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By Fiona McLean

Advertising and marketing the Museum is the proper consultant to the ways that museums can triumph over the varied hurdles at the path to actually attaining a advertising orientation. The historical past of the museum is one in all moving reasons and altering beliefs and this quantity asks whether it is attainable to outline the 'product' which the trendy museum can provide. This e-book explores the an important query: Are the theories of selling built for synthetic items in anyway appropriate to the event of vacationing a museum? In overlaying the most hugely disputed matters within the box, this booklet is key examining for museum pros, scholars and someone who has dealing within the many branches of the background world wide.

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Extra resources for Marketing the Museum (Heritage : Care-Preservation-Management)

Sample text

As Walsh claims: ‘The accelerated overproduction and reproduction of signs is the life-blood of hyperconsumerism’ (Walsh, Kevin 1992:59). One of the most significant concerns for museums is that these changes, albeit popular with the visitors, are redolent of the hyperreal. The museum is turned into a Disneyland, where the objects are no longer revered for their authenticity, but merely contribute to an imagined re-creation of their reality. In fact, Disneyland is derided for going one step further, for creating simulacra, copies of copies for which there is no original (Baudrillard 1983).

As Jenkinson states: ‘Ironically, our aim of a populist museum practice, informed by notions of cultural enfranchisement for “ordinary” people, is confounded by our very position within the process of cultural production’ (Jenkinson 1989:143). By trying to be neutral, by attempting to avoid controversy and debate, museums have merely reinforced the dominant contemporary political perspective, since ‘putting one’s faith in artefacts and technical processes is a political act, because it ignores the social relations of 27 Issues and challenges production and consumption which are never self-evident’ (West 1988:53).

As Cossons comments, Museums…have political as well as cultural significance. They are perceived to have values more far-reaching and perhaps less altruistic than they once did. They provide economic benefits; their presence impacts upon leisure and tourism as well as education and enlightenment. (Cossons 1991:186) 33 Issues and challenges Myerscough (1988) indicated that around £230 million is spent each year directly on attendance at museums and art galleries in the UK. Some museums have considered the economic impact of temporary exhibitions in their own area.

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