Museums
create, follow, and sometimes are swallowed up by trends. Like trends in general,
museum trends reflect directions in which movement or change is occurring.
Trends might be related to changing
demographics, the popularity of particular experiences with visitors, or changes
on the horizon requiring preparation.
Often
trends are associated with external factors over which museums have little
control but which they do need to plan for like changes in funding sources, changing housing patterns, or birthrates. Sometimes focus on a social issue like social
media can highlight how museums might be helpful to children, families and the
community and to themselves. Still other trends emerge from excitement about
something new one museum has tried, like rat basketball, which ripples from one
museum to another.
There are
past, current, and future trends; trends that are strategic, financial, operational,
and programmatic. Trends come from and affect different types of museums–art
museums, science centers, history museums, or children’s museums–differently. One
example is a set of seven trends relevant to science centers
world-wide that a group of science center leaders and researchers first explored
at ASTC 2015 and then shared in an article in the Informal Learning Review (No. 136, Jan/Feb 2016). We also
learn about trends from research and analysis that identify shifts that are
occurring that might affect visitation.
Trends
with long-term trajectories affecting museums are explored annually in TrendsWatch published by AAM’s Center for the Future of Museums. The just released forecasting report, 2017 TrendsWatch, explores how each trend plays out, implications for society and
museums, and how museums are and might respond to them.
Whether
followed diligently or not, trends inform and guide us. Trends help us shape a
future and the museum we want. Studying them is helpful in planning and is often
a preliminary step for strategic planning, preparation for a major capital
project, or taking corrective action. Many museums attend to trends for inspiration, staying current, and being more attractive to visitors and supporters.
I look at
and think about trends to push on my assumptions, organize information, share
practices with others, and think about the future. I've gathered 11 trends I have
been noticing. I hear colleagues talking about them and they are showing up in conference
sessions, articles, studies, reports, and blogs. While these trends may not be completely
new, shifts are occurring, perhaps spreading to more museums, assuming greater
influence, and evolving. Several relate to larger trends identified in
TrendsWatch.
Museums
can reflect on these trends and how they might play out in the context of
their audience, museum, and community. Of course every trend is not necessarily a good
fit for every museum but there are often ways to approach or incorporate a trend to
increase its relevance. In what ways are these trends playing out in your museum?
1. Extending the Museum’s Age Range. Over the past several years, science centers,
natural history, art and history museums have been reaching down to serve a
younger audience, while children’s museums have been reaching up. Some of this may be encouraged by reports like IMLS Early Learning that highlight the value of early experiences and the role museums and libraries
can play. A growing focus on family learning encourages keeping families–often
with children of several ages–together. Finally, extending the age range either
way, promises attendance growth. Museums reaching out to new audience groups will
want to be prepared for planned and unplanned shifts and reactions. Museum Notes: Managing Multiple Museum Audiences
2. Awareness of Informal Learning. While museums have long
identified themselves as places of informal learning, they are increasingly intentional
about their roles and opportunities. In free-choice or informal settings, learning is social,
learner-motivated, voluntary, tool and object-based, and contextual. Occupying
an important niche in their local learning ecosystems, museums have distinct
opportunities to accommodate non-traditional learners, develop talents, model
active learning for local schools, and contribute to educational reform. As more
studies highlight the benefits of informal learning and their settings, museums
are increasingly able to use these qualities in planning learning experiences
and encouraging learners to extend their learning over time. Museum Notes: The Dance: Informal and Formal Learning
3.
Collaborative
Experiences. Museums are finding
that collaboration works at many scales: with members of the community, with other
organizations, internally among staff, and among visitors in exhibits and
programs. A 21st century skill valued for both individuals and groups,
collaboration engages different perspectives, amplifies new voices, shares
expertise, and extends resources. Collaborative efforts allow a museum to
accomplish goals for its learners, itself, and its community that it could not
otherwise accomplish from enriched experiences to being more inclusive and
increasing impact. Any museum that has been engaged in collaborative efforts
will know that along with the benefits come challenges of time, trust, and
managing change. From the Field: Growing Bigger, Staying Collaborative
4. The Power of Place. Place is more than physical setting, an address,
geography, weather, or an historical marker. It is something we experience
directly, physically, and intensely through our senses, experiences, and emotions. As daily
life becomes more global, museums are recognizing that being local is increasingly valued. Experiences grounded in place
connect with what an
audience finds distinctive and meaningful; builds on local knowledge; and deepens
a sense of connection and identity. As a museum looks for ways to distinguish itself,
tell its story in new ways, and deepen its roots in the community, it is likely to find some direction from the power of place. From the Field: Places of Invention: Museum Notes: Place Matters
5. Authentic Materials. Real-world stuff–tools, utensils, natural materials, building materials, fabric, biofacts, and everyday objects is full of information about the
world, how it works, and how it is likely to work. Materials motivate, hold
stories, express possibilities, and deepen our understanding of concepts. Museums
recognize that in a world of increasingly virtual experiences and objects that may
not actually be made of what they appear to be, direct experiences with
authentic materials are critical for our understanding of materiality and how
our body gathers information and how it understands. Using authentic materials can be staff intensive
and requires adequate, convenient storage. Museum
Notes: Managing Materials for Making and Tinkering
6. Nice + Necessary. Increasingly, museums realize
they must be outstanding at being both nice + necessary. They must be inviting
and attractive and they must matter. A museum is nice, a pleasant place to
spend time, to bring friends from out of town, or to celebrate. A museum is necessary
in strengthening community, contributing to a more robust regional infrastructure
around well-being, or playing a critical role in early literacy. Like 2 sides
of a coin, nice + necessary need one another. Nice provides credibility and
brand recognition for being necessary which in turn confers credibility and confidence about
the museum's long-term value. Museum Notes: Unpacking Nice + Necessary
7. Visitor Engagement. More museums are finding more ways to
plan and work with as well as for their audiences. They are inviting
citizen insights into their community into the museum, crowdsourcing ideas; and co-curating
projects with visitors. Visitors help research and prototype exhibits. Besides
enriching museum experiences and offerings, visitor input adds new voices, expands
perspectives, increases relevance, shares authority, and broadens ownership of
the museum. Many museums are
experimenting with this bottom up approach, finding ways to increase
engagement, personalize interactions, and stay in touch. To manage well and respect visitor
input, museums need clear goals for what the engagement is intended to
accomplish and how input will be used. From the Field: What Is Engagement, and When Is It Meaningful?
