MUSEUMS 2020 DISCUSSION - PAPEr - July 2012 - Museums Association
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July 2012
MUSEUMS
ASSOCIATION
MUSEUMS 2020
DISCUSSION
PAPEr
01Contents
Contents
Foreword 03
Introduction 04
Context: The world now and in 2020 05
impacts:
1. Making a difference for individuals 06
1a. Wellbeing and happiness 07
2. Making a difference for communities 08
2a. Participation 10
3. Making a difference for society 12
3a. Human rights, equality and social justice 14
4. Making a difference for the environment 15
Implications 17
Implementation 20
How to respond 22
References 23
02Foreword
The UK’s museums are transforming the ways they engage with
people. Participation and attendance numbers are up, buildings are
refurbished, collections are better used and cared for. Now, there is
increasing interest in the impacts museums can have – the difference
they can make to individuals, to communities, to society and to the
environment. Economic times may be challenging, but the Museums
Association (MA) believes every museum now has the perfect
opportunity to build on the investment and success of recent years
and to increase its impact.
This Museums 2020 discussion paper sets out the possibilities for
museums and seeks your views about how museums could change
to better fulfil their potential to play a part in improving people’s
lives, building communities, strengthening society and protecting
the environment.
Please read the paper, think about what it says, discuss it with
colleagues and send us your views. You can respond to the questions
online at www.museumsassociation.org/museums2020 or email
your thoughts to museums2020@museumsassociation.org.
Please respond by 31 October 2012. Museums 2020 workshops
www.museumsassociation.org/events will be held throughout
the UK in September and October 2012.
Your views will help shape the MA’s 2020 vision of museums
and their impact, so make sure your voice is heard.
Vanessa Trevelyan
President, Museums Association
03Introduction
Inspiring examples from the UK and Every museum is different, with different For most museums this will mean becoming Answer at www.museumsassociation.
throughout the world demonstrate audiences, communities and networks, more aware of what’s going on around org/museums2020 or email your
that museums have the potential to with different collections, skills and them, refreshing their role and purpose, thoughts to museums2020@
build on their long tradition of caring for knowledge, with different histories, focusing on the quality and depth of their museumsassociation.org.
collections, knowledge and memories buildings and funding. Every individual engagement with people, constantly Please respond by 31 October 2012.
and to care more about individuals, museum has varied audiences to serve seeking out new opportunities and building
If you’re not involved directly in the
communities, society and the – audiences that are becoming more and new partnerships with an ever-wider range
work of a particular museum, you could
environment. Museums can be so much more diverse. And government policy is of organisations. For many people working
think about a museum you know well
more than buildings that interpret becoming increasingly varied in different for museums, it will mean acquiring and
or museums in general.
collections. Just for starters, they can parts of the UK. This discussion paper aims using new skills, working in new ways and
help people “develop their identity, to tease out common themes that can collaborating with – and learning from
build confidence through volunteering, apply to every museum. It makes a simple – people with different skills, knowledge
understand cultural differences, have proposition: every museum can do more to and experience.
non-partisan public spaces to enjoy, improve people’s lives and play a part in
This discussion paper invites you to take
support intergenerational understanding, meeting society’s needs.
the first steps on that journey.
help recently arrived migrants learn a
People have shared experiences in
language/culture/history and find their
museums and a sense of communal,
place in it, give a place for a father to take
social ownership of them. This means Q1 Q2
his son/daughter on their one day a week/
month together, inspire the next
people love and trust museums. In principle Looking back over the Over the next few
they are “trusted by the public and able to past year or so, how
generation of scientists, provoke debate,
present, interpret and discuss complex and years, how might your
build community cohesion, help prevent has your museum made museum build on that,
sensitive issues, fostering tolerance and
illnesses associated with old age, make the greatest difference and use its reputation
understanding.” 2 But many museums are
people go ‘wow’, encourage tourism,
cautious about actively and explicitly to individuals, and resources to make
promote economic growth through
contributing to the creation of a civil and communities, society a greater impact?
cultural regeneration, and let people or the environment?
civilised society. The challenge is to move
learn through the power of touch”.1
on from a generalised sense that a museum
provides public benefit by merely existing,
to identifying how it can best make a
defined and explicit contribution.
“Museums enjoy unparalleled respect
and trust and it is time this veneration
be put to good use.”3
04Context
The world tough for many people. The scourge of
youth unemployment will cast a long
“What will people want of their museums
in 2020? What role can those institutions
now and
shadow, condemning individuals, families play in developing their places and
and entire communities to long-term constituencies? What will it take to
poverty and ill health, with high costs for achieve that?”5
in 2020 society as a whole.
Over the next decade, people in the
From some points of view, life world’s wealthier nations are likely to
has never been better than in the become unhealthier and materially
poorer, although others will become
first few years of the 21st century.
richer, as inequality rises.4 The world
People are living longer; the faces climate change and resource
internet and other technologies depletion, mass migration of refugees
What will
offer easy communication and and the suppression of political dissent.
new types of relationships. The Arab Spring brings many reasons for
Many people’s horizons are hope, but closer to home the European
people want of
economy is in distress. It seems unwise to
ever-widening, with increasing
maintain old assumptions that economic
international links and growing growth will be the solution to our problems.
their museums
diversity in many parts of the UK.
