Uncovering Visitor Conceptions of Fossils and the Fossil Record

ABSTRACT

One of the common features of any natural history museum is its fossil collection. A visitor's prior knowledge of and experience with these prehistoric objects is expected to greatly influence how visitors make sense of these iconic displays. For this study, over 150 visitors to two natural history museums in Southern California were interviewed to find out what they knew about fossils and the fossil record. Findings showed that visitors referenced a wide range or breadth of salient characteristics when defining fossils and that almost two-thirds mentioned some sort of process for the formation of fossils. When asked to interpret a diagram of geological strata and fossil placement within the strata, most visitors recognized that older fossils were found in lower layers (suggesting an understanding of the principle of superposition), although this was age-dependent. Also, many visitors explained fossil distribution in terms of some sort of change process—either related to the organism or the environment. In addition, several potential misconceptions related to fossils and superposition also emerged from the analysis. Implications for supporting visitor understanding are discussed.     

The Influence of Background Music on the Visitor Museum Experience: A Case Study of the Laiho Memorial Museum,Taiwan

ABSTRACT

The uses and functions of music within the museum environment are of both practical and theoretical interest. This article investigates the impact of background music on the museum visitor experience using information collected from 20 in-depth interviews with visitors to the Laiho Memorial Museum in Taiwan. Each participant heard either a piece of light music or a historical recording of a 1930s song while visiting Laiho's personal study exhibited in the museum. These two types of background music have comparable information loads, although they fit the exhibit to different degrees. Qualitative analysis of interview data indicates that background music played in museums has both emotional and cognitive influences on the visitor experience. This study showed that light music evoked warm and relaxed feelings in participants, whereas a 1930s song evoked feelings of nostalgia and curiosity to learn more about the song. The results are discussed in terms of the diverse needs, behaviors, and attitudes of museum visitors.     

The Impact of Facilitation by Museum Educators on Family Learning at Interactive Math Exhibits: A Quasi-Experimental Study

Although discussions of museums often revolve around exhibits, educators in these spaces have the potential to create in-depth, social learning experiences beyond what is possible at exhibits alone. There is still little empirical research, however, to inform how we understand, approach, and improve museum facilitation practices. In this study, we sought to address this gap by quantifying the impact of facilitation by trained educators working with visitors at interactive museum exhibits and comparing this to visitor engagement and learning outcomes for families without educator support. Using a quasi-experimental design, we measured the impact of staff facilitation on visitor engagement time, mathematical reasoning, math awareness, satisfaction, and intergenerational communication across three different exhibits, four trained educators, and two experimental conditions. Multivariate regression modeling showed that staff facilitation had a positive impact on engagement time, mathematical reasoning, and satisfaction, a negative impact on intergenerational communication, and no impact on math awareness.     

“We Always Spend Time Together on Sundays”: How Grandparents and Their Grandchildren Think About and Use Informal Learning Spaces

ABSTRACT

Self-reflection is critical for visitors to make sense of an exhibit collection in which they are the subject of investigation and may play an important role in any informal learning context. This study examines this construct by listening for self-reflective talk at Mind, an exhibit collection focused on helping visitors explore aspects of themselves rather than external objects or phenomena. It addresses 3 questions: (a) What does self-reflective talk sound like in such a collection? (b) What categories of self-reflective talk are prevalent? (c) What types of exhibits engender what categories of self-reflective talk? Findings indicate that self-reflective talk comes in various forms. Self-monitoring talk, including self-assessments about how visitors are feeling and doing and what they know, is more prevalent than self-connecting talk, comments about visitors’ own lives, values, and their sense of self. Comparisons among different types of exhibits suggest that exhibits designed for multiple users prompt high frequencies of self-connecting talk and self-monitoring talk, whereas interactive exhibits and exhibits that pose a challenge elicit high frequencies of self-monitoring but not self-connecting talk. Additional work is needed to better understand self-reflection, its role in informal learning, and effective means of fostering self-reflection in science museums.     

Close relationships and placemaking: Do objects in a couple's home reflect couplehood?

The domain of couple closeness extends well beyond the individual couple members themselves. Current research suggests that there are also indicators of couple closeness, functioning, and commitment that reside in the couple's physical environment. Two community samples of adults in marital or cohabitating romantic relationships (N = 110) completed a questionnaire that tapped several relationship qualities and that asked them to indicate (a) the objects in their home that they most wanted visitors to notice and (b) their favorite objects. We examined couple displays (the percentage of objects they wanted a visitor to notice that were jointly acquired, as opposed to individually acquired), and couple markers (the percentage of favorite objects that were jointly acquired). Consistent with hypotheses, relationship qualities (closeness, dyadic adjustment, and commitment) were positively associated with reporting a relatively high proportion of (a) jointly acquired objects among those they wanted visitors to notice and (b) jointly acquired favorite objects. We discuss these results in the context of couple placemaking—the physical and symbolic creation of a home as represented operationally in the acquisition and placement of relationship–relevant objects.     

