Investigating the Development of the “Mobile Museum” from the Perspective of Service

During economic development, modern museums face competition from various leisure activities and entertainment sites, and to achieve sustainable development, museums should reflect on providing high‐quality service to satisfy visitors’ expectations. Based on service design‐related theories, this research team conducted a case study to explore the planning, implementation, and meaning of Mobile Museums. It investigated design development from the perspective of public service design and summarized the policy, design, and service satisfaction results for Mobile Museums. Finally, the similarities in service processes are discussed between Mobile Museums and the general service industry. According to this study, attracting more visitors is the biggest issue facing museums today, as are the ways in which museums must actively provide service and become recognized to compete with others. This study identifies the onstage and backstage support of museums as well as their cultural features and non‐profit services.     

“My Child is Your Child”: Family Behavior in a Mexican Science Museum

Abstract In this paper we describe the particularities of Latin American museum visitors as learners through an exploratory study that took place at Universum, Museo de las Ciencias, a science museum located in Mexico City. The exploration of the learning experiences of Latin American family groups was carried out by means of a case study approach and from a socio‐cultural theory perspective. This inquiry of 20 family groups reveals that nuances of the concept of “family,” in the Mexican context, are important in studying family learning in museum settings. The prominent roles of the extended family and interactions within family groups are discussed as intrinsic traits of a family’s museum learning. In addition, the outcomes of this study highlight the impact that the Latin American notion of educación has on museum education and research, as it encompasses issues that relate to the perpetuation of socio‐cultural values, child‐rearing, and ultimately, cultural identity.     

The Cook,the Marquis,his Wife,and her Maids: The Use of Dramatic Characters in Peter Greenaway’s Peopling the Palaces as a Way of Interpreting Historic Buildings

Abstract As curators endeavour to offer new opportunities to look again at museum collections and heritage sites, technological interventions such as Peter Greenaway’s Peopling the Palaces (2007–2010) demonstrate a powerful way of giving voice and emotional realism to historic spaces. Peopling the Palaces is a video installation of 500 characters created for the seventeenth‐century Italian Palace, La Venaria Reale. Characters are projected onto the walls, ceilings, and royal bed, bringing back “life” to the historic interiors. In this article I examine the different types of characters created by Greenaway, looking specifically at how their words could help visitors engage with the lived human past of the palace and acquire factual information about day‐to‐day processes. Drawing on such fundamentals of human nature as love, jealousy, and gossip, these character‐led performances suggest ways that dramatic techniques can help to engender imagined and empathetic connections with the past.     

From Knowing to Not Knowing: Moving Beyond “Outcomes”

The ways that museums measure the success of their exhibitions reveal their attitudes and values. Are they striving to control visitors so that people will experience what the museum wants? Or are they working to support visitors, who seek to find their own path? The type of approach known as “outcome‐based evaluation” weighs in on the side of control. These outcomes are sometimes codified and limited to some half‐dozen or so “learning objectives” or “impact categories.” In essence, those who follow this approach are committed to creating exhibitions that will tell visitors what they must experience. Yet people come to museums to construct something new and personally meaningful (and perhaps unexpected or unpredictable) for themselves. They come for their own reasons, see the world through their own frameworks, and may resist (and even resent) attempts to shape their experience. How can museums design and evaluate exhibitions that seek to support visitors rather than control them? How can museum professionals cultivate “not knowing” as a motivation for improving what they do?     

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.     

Small Wonder: Using SEM Images to Exhibit the “Small Stuff”

Abstract Digital image enlargements can be a powerful method for displaying small specimens in museums. In 2007, the Royal Alberta Museum held an exhibition of 28 SEM (scanning electron microscope) images of seeds and other subfossil macroremains, which were shown in a fine‐art format. The exhibition was prepared by a museum team using images derived from in‐house curatorial research work. This paper describes the exhibition components and reports on an attempt to engage the visitors more closely with the images by asking them to suggest identifications for some “mystery” specimens.     

