing out the animals' locations were added to a tiger exhibit at Zoo Atlanta, but they did not increase the number of visitors who found the tigers in the exhibit While the signs were accurate in pointing out the tigers' locations (due to the high predictability of the tigers' resting habits), very few visitors reported even using the signs. Interviews with visitors indicated that visitors did not read the signs, and that animal activity and children's ability to see animals may affect visitors' self‐reports of ability to find tigers.     

Letters to the Editor as a Forum for public deliberation: modes of publicity and democratic debate

–This paper traces, through in-depth interviews with San Francisco Bay letters editors, the criteria editors use to select letters, and examines how these criteria contribute to constructing the public by privileging certain forms of expression, and suppressing others. In constructing a theoretical framework, the paper draws on political philosophy to distinguish between three prevalent modes of publicity: Exhibitionist publicity, focused on the display of individual greatness; dialogist publicity, emphasizing democratic dialogue between groups and individuals; and activist publicity, which entails the confrontation between groups that seek to advance political goals. With this framework in mind, it is argued that editors' policies on letters selection bring about two orientations toward public debate: First, editors privilege individual expression over the expression of activist groups. Secondly, editors prefer the emotionally charged stories of individuals. These orientations challenge the ideals of rationality and deliberation that underlie the practice of dialogist publicity, as well as the contestatory nature of activist publicity. Instead, editors' principles favor an exhibitionist publicity. The paper explores the political philosophical implications of this orientation, arguing that while it does not square with democratic ideals, we must be cognizant of how such display can bring about social solidarity.     

Fred Wilson,PTSD, and Me: Reflections on the History Wars

Abstract Our relationships with our audiences have proved parlous. But if history is destined to be contested, where should museums be in that contest and how do we get there? Fred Wilson's Mining the Museum has turned out to be a path not taken; Enola Gay was a cautionary tale. But we should have these fights in museums, where the national narrative is blocked out and staged, because of how museums teach us, opening hidden windows on cloaked realities. Museums can start by becoming clearer about what they think they are doing when they make an exhibition. Exhibitions can have a profound effect on visitors at many levels but it doesn't happen very often. Is that because visitors seek another kind of experience from what we typically offer?     

The Animated Muse: An Interpretive Program for Creative Viewing

Explore a Painting in Depth, an experiment presented in the Canadian Collection of the Art Gallery of Ontario, consisted of a booth that offered seating for two visitors and, opposite them, The Beaver Dam, a 1919 landscape painting by the Canadian artist J. E. H. MacDonald. In a 12‐minute audio‐guided Exercise for Exploring, visitors were invited to engage in a creative process with the imagery of the painting. This paper sketches how the experiment evolved, presents the background of the Exercise for Exploring, and surveys the effects of the exhibit on a wide range of visitors. The question is raised: How can facilitating visitors' creative responses to artworks be part of the museum's educational mandate and its arsenal of interpretive resources? More broadly: Do strategies that foster and privilege visitor creativity, as well as honor the creativity of artists, affect the accessibility and relevance of the museum for the general public?     

Forming a Reference Philosophy

Summary

Given the diverse nature of most academic reference units, agreement in service philosophy is not always possible and seldom occurs on its own. When conflicting philosophies coexist within the same reference department, library users may receive various levels of service from different individuals. This can be confusing and disappointing to users. In order to provide service which is consistent in nature and scope, individuals within the department staff must embrace the same or very similar service philosophy. It is the role of the department chair to lead the unit toward a service philosophy which all members of the department can embrace. The overall nature of this philosophy, while reflecting the library's mission and existing resources, should be based primarily upon the department's shared values. Discovering these values can be an exciting and informative process.     

Educating Zoo Visitors about Complex Environmental Issues: Should We Do It and How?

Modern zoos are committed to environmental education and thus have a mandate to inform the public about biodiversity and conservation. Historically, zoos have avoided complex topics like biodiversity loss from overpopulation and overconsumption in their educational materials, for fear of being offensive or creating a sense of hopelessness. To measure visitor attitudes towards educating about such topics and to help determine effective presentation techniques, we assessed people's knowledge of and attitudes towards the commercial hunting and consumption of wildlife in West and Central Africa (the bushmeat crisis) and examined how the use of different types of images affected these variables. Zoo visitors were exposed to one of six series of photographs, each accompanied by the same text. Photos in three of the series contained explicit, disturbing images of dead animals. The other three series presented benign images related to the bushmeat crisis (i.e., logging, changes in hunting practices). While 83 percnt of visitors had never heard of the bushmeat trade, 98 percent felt zoos should be educating about the topic. Ninety‐seven percent felt the disturbing images were appropriate for zoo visitors except for children under the age of 12. While people spent significantly more time looking at the disturbing images, this did not lead to increases in knowledge (factual or conservation‐related) on the topic. However, visitors who saw the disturbing images were significantly more likely to report being influenced by the images. While the type of image did not affect the frequency of conservation‐related behaviors, significantly more people engaged in a conservation‐related behavior when an opportunity was provided on‐site rather than off‐site. The results demonstrate that the public believes zoos should educate about bushmeat, and that realistic images influence people's perception of an issue. However, visitors' lack of knowledge gains, even when disturbing images are used, suggests that a static display of text with photographs may not be the most effective method for educating about complex issues like bushmeat. Finally, the results show that zoos should provide on‐site opportunities for people to turn their conservation interests into action.     

