Museum communication: the current state of research and challenges for linguistics
Abstract
This paper deals with communication processes taking place in the museum, collectively referred to as museum communication, from the point of view of contemporary linguistics. Based on previous research, museum communication is defined as a kind of interplay of multiple communicative practices multimodally organised within a museum and activated in communication with the museum’s external partners. Linguistics has so far looked at museum communication mainly in terms of language use, including other semiotic systems, with particular attention to the related communicative strategies and practices, genres of texts, and their functions, both in internal and external communication. However, the paper argues that the scope of tools used to study museum communication should be broadened. The key determinants of museum communication include multimodality, multisensoriality, hybridity, and digitality. The paper provides a review of linguistic models of analysis with a variety of tools and solutions that have been developed for the study of multimodal texts with similar attributes in different communicative fields. The review is then
used to develop a catalogue of linguistic analytical categories that can be applied to detailed analyses of particular aspects of museum communication.
Keywords:
museum communication, multimodality, linguistic models of analysis, communicative practices, hybridity, semiosisReferences
Bonacchi S., Karpiński M., 2014, Remarks about the use of the term “multimodality”, „Journal of Multimodal Communication Studies”, 1, pp. 1-7.
Google Scholar
Borusiewicz M., 2020. Semiotyka muzeum. Rola i znaczenie języka w pragmatyce muzealnej. Warszawa: Wydawnictwo Muzeum Pałacu Króla Jana III w Wilanowie.
Google Scholar
Bucher H.-J., 2007, Textdesign und Multimodalität. Zur Semantik und Pragmatik medialer Gestaltungsformen. – Textdesign und Textwirkung in der massenmedialen Kommunikation. Eds. K.S. Roth i J. Spitzmüller, Konstanz: UVK Verlagsgesellschaft, pp. 49-76.
Google Scholar
Cameron D. F., 1968, The museum as a communications system and implications for museum education „Curator”, 11 (1), pp. 33–40.
DOI: https://doi.org/10.1111/j.2151-6952.1968.tb00883.x
Google Scholar
Crooke E., 2008, Museums and Community. Ideas, Issues and Challenges, London/ New York: Routledge.
DOI: https://doi.org/10.4324/9780203371015
Google Scholar
Czachur W. 2020, Lingwistyka dyskursu jako integrujący program badawczy, Wrocław: Atut.
Google Scholar
Czachur W., Opiłowski R., Smykała M., 2022, Multimodal Practices of Empathy and Fear in Polish Refugee Discourse: Analysis of Magazine Covers, “GEMA Online® Journal of Language Studies” 22(3), pp. 63-85.
DOI: https://doi.org/10.17576/gema-2022-2203-04
Google Scholar
Czarnowski P., 2013, Czy muzea potrafią komunikować się ze społeczeństwem? Obecny stan mediów i reakcji społecznych w Polsce, „Muzealnictwo”, 54, pp. 20-23.
Google Scholar
Fiedler I., Harrer O., 2017, Das kommunikative Museum. Eine Theorie zu verständigungsorientierter Museumskommunikation, Uniwersytet Wiedeński. [Unpublished doctoral dissertation].
Google Scholar
Flacke M., 2016, Ausstellen als Narration. – Handbuch Museum. Geschichte, Aufgaben, Perspektiven, Eds. M. Walz, Stuttgart: Metzler, pp. 253–257.
DOI: https://doi.org/10.1007/978-3-476-05184-4_56
Google Scholar
Folga-Januszewska D., 2020, Dzieje pojęcia muzeum i problemy współczesne – wprowadzenie do dyskusji nad nową definicją muzeum ICOM, „Muzealnictwo“, 61, pp. 27-45.
Google Scholar
Graf B., 2003, Ausstellungen als Instrument der Wissensvermittlung? Grundlagen und Bedingungen, „Museumskunde“, 68 (1), pp. 73-81.
Google Scholar
Hausendorf H., 2012, Soziale Positionierungen im Kunstbetrieb. Linguistische Aspekte einer Soziologie der Kunstkommunikation. – Identitätsentwürfe in der Kunstkommunikation. Studien zur Praxis der sprachlichen und multimodalen Positionierung im Interaktionsraum ,Kunst‘, Eds. M. Müller i S. Kluwe, Berlin/ Boston: de Gruyter.