Looking ahead at the operating context
For many, life is culturally and
for UK museums over the next five to 10
intellectually richer – increased
in 2020?
years, it seems unlikely that recent levels
participation in museums is an of public funding will return. This will
indicator of that. inevitably reduce the amount of work
museums can do and risks reducing their
However, many individuals and impact. It means museums have to
communities face striking problems, “critically review their situation, rethink
from homelessness and drug addiction to various aspects of their operations,
human trafficking and domestic violence; programming and partnerships… Rather
from the break-up of communities and than simply reacting to what appears to
growing inequality to rising obesity and be a looming crisis and trying to maintain
increased mental illness. In the UK, previous operating models, this could be…
declining incomes, increased prices and a real turning point which makes
cuts in public spending are making things museums fit for purpose.
05IMPACT
1
Programmes like Collections for the And many museums go much further. interests and needs, “a belief in the
Future and Effective Collections have Not content with simply meeting people’s entitlement of the whole of society to the
transformed expectations about the appetite for entertainment and benefits museums can provide, and a
ways people can benefit from collections. 7education, they aim to stimulate change determination to take positive action to
Making a Museums now understand that
collections are there to be used.
and “to affect [people’s] current activities,
opportunities and aspirations”.10 Dozens,
deliver that entitlement.”14 Often,
museums undertake this work in
difference Museums offer thought-provoking,
inspiring and enjoyable experiences to
even hundreds, of UK museums build
individuals’ skills, often to increase their
partnership with (and sometimes funded
by) agencies such as adult care services,
for
employability,11 a critical contribution at a children’s services, the probation service,
help people make meaning and better
time of high unemployment. Museums the police or the NHS. Sometimes
understand the world. They provide
provide a safe, supportive environment in museums collaborate with community
individuals opportunities for contemplation, curiosity
and creativity. They allow people to spend
which vulnerable people can build their
confidence, through supported paid work
organisations dedicated to improving
people’s lives. Such partnerships are
quality time together. “The sheer act of
or structured volunteering. There is a essential for sustainability and success;
Museums can improve individuals’ visiting the museum enhances social
growth in museums serving people with they generate new insights and learning.
lives in ways such as supporting bonds with family and friends through the
health needs, such as those with
sharing of the museum experience and
learning, stimulating interaction dementia, fostering “a positive mood and
with friends and family, and
the sharing of personal and collective
social interaction for them and their Q3
memories.” 8
building skills and confidence. carers”.12 One group of museums is
“The potential of museums is immense, developing a targeted programme to help
Over the next five
To do this, museums often work both in formal and informal learning”; “an address child poverty.13 There is, of to 10 years, how can
in partnership with other alternative space for learning, where course, an ethical and moral argument for your museum make a
organisations. Museums can children and adults can step outside of this work – but there is also a strong greater difference
expand this work, finding ways their usual ways of acting and economic argument: unemployment, poor to individuals?
to engage with people more deeply interacting.”9 All museums know they are health and crime have a vast financial cost
fundamentally there to support learning to society and if museums can play even a
The current UK definition of a museum and to stimulate thought and reflection. small part in combating them, it will make
says that museums enable people to And surely all museums also recognise a difference.
explore collections for inspiration, they should be inclusive: constantly
This type of “social work” is increasingly Answer at www.museumsassociation.
learning and enjoyment.6 And they do seeking out new audiences and engaging
seen by museums as a core activity; some org/museums2020 or email your
that better than ever before. No 21st- with the widest possible range of people.
fund it from their core revenue budgets, thoughts to museums2020@
century museum could be satisfied with There are thousands of examples of
on the grounds that every citizen has the museumsassociation.org.
simply opening its doors and waiting for museums broadening audiences, inspiring
right to museum services that meet their Please respond by 31 October 2012.
people to visit, however good its individuals and boosting learning.
collection and displays.
06IMPACT INDIVIDUALS
1a
“Claims that the arts are good for There is growing interest in the Individual wellbeing is intimately linked
individuals take many forms. The arts contribution museums can make to with community: “Look out, as well as in.
have been said to improve health, mental people’s wellbeing. The Happy Museum Seeing yourself, and your happiness,
wellbeing, cognitive functioning, creative Project is exploring how museums can linked to the wider community can be
Wellbeing ability and academic performance.”17
There is growing scientific evidence that
explicitly contribute to individual
wellbeing, which is intimately connected
incredibly rewarding.”21 The difference
museums make to communities is
and happiness “taking an active part in creative activities
[has] a measurable impact on physical and
to a more sustainable future. It says:
“Museums are well placed, but grasping
examined in the next section.
Answer at www.museumsassociation.
mental wellbeing”. More than that, there the opportunity will require reimagining
org/museums2020 or email your
Museums are well placed to is some evidence that “simply visiting some key aspects of their role, both in
thoughts to museums2020@
museums and art galleries, going to the terms of the kinds of experience they
improve individual wellbeing, cinema or live music events, or even provide to their visitors and the way
museumsassociation.org.
improve quality of life and Please respond by 31 October 2012.
reading books” means people live longer.18 they relate to their collections, to their
contribute to mental health communities and to the pressing issues
The New Economics Foundation has
of the day.”20
The coalition programme for government reviewed scientific research to set out
says: “The government believes that a five ways to wellbeing – five things
vibrant cultural, media and sporting everyone should do regularly to enhance Q4
sector is crucial for our wellbeing and their wellbeing: 19
quality of life.”15 The term “wellbeing” is
How could you build
– connect…with the people around you
used in varied ways. On one hand it can ideas of happiness,
– take notice… be curious, savour the
specifically refer to mental health – the moment, reflect on your experiences health and wellbeing
Scottish government’s national indicators – keep learning… try something new, into what you do in
include “mental wellbeing”.16 Sometimes rediscover an old interest your museum?
