Reading | Why do you go to the museum?5 types of audiences have different motivations for visitors

"Museum Audience: Identity and Museum Experience"

【Beauty】 John H. Fokk

Zheng Xia Lin Ru Shi Translation

Published by Zhejiang University Press in May 2022

In recent years, the "museum fever" has continued to heat up. Many museums such as the Palace Museum, Sanxingdui Museum, and Shaanxi History Museum have appeared on the hot search because of one vote. The indispensable knowledge of knowledge and spiritual food in people's lives. How to make the "museum heat" prosperous for a long time, we need to know who is coming to the museum? Why come to visit? What kind of needs do they have? It is also necessary to know what is the best way to attract the audience? After years of research on the museum audience, Professor Fake Fox, the author of this book, summarized the audience's experience in the museum. In his opinion, this model is predicted, and the identity factors are very important in the audience's visit. In the book, he also distinguished five types of audiences and analyzed the inherent factors that drove them many times to visit the museum.

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Promoting audience

Promoting audiences tend to be divided into two categories, promoting parents and promoting social people. Parents or grandparents who promote their children to meet their children's needs and interests are usually to meet their children's needs and interests. Promoting social personnel are adults who meet the needs of another adult, such as spouses, friends, and so on. Sometimes its purpose is to "entertain" a relative of relatives, or just to find a convenient and attractive place, and to spend time with the people they care about. When asked why they went to visit that museum, a promoted audience would give such an answer: "Science is important for children", "Children can run around in this place, or they can also be with the local ones with the local ones. Interaction of the original habitat, you may also learn some knowledge about nature. "" We all like such places, and it is interesting to do this together "or" I know that Mary will like to visit. " As far as all the situation is, the most fundamental purpose with people with promoting motivation is to ensure the satisfaction of their companions.

Promoting audiences are indeed altruistic, and they usually put their knowledge and interest behind their companions. But don't make mistakes, promote the audience like other audiences that meet the needs of personal identity, and will also invest a lot. It is just that their personal identity -related goals when they visit are to become a good parent or a good social partner, not a person with curiosity to find knowledge.

Most of the promoted audiences are very responsible parents -they will say that they like to go to the museum because the museum shows information about art, history, nature, or science in an interesting and interactive way, which can make the small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make small small small, which can make the small small small, which can make the small small small, which can make the small small small, which can make the small small. Children learn. The motivation for promoting parents to visit the museum is because the museum can bring a valuable experience to the children. Such people will say, "I will not come here without children" or "I want to go to other places." Essence They regard the museum as a fun place full of educational places, where they will benefit from those who will benefit. Most promoted social people will believe that the museum is a place where good friends meet and stroll around. They often have to have lunch in the museum, or walk quietly in the gallery, chat happily, and look at exhibits and labels from time to time. They are likely to become a museum member, and their main purpose is to easily obtain the social functions provided by the museum, not the knowledge level.

Overall, promoting audiences will go to the museum more regularly. Generally speaking, they will visit many different museums -this week is the Children's Museum, the next week is the science center, and the zoo next week. Promoting social people may go to a designated museum every week to meet with friends. Promoting parents are also likely to bring their children to register for extra -curricular activities, weekend activities or summer projects in the museum.

Perspective or children feel happy to be the best feedback on promoting audiences to visit the museum. A promoter audience will pay attention to those children who show fun and express their hope of visiting again. They also care about the language and non -language behavior when they watch or do some interesting things. Promoting the audience is to find these feedback from his visit. When they get such feedback, they will feel that this visit is a good experience.

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Author: [Beauty] John H. Fake

Edit: Yuan Yuanlu

Editor in charge: Zhu Zilong

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