8. From STEM to STEAM. A concern about STEM literacy especially for girls, underrepresented
groups, and the workforce pipeline has been bubbling for years. A shift from
STEM to STEAM, integrating the arts–music, visual arts, language, sculpture, dance–into
STEM learning experiences addresses some of these concerns by increasing entry points and
motivation for exploring STEM concepts. At the same time it welcomes creativity
in science, imagining what’s possible, and application of design skills. Just
as science centers and museums are adding the arts to STEM learning, art
museums are adding science to arts exploration. From the Field: Artlab+Q?rius Art-Science Workshop Series Evaluation2015
9.
Maker Spaces and the Maker Movement. Making brings puttering and crafting in from the
garage, basement, shed, or knitting circle. It’s a DIY, from scratch, messing
around mindset that amps up the self-directed learning, level of interactivity,
and social engagement we are now seeing in museums, libraries, and community centers. Experiences in maker spaces, facilitated by prepared staff, are able to serve a wider range of ages and visitors, from young
children through adults while providing access to a range of materials and tools. Maker spaces draw
on high-and low technologies and engage makers in a variety of processes
including material exploration, designing, and building. As the larger "maker movement," grows to more settings, how will museums distinguish their maker spaces? From the
Field: Learning to Make in the Museum
10. Technology Everywhere.
There isn't an area of the museum where new technology is not well established:
mobile giving, social media, mobile apps, augmented reality, depth sensors...and
more. TrendsWatch over the last 4 years has more or less documented this. Engaging
new technologies are dramatically changing the museum’s relationship with
members, donors, and the community. With new technology, visitor and gallery experiences
increase learners' access to content, combine physical with digital experiences, and help
in visualizing complex ideas and relationships. Museums of all sizes are
struggling with technology adoption, needing to develop a museum-wide digital strategy,
manage the demands placed on resources, and keep pace with technical
infrastructure. From the Field: NMC Horizon Report
11. Places of Research and Evaluation. Research and evaluation activity
has been growing across the museum field. Not so long ago, few museums conducted
more than an occasional program evaluation or summative evaluation as required by a funder;
a museum rarely conducted research. As a maturing field expected to demonstrate its
value, museums have been growing internal and field-wide capacity. Field-wide research agendas have guided studies and supported research
networks and research exchanges. Educators, evaluators, developers, designers,
and researchers at museums, small and large, are developing their own research
agendas, framing questions, and connecting theory and practice that is meaningful in
their museums. Most likely, some of the results of this research will generate coming trends. From the Field: Developing a Research Agenda Aimed at Understanding the Teaching and Learning of Science at a Natural History Museum.
What trends would you add to this list? How do you use trends in your museum? What's helpful in using them?
Photo credit: Nuernberg Installation by Markus Linnenbrink
Photo credit: Nuernberg Installation by Markus Linnenbrink
If I were to add #12, it would be amenities: better cafes and food/drink options; attention to visitor comforts, like comfortable seating for all ages, well-equipped family restrooms, easy access (admissions, parking lots, stroller guidelines). Even expanded wi-fi, as debated as that might be. In addition to learning, aesthetics, and community relationships, museums want visitors to have comfortable, satisfying experiences.
ReplyDeleteThank you, Mary, that's a great addition. Museums have been thinking about and adding more amenities so time at the museum is easy, comfortable, convenient. A responsive, amiable environment reduces crankiness, extends visits, and creates better memories.
ReplyDeleteThis is all fine in the world of visitor engagement, education and exhibits but nothing was noted on trends in Collections Management and Curatorial. Two very important areas in museology and should not be ignored.
ReplyDeleteYou are right, Evelyn. Thank you for pointing that out; I have overlooked those important areas. I wish I were familiar enough with them to have a feel for relevant trends. Are there trends you are observing in Collections Management and Curatorial you feel like sharing?
ReplyDeleteWe're also seeing #7 (visitor engagement) have greater importance in terms of getting local communities and potential visitors involved in the museum development process. One item to add to this is the use of analytics for the ongoing measurement and evaluation of visitor feedback. And of course, collections management continues to play a critical role in the development of museum exhibits. https://www.historyassociates.com/resources/blog/modern-museum-trends/
ReplyDeleteAnne, thank you for these additions. I think analytics crosses museums and areas and plays an increasingly larger role in how museums plan and how they understand their accomplishments.
ReplyDelete