“wellbeing” refers to health in general, – give… do something nice for a friend
elsewhere it is synonymous with a more or a stranger, volunteer your time
general sense of quality of life and –b e physically active…
happiness.
07IMPACT communities
2
Some museum collections, such as Some museums also help with Museums could take greater advantage
those including world cultures, also reconciliation, often as sites of of the growing passion for “stimulus,
have “communities of origin” overseas, conscience, “dedicated to remembering congregation and live experience…
descendants of people who originally past struggles and addressing their Attendances soar for live experiences
Making a made or used things now in UK
collections. Many museums interact with
contemporary legacies.”25
In his 2009 Reith lectures, Michael Sandel
year on year.”29 Specialist museums can
act as a national – or even international -
difference more than one type of community; all
museums strive to be good neighbours
spoke of the importance of “places where
citizens from different walks of life
focus for their subject, by holding
conferences or assembling resources.
for
and have strong relationships with their They bring together specialists and
encounter one another”. He observed:
local community. connect them to a wider audience in ways
“Institutions that once gathered people
that universities and other specialist
communities Museums can “root communities, linking
the past and the present with the
together and served as informal schools
of civic virtue have become few and far
institutions can find difficult.
future”.22 “In a fast-changing world, an between. [This] makes it difficult to “Museums and galleries serve as focal
Museums can strengthen understanding of where we are from as cultivate the sense of community that points for communities and as inclusive
communities by bringing people individuals, communities and nations and democratic citizenship requires.”26 spaces... They provide opportunities
as humans is important and of course, Geoffrey Crossick has identified the need which help people explore issues of
together, validating the museums, by displaying artefacts and for a “people-based environment in which identity.”30 “Through creating exhibitions
experiences of particular groups telling us stories about ourselves and knowledge could be developed… what is and events with those groups most
and supporting community others, have a crucial role in continuity.”23 needed is not a system to transfer from excluded from society… museums create
organisations. Most museums have Museums enhance understanding
one party to another some knowledge feelings of belonging and social and
more potential to become truly of that has already been produced, to cultural inclusion.”31 Museums help
between communities, helping people
their communities transfer something that has already de-stigmatise mental health issues by
to empathise with others. This might
happened. But to create spaces in which presenting people’s experiences as a
happen at a local level – or internationally,
Several types of communities have a something can happen.”27 normal part of local life. Participants in a
through, for example, twinning with a
stake in museums. A successful local museum-led refugee project “felt that the
museum on another continent. “Museums Museums can be “connectors” or act
museum will be an expression of the exposure that their stories gained from
provide a free space for exchange of as a “contact zone”,28 bringing people
whole community in a geographically being displayed publicly… was a public
experiences, for opportunities for shared and groups together. They all have the
defined area – and that community will symbol of acceptance by British society”.32
understanding – for creating peace where potential to act as new versions of the
include smaller communities or groups. (However, we shouldn’t be complacent
otherwise conflict or misunderstanding town hall or market square – public spaces
A more specialist museum will serve a – many groups remain marginalised
may be on the horizon.”24 This can include where many things happen. Museums
community of interest – people with in terms of their representation in
countering racism or sectarianism. host lectures, discussions, cultural events
common interests (and might need to museums and collections; there is still
and even occasional singles’ nights
take care to avoid serving only a clique). far more potential to adequately
– but there’s untapped potential to
represent the variety of people who
connect people.
make up modern Britain.33)
08IMPACT communities
A museum can contribute to a sense of Museums can serve as a venue for groups Locally, “communities help to build up To address this, some museums are
local pride and, perhaps more importantly, to meet such as childminders or young collections. They often feel ownership of increasing community participation and
define local distinctiveness and so help to parents with under-fives; they can go their local library and museum, which tells co-production.
counterbalance the cultural effects of out and reach people in care homes or the story of their town and is part of local
globalisation.34 Many museums seek to hospitals. They connect to their civic life. In many smaller museums and Q5
play an explicit role in strengthening communities by offering opportunities libraries it is the community response to
communities, perhaps offering their to volunteer and increasingly see the the institutions that drives them and
spaces for use by community groups or benefits of recruiting and training ensures their survival.”39 Some museums How can your museum
contributing their skills and resources to people who live locally. and communities are adopting new become closer to its
support and empower other community
As well as being culturally and socially
business models. Public agencies are communities over the
organisations. To serve communities well,
beneficial, these activities have an
commissioning museums to undertake next five to 10 years?
museums work with other organisations work with communities and some
economic impact, potentially reducing
in interdependent relationships, sensitive museums see themselves as social
costs on local authorities and public
to the importance of equitable enterprises; other models include
agencies. Some museums make an
partnerships and taking care not to community interest companies and
economic contribution by attracting
dominate.35 The extent and quality of museums directly supporting community
tourists and directing custom to local
relationships with other organisations businesses. In some (but unfortunately
businesses. To ensure high quality Answer at www.museumsassociation.