Applying Visitor Preference Criteria to Choose Pro‐wildlife Behaviors to Ask of Zoo Visitors

Abstract Many zoos now emphasize that their role in conservation includes influencing the behavior of their visitors for the benefit of wild animals. However, there is limited evidence of behavioral change to support this emphasis; one reason may be that requested behaviors are not viewed favorably by zoo visitors. The purpose of the present study was to involve zoo staff in a process of identifying and prioritizing pro‐wildlife behaviors using a set of criteria that noted what zoo visitors prefer. This was achieved by replicating Smith’s (2009a) study but including visitor‐preferred attributes identified in Smith, Curtis, and van Dijk (2010) . Across several zoos in Australia, 152 staff members participated in seven Nominal Group Technique workshops. Initially over 500 behaviors were identified and prioritized, first by filtering behavior lists, then by participants voting on behaviors. When voting, participants tended to choose behaviors promoting wildlife‐friendly consumerism and donations.     

“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.     

“Pure Land”: Inhabiting the Mogao Caves at Dunhuang

This article examines two exhibition installations that integrate high‐resolution digital archeological datasets (photography and 3D architectural models) with immersive, interactive display systems. These analogous installations, Pure Land: Inside the Mogao Grottoes at Dunhuang and Pure Land: Augmented Reality Edition, allow visitors to engage in different ways with a full‐scale augmented digital facsimile of Cave 220 from the UNESCO World Heritage site, the Mogao Grottoes, Gansu Province, northwestern China. The peerless treasuries of paintings and sculptures at Dunhuang are extremely vulnerable. Comprehensive digitization has become a primary method of preservation at the site. The digital facsimiles of this cultural paragon can be transformed, providing formative personal experiences for museum visitors. The Pure Land projects contribute to new strategies for rendering cultural content and heritage landscapes. Interpreting these installations through the lens of phenomenology and panoramic immersion helps situate them at the forefront of virtual heritage today.     

Thinking about “Scenes”: A New View of Visitors' Influence on Museums

Abstract Sociologists have described “scenes” as voluntary social groupings or figurations that are “… thematically focused cultural networks of people who share certain material and/or cognitive forms of collective stylization,” according to Hitzler, Bucher, and Niederbacher (2001, 20). This terminology is quite useful for thinking about Stephen Weil's assertion that visitors play a role in shaping museums. Through “scenes,” we see how this might happen, and how visitors might already be exerting subtle pressure on the forms and contents of museums. The study of scenes could help us develop a tool that would offer a unique vision of the influences that visitors have on museums.     

Measuring Success in the “Congo Gorilla Forest” Conservation Exhibition

Abstract Most zoo visitors are primarily motivated by the joys of watching animals, which may preclude attention to major ecological issues that are the focus of research in biodiversity, habitats, and other matters pertaining to the survival of wild animals. The Wildlife Conservation Society exhibition Congo Gorilla Forest is a popular animal‐watching experience, but it also communicates considerable educational content, stimulating visitors' interest in and awareness of ecological relationships. This article reviews the phases of an evaluation process that assisted WCS staff in making decisions about exhibition design and interpretation; it discusses measurement challenges in assessing outcomes; and it uses key findings from the evaluation process to define and explain the interpretive success of the project. Success for this conservation exhibition is described in terms of achieving three educational goals while recognizing the diversity among audiences. The exhibition's effectiveness is attributed to understanding visitors' expectations and interests, creating an array of exhibit formats to engage people, and communicating conservation messages visually and experientially.     

What the Zoo Should Ask: The Visitor Perspective on Pro‐wildlife Behavior Attributes

Abstract Zoos have some choice about which pro‐wildlife behaviors to ask their visitors to do, but with this freedom comes the difficult task of choosing behaviors that are appropriate, effective, and that do not affect visitors’ experiences. This paper presents attributes of pro‐wildlife behaviors that emerged from self‐completed questionnaires administered to 114 zoo visitors. Questions sought to elicit attributes that visitors felt should be considered in the behavior selection process. The results say that behaviors should: have an on‐site option; be new, or if known, include new learning that underpins why they are needed; be easy to do; and have a clear link between the behavior and how it helps wildlife. Respondents also made comments about specific behaviors as well as how behaviors should or should not be requested. We suggest that visitors’ perspectives be incorporated into pro‐wildlife behavior selection in zoos, and we propose that these findings may be relevant beyond zoos.     