Incorporating Handheld Computers into a Public Science Center: A Design Research Study

ABSTRACT

The feasibility of using handheld computers to customize learning opportunities was explored using a design research process with 68 visitor groups to a small interactive science museum and aquarium. The authors discuss the iterations of the research process, reasons given for both using and not using the handheld computers, and findings related to participants' prior use of handheld computers and their perception of the effects of using the device on their visit. The authors discuss the findings in light of current research on visitor motivations and identities, as well as models of customization. Recommendations for practitioners interested in implementing similar programs, and suggestions for further research are included.     

Museum Atmospherics: The Role of the Exhibition Environment in the Visitor Experience

ABSTRACT

This review presents atmospherics as a potential model for studying the interplay between visitors and the exhibition environment in informal learning settings such as museums. Atmospherics posits that the environment influences affective, cognitive, and behavioral responses, and that these responses can be shaped by design cues in the environment (Kotler, 1974). Atmospherics and the related model of the servicescape have informed research in a variety of retail, leisure, and entertainment settings (Chang & Horng, 2010; Turley & Milliman, 2000). Applying the atmospherics model to the museum environment has considerable potential for extending our understanding of the role that the exhibition environment plays in the museum visitor experience, and informing the design of informal learning settings.     

Visitor Self-Report Behavior Mapping as a Tool for Recording Exhibition Circulation

ABSTRACT

The evaluation of visitor flow within a museum or exhibition has been a topic of interest for decades with several research approaches taken over the years. Direct observation or visitor tracking during museum occupancy is the most popular technique, but it generally requires substantial amounts of time and financial resources. An alternative approach to direct observation—visitor self-mapping—is presented using data obtained from 2 short-term, small-budget evaluations of a world-class collection museum. Results show that self-mapping provides usable data with more than 90% of maps having tracking data for the entire museum. Maps varied in the amount of detail, but more than 60% of visitors provided details beyond what was required. In Study 1, movement patterns, sweep rate indices, and timing data suggest that the mapping data accurately reflected the visitor experience. Study 2 directly paired the self-mapping method used in Study 1 with unobtrusive behavioral observations to address the reliability and validity of the new approach. A discussion compares the relative costs and benefits of the new approach with more conventional direct observation techniques and provides directions for future research.     

Evaluating Family Interactions to Inform Exhibit Design: Comparing Three Different Learning Behaviors in a Museum Setting

ABSTRACT

How do we know that families are learning during the museum visit itself? In order to address this question, this study focuses on three frequently evaluated indicators of during-visit learning: time spent, exhibit engagement, and interpretive talk. Each of these types of data makes certain assumptions about family learning and how it occurs. Four hundred ninety-three family interactions at 25 different children's museum exhibits were analyzed to examine what the three measures reveal about family learning behavior. When compared, the three measures were not highly correlated, suggesting that generalizing information about the family experience from a single indicator is insufficient. Looking at all three indicators simultaneously can help evaluators begin to explore the relationships between families’ learning behaviors, and think about how exhibit characteristics can influence potential learning opportunities in informal settings.     

Environmental Behavior of Visitors to a Science Museum

ABSTRACT

Increasingly, informal science and environmental education institutions are addressing conservation messaging and environmental behavior in programming, exhibits, and interpretation. Yet, little is known about what pro-environmental behaviors visitors are currently undertaking, what characteristics those environmental behaviors may have in common, and what differences might exist among visitor populations. This study investigated environmental behaviors and attitudes of visitors (N = 689) to an informal science museum, including separate foci on members and nonmembers based on previous work suggesting differences between the two groups. To improve research, policy, and educational interventions that address environmental behavior, researchers have long sought to uncover relationships among unique environmental behaviors. To this end, the authors explored whether five commonly recommended pro-environmental behaviors shared underlying characteristics that could be used to group those behaviors. They uncovered some dissimilarity in self-reported environmental behaviors among members and nonmembers. Although no single shared construct underlying the behaviors was evident, the authors did find, for nonmember visitors, a suite of three traditional environmental behaviors and, for members, a suite of four contemporary environmental behaviors. They discuss implications for practice and future research.     