is a key indicator of a museum’s by no means all) cases, moves by local
engagement, museums need to recognise org/museums2020 or email your
sustainability.36 authority museums to trust status can
the different needs and interests of local thoughts to museums2020@
increase community involvement.40
Leading museums that have a and tourist audiences. museumsassociation.org.
thoroughgoing engagement with However, most museums have more Please respond by 31 October 2012.
community development show that potential to become truly of their
if a museum is to reach its full communities. As yet, few equally involve
potential in serving its communities, the breadth and range of their local
it needs to make a significant Museums can only communities. Despite plenty of projects
commitment.37 “Museums can only to include marginalised groups, many
be as good as their
be as good as their analysis of remain unrepresented in museums’ main
society and awareness of the reality analysis of society displays and collections; some groups are
of people’s lives.”38 But small things and awareness of less likely to engage with museums than
can make a difference too. Many the reality of others; and the workforce seems
museums help address problems in a people’s lives. resistant to diversification, despite
community with programmes to over a decade of schemes like the MA’s
provide purposeful activity for Diversify initiative.41
disaffected young people and build
their sense of citizenship.
09IMPACT communities
2a
Participation At its most developed level, the museum
is an integral part of its communities, with
“(1) Recognition of their own cultural
a range of people participating in making
identity; (2) engagement with other
Museums are seeking ways to decisions about every aspect of its work
cultures; (3) participation in cultural
and activities. Community members can
increase community participation activities; (4) opportunities for creativity;
be “co-researchers and co-producers of
in their activities and decision- knowledge rather than informants and
and (5) freedom of expression and
making. Done with care, and critical judgment.”47
tellers of quaint stories of the past”.43
avoiding tokenism, this can improve These museums are “embedded in their Participatory practice is sometimes seen museum-created product to active
museums and benefit communities local communities…. Not treating their as a threat to the role of a museum as a participants, with “people taking
community partners as beneficiaries but definitive source of knowledge and responsibility for their museum or gallery,
“Democratic pluralism, shared authority as active partners”.44 Some museums expertise and museums need to reconcile and gaining valuable experience of active
and social justice are distinct but collaborate with international it with the public expectation that they citizenship in the process”.51
convergent areas of policy and practice “communities of origin”; this can lead to are authoritative places for learning.48
“Where museums offer the chance for
that together define the socially new approaches to cultural restitution It can require considerable thought and
reciprocal relationships, where visitors
responsible museum.”42 Social justice as an alternative to repatriation.45 determination when, for example,
are providers as well as receivers of
is discussed below; here we focus on co-producers can’t seemingly coexist, or
Some people will not want to contribute, knowledge and learning, they can
democratic pluralism and shared when there are several versions of the
create, volunteer or join-in in any formal engage the assets and resources of a
authority, or “participation”, as it is truth within a locality. “Meeting the needs
way, but will still have an expectation of community.”52 Distinctions between
coming to be known in the UK. of competing parties is one of the most
participation. “For many people, simply “insiders” and “outsiders” can be
difficult issues that museums of the
Participation is useful shorthand for attending a cultural event – be it a comfortably blurred – in some museums,
21st-century encounter.”49 To navigate
opening up museums to a range of voices. museum exhibition or an opera board members are also community
these areas museums need strong
At the simplest level, it’s the event or performance – is no longer enough. They members and museum volunteers.
organisational values to guide them.50
exhibition organised with a community want to be true participants, to contribute In general, community participation
group, something that’s now common and respond to dialogue and to shape Done well, participation is good for both would increase “if volunteers were more
practice in many museums. At the next debate.”46 Participation can be seen as museums and communities. It enriches involved in decision-making and higher-
level, it might encompass community part of everyone’s “cultural rights”, which what museums offer and transforms level activities, and if the profile of
advisory groups or exhibitions initiated have been characterised for museums as communities and individuals from volunteers better reflected those of
by community groups. every person having the right to: occasionally consulted consumers of local communities”.53
10IMPACT communities
The Paul Hamlyn Foundation’s special
initiative, Our Museum, aims to help Q6
museums move on from project-funded How could you better
short-term participative work to “place involve people as
community needs, values, aspirations and participants in your
active collaboration at the core of their
museum’s displays,
work, involve communities and individuals
in core decision-making processes and exhibitions, programmes
play an effective role in developing and decision-making?
community skills”.54 “This needs to be
proactive work, getting out into the
community and taking part, being seen,
and doing work which addresses the
community’s agendas. Museums need to Answer at www.museumsassociation. Are we accommodating
different points of view…
become confident enough to cede at least org/museums2020 or email your
some authority to communities.”55 thoughts to museums2020@
museumsassociation.org.
in order to preserve our
However, much current participatory Please respond by 31 October 2012.
practice has been described as
existence, or are
“empowerment lite”. “The actual
experience of engagement and
participation frequently revealed a level
of control, risk-aversion and management
by the organisations that served to we genuinely moving
our practice?
undermine its impact and value for the
target participants.”56 “Are we
accommodating different points of view…
in order to preserve our existence, or are
we genuinely moving our practice?”57
11IMPACT society
Museums quite
3
the individuals and the moments that provide straightforward access to their
literally stabilise
have shaped the past, the beliefs and the collections; few offer truly open storage.
the important habits which should determine the future. The precise purpose of many “reserve”
material culture These monuments and aides-mémoires collections remains unresolved. They may
of society.
