Overall Interpretive Framework

GENERAL PUBLIC

THE ENGAGED, CURIOUS

NICHE

PARTICIPANTS

Surface swimming

Snorkeling

Scuba diving

An Overall Interpretive Framework

©2012 Douglas Hegley @dhegley

Wading

The majority of our audiences do not come to us with deep prior knowledge. In order to engage as many of them as we can, it is our responsibility to deliver content that meets multiple and varied needs.

CONTEXTIntroduction

Basic Interpretation

What is this?

Why does it matter?

CONTENTNarratives & stories, connections, tours

Bridge from surface to complex

What’s behind all of this?

What’s the insider story?

EXPERTISEDeep, rich, facts

Data, scholarly research

The foundation must be built upon solid scholarship

What are all of the details? How can they be verified?

GENERAL PUBLIC


NICHE

INFORMATION PARTICIPANTS

Invite, welcome

Inspire, delight

Inform, Teach

Snorkeling

Scuba diving

Provide Layers of Information


Surface swimming

Wading

This is not, and never will be, “dumbing things down”. Instead, this is opening as many doors as possible, and meeting our audiences where they are, with respect and enthusiasm.

GENERAL PUBLIC


NICHE

PARTICIPANTS

Snorkeling

Scuba diving

Participant IdentitiesBased on John Falk, Identity and the Museum Visitor Experience, (2009)

• Each identity will have participants from all three categories (although not in equal proportion)

• Any given person may inhabit any of the identities, based on each visit motivation

1. Explorer2. Facilitator3. Experience Seeker4. Professional/Hobbyist5. Recharger


Surface swimming

Wading

GENERAL PUBLIC


NICHE

Snorkeling

Scuba diving

Explorers

Context, Introduction• Why is this important?• What makes this unique?• What important thing did I

not know before?

Content, Narrative• What is surprising? Why?• What is the inside story?

Expertise, Data, Facts• Unseen connections• The hidden is revealed

Goal visitor comment: “It was fascinating, I really satisfied my curiosity”

Content Layers by Participant Type


Surface swimming

Wading

GENERAL PUBLIC


NICHE

Snorkeling

Scuba diving

Facilitators

Context, Introduction• Big questions• Discussion points• Familiarity & relevancy

Content, Narrative• Who were these people?• How did they relate?• Connections?

Expertise, Data, Facts• Biographies – artists, models• Depicted: What is that?• Family histories

Goal visitor comment: “My friends had a wonderful time, we can’t stop talking about it”



Surface swimming

Wading

GENERAL PUBLIC


NICHE

Snorkeling

Scuba diving

Experience Seekers

Context, Introduction• What is this?• Is this a highlight?• Is this famous?• Is this cool?

Content, Narrative• Highlight tours• Comparisons: Biggest? Best?• Most-famous• Most brag-worthy

Expertise, Data, Facts• Famous names• Surprises, shocking scandals

Goal visitor comment: “I saw the first-ever painting by my favorite artist, and I didn’t realize that he hung out with the Beatles”



Surface swimming

Wading

GENERAL PUBLIC


NICHE

Snorkeling

Scuba diving

Professionals/Hobbyists

Context, Introduction• Introduction to theme(s)• Invitation to deeper layers

Content, Narrative• History, and lots of it• Socio-cultural environment• Quizzes, tests of knowledge

Expertise, Data, Facts• Research databases• Full access to working data

Goal visitor comment: “I was able to see and compare the newest acquisitions, and read that the provenance was solid”



Surface swimming

Wading

GENERAL PUBLIC


NICHE

Snorkeling

Scuba diving

Rechargers

Context, Introduction• Limited summary text• No sound, no video

Content, Narrative• Spiritual themes & references• Connections to greater good• Meaning and purpose

Expertise, Data, Facts• Tombstone info in galleries• Details on website, if

interested

Goal visitor comment: “I felt a sense of pure wonder, I was swept away to another time and place”



Surface swimming

Wading

Challenges/Opportunities

• Commitment to an informed approach for interpretation based on research

• Can we establish a set of centralized interpretive themes that will apply across the physical space, different collections, cultures, etc.?

• Can we build layered, in-gallery experiences to please each type?

• Can we integrate in-gallery content (text, interactives, sound, video, etc.) with the goals of tour guides, docents, education?

• Who are the MIA participants? What percentage of each?

• Can we effectively apply agile methodology? Can we act on feedback in an efficient manner?

• How can we use web/mobile to enhance: Pre-visit, during visit, post-visit, and virtual-visit-only?


Overall Interpretive Framework

Government & Nonprofit

Transcript of Overall Interpretive Framework