Visitor Motivations Across Three Informal Education Institutions: An Application of the Identity-Related Visitor Motivation Model

ABSTRACT

Recent studies suggest that visitors’ situated museum identities may be examined through the motivations expressed during visits to zoos, aquariums, botanical gardens, and other museums. This article examines a tool published by the Association of Zoos and Aquariums (AZA) and J. Falk, Heimlich, and Bronnenkant (2008) for documenting visitors’ motivations at zoos, aquariums, and other informal education settings and compares motivations for visiting across three informal education sites. Surveys were administered to 370 adult visitors to an aquarium, science center, and boat-based eco-tour operator. Findings revealed both different motivations of visitors to these informal education institutions and seasonal changes to those motivations. Moreover, the motivations tool, which was created specifically to document visitor motivations in zoos and aquariums, was able to successfully document visitor motivations in such places as a science center and boat excursion company. It is not clear, however, that it sheds direct light on visitor identity. Modifications to the instrument and underlying taxonomy are suggested and theoretical issues are discussed and used to suggest further areas of research. Findings from the empirical work contribute to discussions of how informal education institutions may use visitor motivations data along with a theory of identity to better understand current audiences and reach new audiences.     

What Counts as Science? Families’ Perceptions of Science in a Natural History Museum

ABSTRACT

Natural history museums open their doors to millions of family visitors each year and are considered to have a valuable role to play in engaging these families with science. Yet little is known about whether or in what way families perceive such institutions to be connected with science. The current study set out to explore such perceptions via interviews with family visitors to a large natural history museum. Analyses reflected that families’ perceptions of the museum and of their own engagement with science were intertwined with their definitions and impressions of science. For these families, perceptions of the museum as fun, interesting, and educational at times counteracted impressions of it as a science-y institution. Moreover, some families also did not consider natural history to count as science, which further contributed to a reluctance to categorize the museum as science-y. Although such perceptions may challenge how natural history museums would like to portray themselves, they also represent an opportunity to broaden visitors’ definitions and images of science.     

Contextualizing Falk's Identity-Related Visitor Motivation Model

ABSTRACT

This article represents a companion to an article critiquing Falk's identity-related visitor motivations model. Provided here are a summary of the theory and assumptions that underlie the identity-related visitor motivations model and the empirical approaches that were used to develop the model. Particular attention is directed to clarifying the ways in which the identity-related visitor motivations model has and can be used as a segmentation tool, and the growing body of data from a wide range of institutions that support the basic validity and reliability of using the model for this purpose. The paradigmatic foundation of the model, pragmatism, is described. Pragmatism is an approach that emphasizes that knowledge is best gained through, and directed toward action; an approach that gives preference to practicality over theoretical discourses. Finally, thoughts on both the strengths and limitations of the identity-related visitor motivations model as a mechanism for better understanding museum visitors are presented.     

Defining the Chaperone's Role as Escort,Educator or Parent

ABSTRACT

What is the cognitive and emotional nature of fascination? Drawing on theories of cognitive and emotional interest, we explored the nature of visitor fascination (i.e., intense interest) at two High North museums in Norway. In Study 1, we found interesting and informative patterns related to which museum displays 20 teenage visitors experienced as particularly fascinating and why, along with the cognitive and affective qualities associated with those fascinations. We pursued these findings in more detail with 60 new visitors in Study 2. Through path modeling we were then able to capture the dynamics of when each of the following variables mattered to museum display experiences and in what ways: (1) display-relevant prior knowledge and interest, (2) the cognitive accessibility and emotional pleasure of museum display experiences, and (3) cognitive and affective interest outcomes. Implications for theories of interest and future research for exhibit design are discussed.     

Visitor Perceptions of Cultural Resource Management at Three National Park Service Sites

ABSTRACT

The goals for interpretive programs in many parks and protected areas include conveying resource management topics in addition to the seminal goal of connecting visitors to natural and cultural heritage. Although desirable from an agency standpoint, the integration of management topics is likely to be heterogeneous and their detection within programs difficult. The challenge is to differentiate goals and gather visitor perspectives. This study assessed the effectiveness of heritage interpretation in conveying cultural resource management (CRM) topics embedded in public tours. A qualitative multiple case study examined cultural topics and, specifically, staff and visitor notions of the phrase cultural resource management at 3 National Park Service sites interpreting indigenous people. The study found that the topic of preservation was frequently cited by visitors to describe CRM. Furthermore, the topic of consultation suggests that programs offered visitors an opportunity to learn about agency efforts to incorporate indigenous views into sites’ resource management goals.     