Making a point not only to what we were, but to
what we want to be.”62
be putatively held for research, but as the
MA has long observed, “a collection
difference Many people in museums warmly
remember occasions when they hosted
cannot be said to be in use if it simply sits
in store for years at a time” and it appears
for society
many “research collections” are not
a large event with substantial attendance
extensively used by researchers.63
such as a festival, celebration or
To a limited degree, museums make loans
performance – or even a specialist
from their stored collections, but many
Museums safeguard and develop Museums present whole areas of life and convention or conference. These
have erected barriers of bureaucracy and
collections, create knowledge and nature in displays and exhibitions, activities generate culture for society.
stimulating wide appreciation of both cost and are highly risk-averse, so the
contribute to cultural life But for many museums, such events –
familiar and lesser-known aspects of art, potential of sharing between museums
which can require significant resources
history, science and, increasingly, life (and with other venues) is largely
Museums see themselves as serving – are exceptional.
today. They draw attention to the local, unrealised.64 Unfortunately, most
society. In the MA’s definition of a In many cases (but by no means all) museums do not behave in practice as if
museum, they “hold collections on national and international, and the links
between them. They help people learn museum collections form the bedrock of their collection is part of a “distributed
behalf of society” and there is a very real museums’ cultural activity. And museum national collection” easily available to
(if not strictly legal) understanding that about different times and places and think
about the future. They “capture the collections are used by society in many share with other museums.
museums and their collections belong other ways too: for educational loan, for
to everyone. Museums exercise changing spirit and preoccupations of the Over the past few years, encouraged by
time and contribute to those cumulative a wide range of research from family
“stewardship” or “guardianship” rather the MA, many museums have reviewed
impacts that play a part in long-term history to cutting-edge science, and to
than acting as private owners of parts of their collections and undertaken
social change and shifts in cultural enhance public and corporate spaces.
collections.58 They have been highly careful disposal. Over the coming
successful – perhaps too successful attitudes”.60 In museums, “people enact, In principle, museum collections, like decades, most museums will have to
– in preserving things that matter to share and alter key elements of culture those in public libraries and archives, are answer hard questions about whether
society (or at least to the more powerful that shape the very operation, quality and available to everyone. Digitisation has the public benefits of preserving
members of society). “There would be experience of social life.”61 “It may be said substantially improved the availability of collections justify the costs of money,
little or no material record of our mortal that memory is identity. At the very least information about collections and there energy and other resources. There are
existence without the custodianship of it is an essential part of it... All societies will be benefits in further digitisation in further difficult questions about the
museums.” “Museums quite literally have therefore devised systems and cases when it is designed to meet a clear extent to which collecting is justifiable
stabilise the important material culture structures, objects and rituals to help audience demand. However, physical when many parts of existing collections
of society.”59 them remember those things that are access remains limited and most are hardly used.65
needed if the community is to be strong – museums have a long way to go to
12IMPACT SOCIETY
How many museums have adopted a Museums can foster a sense of enquiry Museums hold collections, develop
strictly strategic approach to acquisition and encourage a wide range of people to culture and create knowledge for society. Q7
that links directly to key priorities by, for develop expertise and knowledge; there Most aspire to be open to all of society How can your museum
example, collecting to better represent a is great potential here, as seen in – to bring people together for shared better use and develop
museum’s current and future audiences? museums that offer easy-to-access study experiences, understanding and learning.
its collection and the
“I hope that we have finally expelled the rooms for local history or specialist And some museums are going further in
practice of encyclopaedic collecting and collections. Increasingly, the boundaries their contribution to society. “All over the creation of knowledge
that we’re curating the intangible as well are dissolving between knowledge world, museums are generating a variety to increase its
as the tangible heritage.”66 (Do UK created within the organisation and other of offerings and approaches for serving as contribution to society
museums really need to collect any more knowledge and expertise. Museums draw agents of wellbeing and vehicles for social and to cultural life?
18th-century watercolours or 19th- on, support and connect a wide range of change… Museums have aimed to
century machinery?) people and can act as the focus of a influence public knowledge, attitudes and
“knowledge community” that is behaviour; deliver public health and
As well as creating and holding
sometimes international in scope. welfare campaigns, reduce stigma and
collections, museums create, hold and Answer at www.museumsassociation.
bias, empower citizens and communities
share knowledge for society. Once the Specialist knowledge is a valued aspect org/museums2020 or email your
and mobilise other forms of social action
preserve of the lone expert, a new of museums and increasingly that thoughts to museums2020@
and change.” Some museums seek to
concept of museum research is emerging knowledge comes from a wide range of museumsassociation.org.
work with society, not just for it. They are
with the goal of “deepening knowledge sources. Like the traditional media, Please respond by 31 October 2012.
engaging with the issues of greatest
and generating new insights to animate museums are unlikely to adopt a
concern to society, as “an active supporter
collections… Effective knowledge is completely “social”, user-generated model
and vehicle of social change”.69
essentially a process of learning – social, like YouTube, Tumblr or Pinterest. The
interactive and experiential… Sharing challenge is to find ways to share the
knowledge is not a ‘download’ of creation of knowledge and benefit from
information from ‘expert’ to ‘lay’: it is user-generated content - and relate that
dynamic and expansive, including ‘how do to society’s expectation of museums as
we know?’ as well as ‘what do we know?’ reliable, trustworthy and authentic. There
Effective sharing gives confidence to are a variety of models for museums to
others: to ask open questions and draw on: for Wikipedia, accuracy is central
interrogate assumptions.”67 but everyone can contribute; newspaper
websites combine authoritative articles
with reader comments.
