MusLi (Museums Literacy) - Fondazione Fitzcarraldo

96 MusLi - No qualifications needed: museums and new audiences
case 06
3) WHAT IS THE IMAGE YOU HAVE OF A MUSEUM ? OF AN EXHIBITION? IF YOU HAD ATTENDED
A MUSEUM OR EXHIBITION IN THE PAST, WHY DIDN’T YOU COME BACK?
They associate the idea of a museum with something old, dark, dusty (especially the first time they
visit). The visit changes people’s views positively, thanks to the good impression that is preserved after
visiting a few exhibitions. The word museum triggers a feeling of remorse because they do not go often,
or it does not raise interest. For some people the idea of a museum or exhibition can arouse curiosity
along with the expectation for something good and interesting.
They do not come back to museums (especially modern art museums) because they find it hard to
identify with modern art, as it is disconcerting and disappointing. The absence of a guide is also a
difficulty: many remain disappointed by the exhibitions if they are not accompanied by someone who
explains things and provides the keys to understanding, even hinting at less “scientific” observations.
They need to understand and appreciate an exhibition whether or not they like or dislike it. The majority
do not attend for lack of time.
4) IN YOUR OPINION WHAT MAKES A PLACE OR AN ARTS/ CULTURAL EVENT INTERESTING?
Ties with tradition and regional culture, with the past, direct experience with past history and places
where they lived are the topics that would make exhibitions attractive, even if they turn out to be a pig
in a poke (unexpectedly disappointing!). The historical perspective is also interesting to people, as is
the evolution of places / habits/ human relationships and the of artistic genres over time.
There is much interest in nature, perhaps because of the strong link between people and the landscape
that emerges from leisure time activities. The reasons why they prefer attending one exhibition instead
of another also depends on the techniques used: painting for example is easier to understand and is
more accessible than sculpture.
5) WHAT DO YOU CONSIDER THE MOST EFFECTIVE MEANS OF COMMUNICATION FOR IN-
FORMING YOU AND YOUR FRIENDS / RELATIVES ABOUT CULTURAL EVENTS?
Regional newspapers in the first place: they are the primary source of information for finding out what’s
happening in the city, because many people buy and read newspapers. Billboard posters also work
very well: the image impresses people and arouses curiosity. Networks/ regional radio spread information
to those who do not read the newspaper. Some people use the internet. A good percentage of
communication goes through associations of which people are members and continues through word
of mouth. This helps people to look with a critical eye at the advertising materials received. Information
received personally works (either through an association or as an individual citizen), while generic
advertising is ignored.