DOI: https://doi.org/10.1515/9783110278415.93
Google Scholar
Hodge R., DʼSouza W., 1979, The museum as a communicator. A semiotic analysis of the Western Australian Museum aboriginal gallery, Perth., „Museum”, 31 (4), pp. 251–266.
DOI: https://doi.org/10.1111/j.1468-0033.1979.tb01899.x
Google Scholar
Hooper-Greenhill E., 1994, Museum and their visitors, London/New York: Routledge.
Google Scholar
Hooper-Greenhill E., 2007, Museums and Education. Purpose, pedagogy, performance, London/New York: Routledge.
DOI: https://doi.org/10.4324/9780203937525
Google Scholar
Jagodzińska K., 2021, Partycypacja publiczności w polskich muzeach, „Muzealnictwo”, 62, pp. 171-179.
DOI: https://doi.org/10.5604/01.3001.0015.1742
Google Scholar
Kaczmarek D., 2018, Binationale Diskursanalyse. Grundlagen und Fallstudien zum deutsch-polnischen medialen Gegendiskurs, Łódź: Wydawnictwo Uniwersytetu Łódzkiego.
DOI: https://doi.org/10.18778/8142-161-4.01
Google Scholar
Kaczmarek J., 2018, Muzeum jako przestrzeń sztuki, pamięci i dialogu. Przypadek najmniejszego muzeum świata, „Pogranicze. Studia społeczne“, XXXIV, pp. 45-62.
DOI: https://doi.org/10.15290/pss.2018.34.03
Google Scholar
Kesselheim W., 2009, Die Analyse von Kommunikation in der Museumsausstellung. Eine Herausforderung für die Linguistik. – Wissenstransfer und Diskurs. Ed. O. Stenschke, Frankfurt am Main: Lang, pp. 245–266.
Google Scholar
Kesselheim W., 2021, Ausstellungskommunikation. Eine linguistische Untersuchung multimodaler Wissenskommunikation im Raum, Berlin/Boston: de Gruyter.
DOI: https://doi.org/10.1515/9783110572933
Google Scholar
Klug N.-M., 2022, Multimodalna semantyka tekstu i dyskursu. Tłum. D. Kaczmarek, J. Pędzisz. – Dyskurs, media, multimodalność. Przyczynek do dialogu germanistyczno-polonistycznego, Eds. W. Czachur, A. Hanus, D. Miller, Wrocław: Atut, pp. 241-269.
Google Scholar
Kováč M. A., 1979, Das Museum als semiotisches System. – Museologische Forschung in der ČSSR. Schriftenreihe des Instituts für Museumswesen, Berlin: o.V., pp. 101-120.
Google Scholar
Kress G., Leeuwen, T. van, 2010, Multimodal Discourse. The modes and media of contemporary communication, London/New York: Bloomsbury Academic.
Google Scholar
Lazzeretti C., 2016, The Language of Museum Communication. A Diachronic Perspective. London: Palgrave Macmillan.
DOI: https://doi.org/10.1057/978-1-137-57149-6
Google Scholar
Macalik J., 2020, Zintegrowana komunikacja marketingowa w działalności polskich muzeów, Wrocław: Wydawnictwo Uniwersytetu Ekonomicznego.
Google Scholar
Meier T. D., Reust H. R., 2000, Medium Museum. Kommunikation und Vermittlung in Museen für Kunst und Geschichte, Bern, Stuttgart, Wien: Paul Haupt.
Google Scholar
Mordyński K., 2015, Percepcja wystawy a kształtowanie przestrzeni ekspozycyjnej, „Muzealnictwo”, 56, pp. 149-158.
DOI: https://doi.org/10.5604/04641086.1164408
Google Scholar
Nieroba E., 2018, Tekst muzealny jako narzędzie angażowania publiczności muzealnej. W stronę nowego modelu komunikowania w muzeum, „Zbiór wiadomości do antropologii muzealnej”, 5, pp. 9-24.
Google Scholar
Nieroba E., 2019, Muzeum jako przestrzeń dialogu, „Kultura współczesna”, 2 (105), pp. 106-115.