“Let's talk about sex”: visitor comments in Contraception: Uncovering the collection of Dame Margaret Sparrow

Contraception: Uncovering the collection of Dame Margaret Sparrow was an exhibition at the Museum of New Zealand Te Papa Tongarewa which featured a participatory activity titled “Let's talk about sex” where visitors could answer the question: “If you could give your younger self one piece of advice about contraception, what would it be?” Over 2200 comments were written, inspiring an evaluation project. The resulting analysis provides insights into visitors’ attitudes, values, behaviours, experiences and concerns about contraception, sex, sexuality and sexual health in the early 21st century. The results also demonstrate the value and usefulness of visitor comments both as an exhibition experience and as data to complement formal evaluation methods. The paper also acknowledges the less successful aspects of the project.     

Strategies for the Curiosity‐Driven Museum Visitor

Tracking studies show that museum visitors typically view only 20 to 40 percent of an exhibition. Current literature states that this partial use sub‐optimizes the educational benefit gained by the visitor, and that skilled visitors view an exhibition comprehensively and systematically. Contrary to that viewpoint, this paper argues that partial use of exhibitions is an intelligent and effective strategy for the visitor whose goal is to have curiosity piqued and satisfied. By using analytical approaches derived from “optimal foraging theory” in ecology, this paper demonstrates that the curiosity‐driven visitor seeks to maximize the Total Interest Value of his or her museum visit. Such visitors use a set of simple heuristics to find and focus attention only on exhibit elements with high interest value and low search costs. Their selective use of exhibit elements results in greater achievement of their own goals than would be gained by using the exhibition comprehensively.     

Building a Community-Based Identity at Anacostia Museum

A historian explores the construction of Anacostia Museum's identity from the 1960s to the present by examining the history of its exhibitions. Direct community accessibility was part of the museum's founding mission, but Smithsonian administration, museum staff, and community residents all seemed to have different ideas about the meaning of the “neighborhood museum” concept. Designated a “Smithsonian outpost,” and intended to draw African-American visitors to the Smithsonian museums on the Mall, the new museum's mission was instead shaped by community advisory groups to focus broadly on African-American history and culture. Staff efforts to “professionalize” and upgrade museum operations later threatened community access to the exhibition-development process, and most community/museum interaction was relegated to the program and outreach activities of the education department. The 1994 Black Mosaic exhibition provided an opportunity to devise new ways of integrating the perspectives of a changed community into the exhibition-development process.     

Climate Change Education at Nature‐Based Museums

The status of climate change education at nature‐based museums (i.e., zoos, aquariums and nature centers) was examined, with a particular focus on centers participating in a National Network for Ocean and Climate Change Interpretation (NNOCCI) leadership training program. Study 1 revealed that, relative to nature‐based museums that did not participate in the training, NNOCCI‐participating institutions provided resources for staff to work on the topic and professional development programs and were more likely than non‐participating museums to be comfortable with and provide climate change education programming. Study 2 confirms these results via visitor reports about the exhibits they observed. Study 2 also reveals that, relative to non‐visitors and visitors to non‐participating nature‐based museums, visitors to NNOCCI‐participating nature‐based museums were more knowledgeable about and concerned about climate change and ocean acidification, hopeful about their ability to talk about the topic, and likely to engage in climate change actions than those who did not visit these centers. Importantly, results from both studies indicate that nature‐based museums, especially NNOCCI participating museums, have an institutional culture supportive of climate science education and suggests that NNOCCI interpreter training programming facilitates this culture which in turn is reflected in visitor engagement.     

Motivational Factors and the Visitor Experience: A Comparison of Three Sites

Museums, art galleries, botanical gardens, national parks, science centers, zoos, aquaria and historic sites are important public learning institutions. The free‐choice learning offered in these settings is closely linked to visitors' intrinsic motivation, making it important to understand the motivational factors that impact on visitors' experiences. This paper presents data from a questionnaire administered to visitors at three sites: a museum, an art gallery, and an aquarium. Similarities and differences among the sites are reported in relation to visitors' expectations, perceptions of learning opportunities, engagement in motivated learning behaviors, and perceptions of the learning experience. The importance of learning to museum visitors and the unique opportunities and challenges of the museum in relation to other educational leisure settings are discussed. The authors argue that the study of motivational factors might contribute to the development of a common theoretical foundation for interpretation in museums and other informal learning settings.