13IMPACT SOCIETY
3a
The government’s Museum Strategy for The MA supports the view of The A few museums are explicitly “activist”,
Wales says: “Museums will contribute to International Council of Museums’ (ICOM) aiming to use their position as trusted
living communities, promote the values of international committee on museum organisations to bring about socially
a fair and just society.”70 “Museums, like all management (Intercom) that “it is a beneficial change. One even employs a
Human rights, social institutions, are embedded in
society and have responsibilities to that
fundamental responsibility of museums,
wherever possible, to be active in
museum activist to help it be alert to
contemporary issues that affect its local
equality and society to meet its standards of justice.”71
“There is increasing… interest in the
promoting diversity and human rights,
respect and equality for people of all
communities (many in rural areas, where
there is isolation and a lack of real and
social justice
potential for museums to take up an origins, beliefs and backgrounds” and virtual connectivity) and promote debate
explicitly activist moral standpoint on that “museums have a fundamental around them; another has a “campaign
human rights issues and to engage responsibility to confront political issues, zone, to encourage visitors to take up
visitors in (frequently challenging) and to inspire and provoke public debate human-rights causes”.78
Museums have the potential to debates pertaining to social justice.” 72 in the quest for freedom of speech, rather
address the issues that matter “Museums should strive to play an even
than attempt to maintain a safe and
most to society and to promote The term “social justice” is shorthand for more active role in the civic realm, not
spurious neutrality”. 76
“the idea of creating a society based on just by existing as physical spaces or
public debate and beneficial social principles of equality, that values human “Given their high status in our institutions but by pursuing mutual
change, rather than always rights and recognises the dignity of every communities, the participative nature of relationships with community groups,
assuming a position of neutrality human being”.73 The “social justice” our engagement with them and the public sector agencies and private
museum “sees itself as an active agent, incredible diversity of their collections, enterprises. They should exploit their
inspiring an increasingly democratic, museums offer a powerful and role as places for encounters, use their
thoughtful, creative and inclusive society democratic way of expressing, sharing collections and programmes to help frame
through the aesthetic and intellectual and shaping values. Their programmes discussions on pressing issues of the day
power of objects… The values of universal can trigger reflection, generate empathy, or lead on local campaigns.”79
human rights are embedded in its view of create dialogue and foster new
“Whilst museums have often operated in
the world. Collecting, research and display understanding. They can create an
ways which exclude, marginalise and
are not undertaken for their own sake, environment, and state of mind, directly
oppress, there is growing support (and
but for human purposes which relate to conducive to the creation and
evidence) for the idea that museums can
wider societal objectives”.74 To address development of new ideas which can
contribute towards more just, equitable
issues that matter to society, a museum challenge the status quo. They can help
and fair societies.” 80
cannot be “afraid of controversy, debate people build new capabilities and
and opinion… it welcomes these and understand how to imagine a different
encourages varied reactions; it may way of being. Museums could harness
even embrace political stances in a these resources, much more intentionally
transparent manner”. 75 than they currently do.”77
14IMPACT SOCIETY / ENVIRONMENT
Human rights
4
“Human rights work in museums providing allotments, some of them at
is experimental, potentially
work in museums historic properties, for local people to
highly risky and relatively is experimental, grow food.
underexplored… Museums potentially highly “Stewardship means to assume…
provide a space in which complex
and contested rights can be
risky and relatively
underexplored.
Making a responsibility for the long-term care of
public resources… the care of something
explored… Museums mediate
between and are influenced by difference that doesn’t belong to you.”83 It’s striking
that museums’ careful stewardship of
to the
diverse moral positions but they
collections hasn’t often extended into
are also active in shaping them…
explicitly caring about the natural
Museums that highlight injustices
and point to ways in which they
might be overcome… can be
environment environment, or even into the
stewardship of their immediate
surroundings.
understood as sites of moral activism
that do not simply reflect and reinforce Museums can aim to care for their Far from caring for the environment,
the consensus but actively seek to build locality and their environment, as some museum activity can be
public and political support for more well as for collections. They can environmentally harmful. Museums are
progressive human rights values.”81 reduce energy use by changing now aware of the need to reduce their
their attitude to collections care energy use and there’s a turn against air
Q8 and focusing on local audiences.
conditioning. A few museums are
beginning to adopt a more nuanced,
What potential is They can help people think about risk-based approach to collections
there for your museum more sustainable ways of living preservation.84 However, there still
to promote human appears to be some resistance to
rights, equality and There is great potential for far stronger adjusting expectations of museum
social justice? links between the preservation of environmental management to take
collections (and historic buildings) and the account of the need to use less energy.
protection of the natural environment. Some museums continue to impose
Some natural history museums play an unreasonable and unnecessary loan
active role in improving the condition of requirements for the control of
Answer at www.museumsassociation. the environment.82 The National Trust temperature and relative humidity that
org/museums2020 or email your has always been involved in nature encourage borrowing museums to
thoughts to museums2020@ conservation and more recently it has consume excessive amounts of energy.
