2021-09-20T12:03:13Z

2021-09-20

Default License

Institutional critique

Expanding the Museum Space: Innovative Programming & Audience Development

2021-01-31

free

School of Economics, Business Administration and Legal Studies, MA in Art Law and Arts Management

This dissertation was written as part of the MA in Art Law and Arts Management at the International Hellenic University (2019-2021). It aims to add to the vibrant scholarly discussion regarding the role of museums and relevant cultural organisations in our day, by highlighting the means through which said institutions can expand their space and subsequently ‘develop’ their audiences. By way of introduction, the paper renders a brief historical account on the museum, tracing its evolution to date. Drawing from the rich literature on the subject, it then sets out to investigate the multi-faceted concepts of the museum ‘product’ and ‘experience’, in order to pinpoint the marketing and programming practices need to be embraced by organisations to reinforce their status as the public’s primary space of encounter with the Arts & Culture. The dissertation explores a wide range of topics and debates related to museum theory (museology) and practice (museography), such as museum accessibility, education, tradition vs. innovation, etc. With a special focus on the Arts scene of the Greek capital, the paper also presents valuable insights from museum professionals of the Athenian cultural sector, as well as primary research findings from a museum visitor survey. Based on the aforementioned methodologies, this dissertation intends to indicate the most prevalent fields of museum work, which shall play a pivotal role in the redefinition of museum space in the 21st century. Written amidst the second wave of the COVID-19 pandemic, the paper invites museum practitioners to imagine a trans-cultural future of museal institutions, in the hope of inspiring new standards and models for inclusive and engaging museum experiences.

Veleni, Themis

Mavragani, Eleni

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