Gaining Visitor Consent for Research III: A Trilingual Posted‐Sign Method

When studying museum visitors, researchers sometimes collect data by video‐ and audio‐taping large high‐traffic areas. In order to inform visitors that they are being recorded, researchers post signs in the area. This article describes the Exploratorium's efforts to design and test trilingual signs that would effectively inform visitors when video‐based research is in progress. Interviews with 255 adult museum visitors, conducted across six versions of the recording area's setup and signage, revealed several effective design elements. The posted sign was more noticeable and welcoming when it included a large headline, a realistic camera icon, and a colorful background. The most effective setup of the area contained many cues to videotaping beyond the large posted sign, such as visible recording equipment and small signs on exhibits and cordons. In the most successful trilingual setup we tested, 92% of visitors leaving the research area knew they had been videotaped.     

Tales of Two “Chinese” History Museums: Taipei and Hong Kong

The article describes and compares two museums: the National Palace Museum in Taiwan and the Museum of History in Hong Kong. The two present widely divergent versions of Chinese “history.”     

Museums and the Future of a Healthy World: “Just,Verdant and Peaceful”

Museums hold the physical and intellectual resources, abilities, creativity, freedom, and authority to foster the changes the world needs most. The authors offer a mantra for the field's role in creating a world where people and cultures flourish as the environment thrives. The text includes a variety of international calls‐to‐action, and provides example institutional responses. The authors are all members of PIC Green, the American Alliance of Museums’ professional network on environmental sustainability.     

Memories of Manga: Impact and Nostalgic Recollections of Visiting a Manga Museum

This study investigated the impact of a visit to a Manga museum in Japan through nostalgic recollections. Twenty‐five adult visitors were interviewed about their childhood memories of experiencing manga from reading books as well as watching anime on television following a visit to the Osamu Tezuka Manga Museum in Takarazuka, Japan. From 76 episodic and autobiographical memories, five themes of impact emerged which speak powerfully to the significant influence and power of Osamu Tezuka's manga and anime on the visitors’ lives as children, and of the power of the museum experience to unlock distant latent memories and reconnect with their own sense of self‐identity. Moreover, the visitors’ own testimony of the impact of manga continued to manifest positively in their lives to the present day as life lessons of enjoyment, morality, and intergenerational learning.     

Cueing the Visitor: The Museum Theater and the Visitor Performance

There are an estimated 17,500 museums in the United States. If people think these institutions are pretty much the same once you get inside or that the differences between them are unimportant, it might be hard to persuade them that all 17,500 are needed. Exhibitions can have great transformational power; why don’t they exercise that power more often? Have museums not fully understood exhibitions as a medium? Have we not devoted enough attention to the full repertoire of visitor feelings? Have visitors been telling us this and we have failed to listen? For many people, museums play many roles in their lives; for most others few or none. How can this be? “Museum‐adept” visitors seem to prize museums as theaters in which their own emotional and spiritual journeys can be staged, but what about the non‐museum‐adept? Can the museum‐adept teach us how to realize our medium’s full potential?     

The Persistence of Memory: A Meditation on the Absence of Curators in a Museum Exhibition Project

Abstract Michigan—Land of Riches: Re‐Examining the Old Grand Rapids Public Museum was a month‐long temporary installation that took over the disused halls of a defunct regional natural history museum facility and proved that even the museum’s trash can be recycled for the benefit of community. A project to repurpose the old artifacts and dioramas as art involved student artists and art faculty from seven Michigan colleges, universities, and art institutions. Although the museum staff assisted with all object handling and the curatorial staff ensured that the stewardship of the collections was not compromised, the museum’s curators were absent in issues of content and interpretation. By the standards of most visitors, the participating artists, and the museum’s staff, the event was a wild success.     

Pushy or a Princess?

Four times as many males as females appeared as experts on flagship television and radio news programmes in the United Kingdom as of the early 2010s. This study draws on four complementary sets of data to explore the reasons behind this disparity. The findings point to a combination of journalists’ news production processes and women’s perceptions of appropriate social norms and roles. A high proportion of woman experts surveyed lack confidence, saying they fear they will be perceived as self-promoting and “pushy” for wanting to appear on air. Broadcast journalists report women need to be persuaded and wooed, acting like “princesses” and therefore making male experts less trouble to recruit.