museumsassociation.org. paid more attention to the social side of “There is no point in showcasing history
Please respond by 31 October 2012. environmentalism; for example, by to the world if it costs the earth.”85
15IMPACT ENVIRONMENT
In spite of growing understanding that Most environmental issues are, in fact, “This is not an agenda for five years but
conservation is the management of social ones – as most of the problems for five and 20 years.”90 Q9
change,86 the museum attitude to facing the environment are the result of
Solutions to the world’s environmental How can your museum
collections preservation still tends to be human activity. A few (but only a few)
problems reside at a deep, cultural level support the protection
one of aiming to utterly minimise change museums promote environmental of the natural
and museums could choose to play a more
to collections, and eliminate natural awareness. There is a growing view that
explicit role in influencing people’s values, environment, or promote
ageing and wear and tear, whatever the society has to make a transition away
cost. Collections care often seems to from being driven by ever-increasing
attitudes and behaviour. Museums, arts ways of living that are
resist the effects of the external natural material consumption. “Museums have a
and culture “can be harnessed to help us less damaging to the
make the leap to a liveable world”. 91 environment?
environment, rather than trying to adapt real opportunity to imagine a positive
to it. As Darwin demonstrated, it is the future where we might consume less, be Many models of a more sustainable future
most adaptable that survive, not those more mindful of our relationship with the see an increased role for organisations
incapable of adaptation and change. natural environment, and create a kinder, such as museums: “Parks, recreation
gentler but no less interesting world.”88 centres, sports facilities, libraries,
The biggest area of museum energy use Answer at www.museumsassociation.
museums, public transportation… these
is probably visitor travel. Discouraging Museums can show alternative ways of org/museums2020 or email your
are the building blocks for a new vision of
fuel-hungry travel is hard for museums living, from the past or from non-Western thoughts to museums2020@
social participation.”92 Museums help
that are in rural areas or attract a large cultures, and think beyond the day-to- museumsassociation.org.
satisfy people’s appetite for novelty and
international audience travelling by air. day. “Humankind [needs] long-term Please respond by 31 October 2012.
creativity, providing an alternative to
This is a great dilemma for many perspective to counteract the short-term
environmentally damaging consumption.
museums, as their funders often expect thinking which drives the marketplace, be
In any less consumerist society, there is
them to stimulate tourism, which is rarely it the focus on quarterly results… or the
likely to be increased demand for
environmentally sustainable. There is a immediate gratification of consumerism.
worthwhile experiences and “meaning
growing literature that argues in favour This … is the special realm of museums.”89
making”. Museums could choose to help
of museums focusing more on a local “Museums could have a role in
people make the transition to a better
audience and less on tourists. This can reconnecting people with their
future – and contribute to people’s quality
bring social as well as environmental inheritance, with the biological and
of life once we get there.
benefits: “The desire for tourist income physical world and the constraints of
can take precedence over a commitment human life on this planet, consequently
to social justice.”87 Will more museums allowing people to make more informed
have the courage, or ability, to step off judgments. Locally, they could also act as
the tourism treadmill? focus for social enterprises and local
economic multipliers and for social
cohesion. A major commitment to ‘the
future from our past’ agenda could be
very beneficial.
16IMPlications
Museums can see it as their core Museums of all types have vast potential “How do we expand our services so that “Gone are the days when a museum could
business to make a difference to to make a difference to individuals, we make museum assets into relevant relax after a programme of capital works
communities, society and the programmes that reach all levels of the has delivered new displays that need not
individuals, communities, society
environment. Yet in most museums, much community and are rated by many more change for another generation. The
and the environment. This implies of this work seems marginal, perhaps not as essential to their needs and their modern museum has to work much harder
more focus on activity and core business. The MA believes that aspirations for their children?”93 The best to cover more ground.”96
programming, with more varied use having a beneficial impact is the core museums offer a time and a place for
After a decade and a half of lottery-
of space and less unchanging business of museums. The activities of many things and many people. A museum
fuelled reinstallations of “permanent”
“permanent” displays. Museums acquiring, preserving, managing, is more likely to engage people repeatedly
galleries, people are beginning to
researching, interpreting and displaying if it devotes more resources to activities
could take more risks and be more recognise there are limitations to that
collections are all a means to an end. In the (and perhaps focuses a little less on
comfortable with controversy MA’s definition of a museum (now over a capital development and behind-the-
approach. “Once a new display opens it
starts going out of date… To remain
decade old), that end is enabling people scenes work). The engaged museum
responsive a museum must be able to
to gain “inspiration, learning and could be seen as “a marketplace of ideas
evolve over time… to respond to new
enjoyment”. That’s fine – but museums exposed through… performance, music,
discoveries and public interests.”97 Lavish
now know they can go further. inscription, games, writing, discussions…
new permanent displays in expensively
to explore, in community, the different
refurbished buildings certainly have the
ways that memory might be activated…
potential to attract large numbers of
to create new forms of engagement”.94
visitors in the years immediately after
“Think: inclusive, participative, accessible,
opening, but in many (not all) cases do not
critical, analytical, innovative… in the
by themselves engage enough long-term
process as well as in the result.”95
repeat local visitors. “It takes multi-
The emerging themes in museum activity millions to refresh a gallery and if you
– themes that will grow as we head have to do the same thing every 10 years
towards 2020 – are wellbeing, then this model will be unsustainable. We
participation and social justice. These may need to consider semi-permanent or
areas all imply more of a focus on no permanent galleries [that] can be
programmes, events and ways of working refreshed in smaller chunks within normal
and perhaps less emphasis on the budgets.”98 Permanent displays
hardware of museums – stores, “populated with glass boxes accompanied
refurbished buildings and permanent by passive labels telling museum people’s
displays. They require museums to be stories... might be an obsolete medium”. A
flexible to respond to public interests. redisplay can take many years to produce
“Museum content [needs] to be in a “and once open to the public [be left]
constant state of change and renewal. to deteriorate slowly”.99
17IMPlications
MUSEUMS COULD RETHINK
THE WAYS THEY ALLOCATE
The best museum displays aim to
simultaneously serve children of varied
Museums continue to need capital
renewal, but this should be on the basis THEIR SPACE, WITH LESS
ages and adults from novice to expert.
