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Expository texts focused on audiences. Evaluation at the service of content transmission
The Conference focuses on the methodologies and dynamics that allow writing and evaluating the texts that museums propose in their exhibitions, whether permanent or temporary. These methodologies are equally applicable to other communication media such as, for example, audio guides, web content, apps, brochures, etc.
Several researchers have analyzed this situation for years. One of the most recognized professionals in this field is Beverly Serrell, who this same 2024 has published, together with Katherine Whitney, the 3rd updated edition of the book Exhibit Labels. The 1st edition is from 1996 and became a must-read reference on the subject. Serrell's writings are the result of years of analyzing many exhibitions in museums of all kinds.
Public studies recommend using the different evaluation techniques following the classic scheme of exhibition evaluation according to the development phase in which it is: frontal or preliminary evaluation (in the conceptualization phase), formative evaluation ( in the design phase), summative evaluation (once the exhibition is already open to the public) and, eventually, corrective evaluation. The formative evaluation consists of the use of prototypes and mock-ups to evaluate the transmission of messages and content and, especially, of the texts in the exhibition space. This type of evaluation will be presented by Cathy Sigmond from Kera Collective, a consultancy specializing in museums.
Natalie Buy and Yiman Lin will present the work the British Museum is doing to help visitors make sense of collections and to make effective exhibitions based on research into visitors' knowledge levels, motivations and behaviours. during the visit.
The case of the new exhibition of the Museu d'Arqueologia de Catalunya, presented by Arturo de la Oliva, will serve to illustrate how to bring the collections closer to the public through the texts of the exhibitions.
In summary, the conference aims to provide different approaches to the analysis of texts in exhibitions, as well as various tools to obtain texts that have a greater capacity to facilitate reading for visitors, while transmitting the main messages with greater effectiveness.