Google Scholar
Niklewicz B., 2015, Język muzeum, czyli o nowych sposobach odczytywania wystaw, „Polonistyka. Innowacje“, 2, pp. 165-174.
DOI: https://doi.org/10.14746/pi.2015.1.2.12
Google Scholar
Opiłowski R., 2015, Der multimodale Text aus kontrastiver Sicht. Textdesign und Sprache-Bild-Beziehung in deutschen und polnischen Pressetexten, Wrocław/ Dresden: Atut/Neisse Verlag.
Google Scholar
Pillière L., 2018, Accommodating the visitor: How museums connect with their presentday populations, “Anglophonia” 25, https://doi.org/10.4000/anglophonia.1409
DOI: https://doi.org/10.4000/anglophonia.1409
Google Scholar
Pędzisz J., 2017, Profil des Online-Diskurses in Blog-Interaktionen an der Schnittstelle zwischen theoretischem Konzept und empirischem Modell, Frankfurt am Main: Lang.
DOI: https://doi.org/10.3726/978-3-653-06823-8
Google Scholar
Pomian K., 2014, Kilka myśli o przyszłości muzeum, „Muzealnictwo”, 55, pp. 151-155.
DOI: https://doi.org/10.5604/04641086.1122572
Google Scholar
Poprawa M., 2020, Przestrzenie słowno-obrazowe w propagandowych drukach ulotnych lat 1918–1939. Próba analizy w świetle lingwistyki tekstowej i teorii wizualności, „Sztuka Edycji. Studia Tekstologiczne i Edytorskie”, 17, nr 1, pp. 203–230.
DOI: https://doi.org/10.12775/SE.2020.00016
Google Scholar
Ravelli L, 2005, Museum Texts. Comunication Frameworks. London: Routledge
Google Scholar
Schärer M. R., 1991, The role of the object. Theoretical approach and a practical example. – The language of Exhibition – la langage de l’exhibition. ICOFORM Symposion oktober 1991 Vevey Switzerland, Ed. S. Vinos, Stokholm: statens historisks museum, pp. 91-108.
Google Scholar
Schmitz U., 2011, Sehflächenforschung. Eine Einführung. – Bildlinguistik. Theorien - Methoden – Fallbeispiele, Eds. H. Diekmannshenke, M. Klemm and H. Stöckl, Berlin: Erich Schmidt, pp. 23-42
Google Scholar
Schneider J. G., Stöckl H. (Eds.) 2011, Medientheorien und Multimodalität. Ein TV-Werbespot – Sieben methodische Beschreibungsansätze, Köln: Herbert von Halem Verlag.
Google Scholar
Scholze J., 2004, Medium Ausstellung. Lektüren musealer Gestaltungen in Oxford, Leipzig, Amsterdam und Berlin, Bielefeld: Transcript; Gost.
DOI: https://doi.org/10.1515/9783839401927
Google Scholar
Serrell B., 2015, Exhibit Labels: An Interpretive Approach. Walnut Creek, Calif.: AltaMira Press.
Google Scholar
Simon N., 2010, The Participatory Museum, Santa Cruz/California: MUSEUM 2.0.
Google Scholar
Spieß C., 2017, Multimodale Bedeutungskonstitution in der Kunstkommunikation. – Diskurs – semiotisch, Eds. E. Hess-Lüttich, H. Kämper, M. Reisigl, I. Warnke. Berlin/Boston: de Gruyter, pp. 113-143.
DOI: https://doi.org/10.1515/9783110489057-006
Google Scholar
Spieß C., 2017, Textuelle Vernetzungstypen in der Museumskommunikation. Eine praktiken-orientierte Analyse von Audioguidekommunikation „tekst i diskurs – text und diskurs“, 11, pp. 115-139.
Google Scholar
Spitzmüller J. and Warnke I. H., 2011, Discourse as a ‘linguistic object’: methodical and methodological delimitations. “Critical Discourse Studies” 8(2), pp. 75–94.
DOI: https://doi.org/10.1080/17405904.2011.558680
Google Scholar
Stöckl H., 2016, Multimodalität – Semiotische und textlinguistische Grundlagen. – Handbuch Sprache im multimodalen Kontext, Eds. N.-M. Klug, H. Stöckl, Berlin/ Boston: de Gruyter, pp. 3-35.