But museum display spaces tend to offer
that their spaces will be able to flexibly
encompass a wide range of functions
OCCUPIED WITH FIXED DISPLAY
little beyond learning largely pre-
determined things. Children’s art carts
and change easily to respond to
changing needs.
AND MORE AVAILABLE
and in-gallery handling sessions show
there is far more potential for varied
Museums could also rethink the opening FOR A WIDER RANGE OF
activity within displays. Museums could
rethink the ways they allocate their space,
hours of their buildings to better suit
people who work during the day. Those ACTIVITIES.
that charge could consider more nuanced
with less occupied with fixed display and
pricing policies, perhaps varying through
more available for a wider range of
the day or week, so poorer local people
activities: for workshops, for short-term
are not always priced out.
pop-up displays, for performances, for
discussions, for people and groups to Museum buildings and sites are a great
come together. public asset. But buildings can also be
limiting; to reach wider audiences
Perhaps museums’ relatively informal
museums will expand the work they do
social spaces and more formal display
offsite, into real and virtual communities.
spaces could sometimes be combined
“Most museums will be broadcasting
together: art galleries as places to hang
additional content via their online Museums seem to have their greatest Museums are diverse and have diverse
out, not just hang pictures. There may be
functions that isn’t just a copy of their impacts when working closely and audiences. There are mixed views about
lessons in the use of space in newer public
flesh-world programmes. At a local level intensively with relatively small groups of the extent to which each museum should
libraries, such as Ideas Stores, where
there’s great potential to deliver content people. Sustained, long-term work with a find a niche market. Aiming at a specific
some of the reading material is available in
with newspapers, community TV and marginalised group might have greater group may appear to make sense in
the café; from the relatively informal
radio.”100 Virtually, museum collections impact than less intense work with business terms, but unless an eye is
cultural activity in the foyers of the
can exist simultaneously in many places; greater numbers. Active, intense always kept on reaching a wide audience,
concert halls and theatres on London’s
using the web and social media, there is engagement will never be possible for a museum risks drifting into complacency,
South Bank; from the many uses people
great scope to take and connect most audiences but it should be possible irrelevance and even elitism. “There must
are able to make of public parks; from
collections to people who are already to offer every visitor “a legitimate way to always be room for experimentation and
festivals; and from informal learning
engaged with related subjects. contribute to the institution, share with programming for niche audiences.
spaces in universities.
other people and feel like an engaged and
respected participant”.101
18IMPlications
“But managing for social justice means Handling and lending rarely cause and distribution of services beyond the
prioritising the needs of the many over significant harm. Rather than aiming to institution into social communities; (6)
the needs of the few, and it means taking eliminate deterioration and preserve sustained investment in learning,
our educational responsibilities very collections “in perpetuity”, museums can research and evaluation; …and (7) a
seriously… Our core audience is the balance possible damage against the refocusing of our thinking away from
general public – not our peers, not art benefits that come from using things what we want to offer, towards what
critics, not academics, not politicians, not more and making them more easily is needed for individual and community
vested interests.”102 available. New standards mean museums wellbeing.”107
can think more carefully about how
To make a greater difference, museums
long and how well they want their
will “be more brave, less afraid of conflict Q10
collections to last.105
or of tackling sensitive issues”. How will your
Controversy could be a good thing: Your museum can choose to make a
museum make a
“Exhibitions that explore potentially far greater difference to individuals,
sensitive topics and which manage to communities, society and the greater difference to
avoid major media controversies or which environment. It might be more individuals, communities,
attract few or no complaints are comfortable with the language of society and the
frequently viewed internally as wellbeing, health and happiness; with environment? Should
successful. However… institutions that of participation and co-production; there be less emphasis
seeking to engender support for more with that of rights, equality and justice; on attracting increasing
progressive social norms might need to or with that of environmentalism and numbers of visitors to
reconsider their approach to controversy. transition. To better meet the needs of
permanent displays?
Taking up a position which seeks to people today and in 2020 it will certainly
reconfigure, or call into question, need to “welcome more, share more and
normative ideas about justice and control less”.106 As a useful checklist,
fairness will inevitably generate conflict every museum needs: “(1) A commitment
and provoke some groups to express their in principle to redressing inequalities in
counter opinions. Controversy, although cultural engagement; (2) acceptance
frequently painful, potentially damaging that the population as a whole is as wise, Answer at www.museumsassociation.
and difficult for institutions to manage, clever and culturally experienced as org/museums2020 or email your
might need to be viewed as a necessary, museum professionals; (3) effective thoughts to museums2020@
valuable part of the human rights work action to support more public learning museumsassociation.org.
that museums can accomplish.”104 and creativity; (4) participation and Please respond by 31 October 2012.
personalisation for priority groups in
Museums can take greater risks in the
gallery development, collections work
way they use and share collections.
and public programmes; (5) extension
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