Design-Based Research on Digital Media in a Museum Environment

ABSTRACT

This article describes the application of a design-based research approach at the Deutsches Museum, a German science and technology museum, in a collaborative project examining how digital media can support museum learning. Design-based research is an integrative approach that combines the development of theoretical knowledge and the research-practice transfer. The application of a design-based research approach is discussed in the context of the history of visitor studies at the Deutsches Museum. Three projects examining the educational potential of media exhibits serve as examples of how this approach has been implemented, and illustrate how design-based research can address the problems and questions of practitioners as well as relevant psychological research issues. Finally, conclusions are drawn regarding the challenges and opportunities related to this new approach.     

Public Participation and Scientific Citizenship in the Science Museum in London: Visitors’ Perceptions of the Museum as a Broker

ABSTRACT

Science museums in Europe play an emerging and important role as brokers between the public and policy-making institutions and are becoming platforms that enable scientific citizenship. To do so, museums rely on the participation of their visitors. However, little is known about the relation between visitors’ interest to participate, their engagement with science, and their perceptions of the museum as a platform of scientific citizenship. This study analyzes visitors’ interest in 3 levels of participation: Sharing opinions and feedback (the museum as “forum”); co-developing programs and activities; and participating in the governance of the museum. Quantitative analysis of the data from a survey conducted among 364 adult visitors to the Science Museum in London reveals that interest in the forum function of the museum does not depend on visitors’ prior engagement with science, but rather on how the museum enables the scientific citizenship of its visitors. However, for interest in co-development the reverse was found—previous engagement and frequent visits are more important than scientific citizenship. The forum function of the museum and its perceived role in public policy further determine visitors’ interest in museum governance.     

Examining the Effect of Visitor Motivation on Observed Visit Strategies Using Mobile Computer Technologies

ABSTRACT

This article examines the interaction between visitor motivation and in-museum visitor behavior. The authors postulate that, in order to understand this aspect of the dynamics of museum visiting, we need to view the motivations to visit the museum as lists compiled by individual visitors but also as part of wider lists of reasons for visiting that exist in society—which they refer to as cultural itineraries. Self-report methods have been used to capture patterns of motivation that emerge across the data, which in this case were used to examine their relation to visit strategies as manifested by visitor pathways through the London Zoo. Visitor pathways were captured through the novel use of mobile location-sensing technology which offers distinct opportunities in this context that have been unexplored in audience research. The combination of standard research methodology and automated location tracking used in this study allowed us to indentify two distinct visit strategies that directly relate to social groupings with different motivations: (a) groups with an education/participation motivation, who visit exhibits only, and (b) groups with a social event motivation, who spend a considerable amount of time on nonexhibit related activities and socializing with other family members and friends.     

Implications of the Social Model of Disability for Visitor Research

ABSTRACT

Museum professionals have long held the view that their institutions can play a central role in supporting learning and inclusion but evidence seems to be in sort supply in the case of visitors with disabilities. Until recently, most of the work conducted in museums relating to learning and access for this particular visitor group has been about developing products and services rather than assessing their impact. The lack of research in this area reflects the slow development of disability studies as a distinct field and the fact that anti-discrimination and human rights legislation only extended to those with disabilities in the mid to late 1990s. The author introduces one approach to negotiating a balanced design of visitor research and the principles of the emancipatory research framework. She argues that this framework has the capacity to delve into the experiences of people with disabilities and provide a deeper analysis that would not otherwise be possible. The Heritage Education For All project will be used as an example to demonstrate how this approach can be developed in practice, and to show that informal learning programs designed using an emancipatory insight have the capacity to enable people with disabilities to gain new insights into their lives and identities.     

Re-conceptualizing Museum Audiences: Power,Activity, Responsibility

ABSTRACT

This article offers a theoretical overview of how diverse disciplines, such as cultural studies, sociology, philosophy of art, education, and marketing, have contributed to the evolving conceptualization of museum audiences over the past 50 years. Audience research has moved through different paradigms. Every shift in the way audiences are viewed unavoidably influences the way museum professionals view themselves, their role, and the way they interact with their audiences. The most recent audience conceptualization envisions visitors as active interpreters who selectively construct meaning based on their personal experiences, associations, biases, and sense of identity, whereas the museum is envisioned as an open work that is only completed by the visitor. However, certain challenges loom over this new audience conceptualization. It is argued that such visualization underestimates power issues while romanticizing the power of audience activity, thereby ignoring issues of responsibility.