MusLi (Museums Literacy) - Fondazione Fitzcarraldo

To be remarked:
MusLi - No qualifications needed: museums and new audiences
Communication - it can be remarked that the museum A come Ambiente:
8. address people directly in their life spaces, for example on their job places, in big stores, in
open spaces, directly by post, with a direct reference to their real and current interests (for
instance, together with the waste and heating bill)
9. address people also by the mean of “ mass services”, as for instance at the cash desks in big
stores, together with the payment bill. This may give to the customers the impression that the
museum itself is not “exclusive”, but on the contrary addresses also the “common people”
and present itself as something “ordinary” and not “extraordinary”, then not intimidating and
“costing” very much in terms of distance from one’s normal habits. This concern in “realizing
moments for mass familiarization and information of environmental issues of great relevance”
is obviously particularly close to this museum’s mission, but can suggest some ideas also to
more traditional museums
10. address people in a creative and informal way, so that the museum is perceived as something
unusual / original, far from the idea of something “classical”, boring and unchangeable – similar
to the “ordinary or popular” image of a museum
Motivation – some fundamental elements are emerging -:
11. people are interested in the fact that the museum refers to, and also offers to them something
that can be useful for their personal and private life. The museum, in other words, “speaks of
them”, helping knowing, understanding, managing something that they have to deal with in
their common life.
12. the museum appears to facilitate socialisation and to meet the needs related to family liaisons.
For instance, the museum promotes the visit of grandparents + children, by letting only the last
ones pay, and not the grandparents: this means, with reference to the museum’s objectives,
encouraging the ideas exchange inside the family and strengthening shared awareness, but
from the families’ perspective may also mean “the museum provides a good idea to spend
some time together” between grandparents and little children.
13. economical motivation is not irrelevant. Every promotion, every particular activity that the museum
addresses to specific targets is always accompanied by a free entrance or a reduced
entrance fee. It doesn’t mean that entrance is always free, but that the reduced fee may be
interpreted as a particular, a further attention for a category of public and, by contrast, “raising
the value” of a particular occasion for visiting the museum.
The approach adopted by the museum when it proposes coupons for a reduced ticket price
(i.e. for purchasers of eco-friendly goods, or for grandparents when accompanied by children)
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