It has been interesting to read these varied responses on what a
museum's role actually is.
Ideally, a museum (any museum) should be a reflection of the community
in which it resides. What would the Milwaukee Art Museum be without
highlighting the work of local Milwaukee artists? It would be a copy of
any other art museum in the world. Certainly museums serve as bastions
of the greatest examples of human endeavor--whether it be art, science,
exploration, survival, or speed. But we must face the fact that not all
examples of human endeavor are GREAT. Pop culture, like it or not, is a
reality. When Andy Warhol came on the stage, who would have thought that
his artwork would be some of the most sought after artwork in the world?
Marie remarked in her response that "museums are not commercial". I wish
that I lived in a world and worked in whatever museum she is in because
I could not disagree more. All museums--from the biggest to the
smallest--markets their institution and collections. Even a small, local
historical society--open 1 day a week--has a visible sign in front
announcing their presence. They may not charge admission, but this
doesn't make them non-commercial. They have prints and maps and
postcards for sale inside. Sure, their revenue is small...and probably
not enough to sustain the organization...but they are still commercial.
As an employee of a museum suffering the financial strains that so many
others have also undergone in recent years, it at times feels as though
we are selling our collective soul in order to stay afloat. I didn't
enter the museum field for the money (I actually took a step down in pay
from teaching...if you can believe that), but instead...as Marie
stated...it's about the mission. We are an educational institution. We
serve as a cultural center for the community. We are a repository for
knowledge. We are a mirror against which the community can reflect and
measure itself.
The "Art of NASCAR" may not be your "cup of tea", but I guarantee that
ANY museum hosting the exhibit will find new visitors who would not
ordinarily see "French Impressionists" as their "can of beer" either.
-Jason
________________________________
From: Julia Moore [mailto:[log in to unmask]]
Sent: Monday, July 24, 2006 2:53 PM
Subject: Re: museums catering to the general public
I agree. Certain museums find it more within their mission to reflect
popular cultural concerns, while others would find doing so a real
stretch to their mission. I'm sure we all have shaken our heads at one
point or another at the ludicrousness of certain exhibition choices by
certain museums, finding them clearly driven by a motive to bring in the
warm bodies at any cost. Any "new audiences" brought in typically
result in a bump in revenue from admissions fees (if they exist), a
temporary membership jump and increased sales in the gift shop during
the exhibition, but these rarely have staying power if these audiences
do not find that the regular mission of the museum is something that
resonates with them.
Also, all museums have certain topics within their mission that they
know will bring in the foot traffic, but they can't do those too often
at the expense of other mission-driven activities. (for example-quilt
exhibitions are always popular and publicly-accessible for both history
and art museums, but how many of those can one do without slighting the
other important areas of the collection?)
Having said that, I noticed on a recent visit to the Indianapolis Motor
Speedway Hall of Fame and Museum that they have added a couple of NASCAR
cars to their extensive display of Indy cars, rather later than the
actual introduction of NASCAR racing to the track itself. In this
context, NASCAR programming makes sense. However, an exhibit of NASCAR
autos at the Metropolitan Museum of Art might not.
Julia Muney Moore
Public Art Administrator
Blackburn Architects, Indianapolis, IN
(317) 875-5500 x230
________________________________
From: Museum discussion list [mailto:[log in to unmask]] On
Behalf Of Janice Klein
Sent: Sunday, July 23, 2006 12:02 PM
To: [log in to unmask]
Subject: Re: [MUSEUM-L] museums catering to the general public
As you say, museums each have a mission which identifies what their
focus area. I'm not sure that museums should be treated with such
reverence -- although I would hope they all generate some form of "oh
wow" in the visitor. NASCAR is not such an outlandish idea for a
museum. One of the most interesting museums I've visited in the last
year was the Unser Racing Museum in Albuquerque. Well laid out, lots
of accessible information and cool cars.
janice
Janice Klein
Director, Mitchell Museum of the American Indian
[log in to unmask]
www.mitchellmuseum.org
-----Original Message-----
From: Museum discussion list
[mailto:[log in to unmask]]On Behalf Of Marie Morgan
Sent: Sunday, July 23, 2006 2:13 AM
To: [log in to unmask]
Subject: Re: museums catering to the general public
Attracting wider audiences is something that museums struggle
with, but museums usually have a mission, a narrowed focus of what they
are about. Every museum is not supposed to cater to every person.
Although, it seems that we have to do that more now in order to stay
afloat.
Museums are not commercial. Granted, to survive we need to think
more that way, but at what cost? When you think of a museum you should
have a silent, reverent feel at the word. Museum. That word should mean
something significant. It was always meaningful to me, even when i was a
kid. It was a place of learning, wonder, boredom and excitement. I don't
ever want to feel about museums the way i feel about the mall.
And that's a lot of money to spend on the tastes of the moment.
Why do companies spend so much money on consumer testing? Because the
fads come and go so fast. To sell your products you must stay on the
crest of that wave. That is not financially feasible for museums.
Yesterday wrestling, today nascar, tomorrow who knows? To me, the job of
a museum is to preserve what is culturally significant. Is Nascar
significant? Ask me in 20 years. Museums gamble on that every day. What
young artist do they invest in? Should they accession the old office
macintosh? What are people going to be interested in years from now?
In this world museums are competing with TV, video games,
themeparks, shopping centers, and so on. Does competing mean we have to
emulate them? Every museum in America could host a traveling exhibit of
the newest and biggest sensation, but should they?
I haven't really answered your questions . . . but I really
don't think there are any good answers out there. At the very base, you
have to ask: What are museums? What do they do? What are they for?
My best answer is that no museum can be everything to everyone.
Let your mission guide you.
Marie
Micah Zender <[log in to unmask]> wrote:
Being an outsider looking in (a contractor, and corporate donor)
I find that museums often shy away from creating exhibitions that cater
to the greater publics interests.
I'M GENERALIZING HERE!
Why?
I know that having an "art of Nascar" exhibition may not fit
well into the lineup of exhibitions next to say: Early Female
Expressionists, or Decorative Indian Pottery. But there's a great
following behind nascar, and may bring a new audience to the museum.
Some of the institutions see this as petty, or not 'culturally
significant', but isn't the core mission of most museums to bring
culture, and appreciation for the arts? (Or something close to - I'm
generalizing again) And isn't part of doing that reaching out to people
that aren't in the upper-income bracket or aren't already artistically
versed? (Super generalizing)
My corporate clients spend a great deal of time, and money on
'consumer understanding) research, trying to figure out how to reach
their customers effectively, do museums not do the same? Or want to? Are
these practices considered 'dirty' - because companies like P&G use this
information to sell more tampons, or soap, or dishwashing detergent - is
this research not a fit for museums for moral reasons? "We don't want to
trick people into coming here"??
I'm interested in your thoughts/oppinionms.
Apologies for the generalizations I write with the purest of
intentions.
Thanks
Micah Zender
Micah A T Zender . Com
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