DOI: https://doi.org/10.1515/9783110296099-002
Google Scholar
Stöckl H., 2020, Linguistic Multimodality – Multimodal Linguistics: A State-of-the-Art Sketch. – Multimodality: Disciplinary Thoughts and the Challenge of Diversity, Eds. J. Wildfeuer, J. Pflaeging, J. Bateman, O. Seizov and C.-I Tseng, Berlin, Boston: De Gruyter, pp. 41-68.
DOI: https://doi.org/10.1515/9783110608694-002
Google Scholar
Traba R., 2015, Epoka muzeów? Muzeum jako medium, muzeum jako mediator. – I Kongres Muzealników Polskich, Ed. Komitet Programowy I Kongresu Muzealników Polskich pod przew. M. Niezabitowskiego, Chief Ed. M. Wysocki. Warszawa: Narodowe Centrum Kultury, pp. 47-56.
Google Scholar
Warnke I. H., Spitzmüller J., 2009, Wielopoziomowa lingwistyczna analiza dyskursu –DIMEAN, „tekst i dyskurs – text und dyskurs”, 4, pp. 123-147.
Google Scholar
Authors
Beata MikołajczykAuthors
Roman OpiłowskiStatistics
Downloads
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
1. Copyrights to published works are held by the University of Opole (to the collective work) and the Authors (to individual parts of the collective work that have an independent meaning).
2. Only previously undistributed works can be published in the scientific journal "Stylistics".
3. The University of Opole does not restrict the possibility of the author's further dissemination of his work on condition that the scientific journal "Stylistics" is indicated as the original place of publication and the consent of the University Publishing House.
4. Consent to the publication of the work in the scientific journal "Stylistics" is tantamount to granting the author a non-exclusive license to the University of Opole, including the right to use the work without territorial restrictions and time limits in the following fields of exploitation:
a) within the scope of recording and multiplication of the work - production of any number of copies of the work in whole or in part using a specified technique, including printing, reprography, magnetic recording and digital technique, introduction of the work into computer memory and computer networks,
b) within the scope of circulation of the original or copies on which the work has been recorded - circulation, lending or hiring of the original or copies,
c) within the scope of dissemination of the work in a manner other than specified in item 2 - making the work or its abstract available on the Internet by enabling the recipients to access the work on-line or enabling them to download the work to their own device that makes it possible to read it, placing the work in electronic databases that disseminate scientific works, including in particular the CEEOL database (Central and Eastern Online Libray) and the abstract in English in the CEJSH database (The Central Europaen Journal of Social Scienes and Humanites).
d) within the scope of creating and distributing dependent works created using the work - using them in the fields of exploitation specified in points 1-3.
5. The author is not entitled to compensation for granting the license to the work.
6. The author agrees that the University may grant further permission to use the work (sublicense) in the fields of exploitation specified in par. 2 paragraph 4.
7. The author agrees that, in connection with the distribution of the work, his or her personal information, that is, name, affiliation, and e-mail address, may be made public.
Most read articles by the same author(s)
- Waldemar Czachur, Maria Peisert, Formy I funkcje agresji werbalnej. Próba typologii, Wydawnictwo Uniwersytetu Wrocławskiego, Wrocław 2004, 226 s. , Stylistyka: Vol. 17 (2008): Znaczenie i styl
- Waldemar Czachur, Multimodal constitution of reconciliation in memory discourses. Analysis on the example of online announcements about the 50th anniversary of the German-French Reconciliation Mass in Reims and the 25th anniversary of the Polish-German Reconciliation Mass , Stylistyka: Vol. 28 (2019): Styl i pamięć
- Waldemar Czachur, Niemiecka lingwistyka dyskursu , Stylistyka: Vol. 19 (2010): Style a media
- Waldemar Czachur, Ulla Fix, STIL – Denkstil – Text – Diskurs. Die Phänomene und ihre Zusammenhänge, Berlin: Frank & Timme GmbH, 2021, 576 s. , Stylistyka: Vol. 31 (2022): Styl i media - Style and media