Many visitor studies make social background variables the central point of departure to explain participation patterns. How the past is 'staged', however, also has an influence on those to whom it appeals. This relational perspective calls for new conceptual tools to grasp empirical reality. Inspired by the historical philosophy of Georg Simmel and the literary theory of Mikhail Bakhtin a number of concepts which enable us to grasp the subtle relationship between museum presentations and visitors are presented. Bakhtin's notion of chronotopy serves as a key concept. By linking museum presentations and visitor perceptions with each other, it is also possible to identify certain tendencies within the contemporary museum landscape.
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This introductory chapter contextualises and reflects critically on theemerging trends characterising the evolving social role advocated by museums insociety, with an emphasis on museum experiences as vehicles for change or trans-formation. It looks at transformation by adopting a systemic perspective, anchoredin the transformative potential of the experiences that museums offer to visitors, andthen zooming out to turn attention towards the way recent changes in the socio-political and cultural context reverberated in structural and functional changes insidethe museum and connected institutions and communities. The chapter is structuredalong a series of questions, starting by unpacking a rationale for transformativeexperiences and why they are worthy of attention at this particular moment (Why),then focusing on what we mean by transformative experiences in the context ofmuseums (What), on particularities of design approaches and supporting technolo-gies for crafting transformative experiences (How), and closing with reflections onthe meaning and significance of it all, for the museum, the visitor, diverse audiencegroups and society as a whole (For whom and For what). The final part of the Intro-duction then reviews these themes once again, narrating how they are woven in thebook narrative.
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This publication gives an account of the Public Annotation of Cultural Heritage research project (PACE) conducted at the Crossmedialab. The project was carried out between 1 January 2008 and 31 December 2009, and was funded by the Ministry of Education, Culture, and Science. Three members of the Dutch Association of Science Centres (Vereniging Science Centra) actively participated in the execution of the project: the Utrecht University Museum, the National Museum of Natural History (Naturalis), and Museon. In addition, two more knowledge institutes participated: Novay and the Utrecht University of Applied Sciences. BMC Consultancy and Manage¬ment also took part in the project. This broad consortium has enabled us to base the project on both knowledge and experience from a practical and scientific perspective. The purpose of the PACE project was to examine the ways in which social tagging could be deployed as a tool to enrich collections, improve their acces¬sibility and to increase visitor group involvement. The museums’ guiding question for the project was: ‘When is it useful to deploy social tagging as a tool for the benefit of museums and what kind of effect can be expected from such deployment?’ For the Crossmedialab the PACE project presented a unique opportunity to conduct concrete research into the highly interesting phenomenon of social tagging with parties and experts in the field.
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