Komunikacijos samprata muziejuose: dialogo link

LTReikšminiai žodžiai: Dialogu pagrįstas interaktyvumas; Informacijos ir komunikacijos technologijos; Komunikacija; Kontaktinė zona; Muziejus; Nesutarimo erdvė; Visuomenė; Communication; Contact zone; Dialogic interactivity; Dialogical interactivity; Information and communication technologies; Museum; Site of contention; Society.

ENThis article explores different theoretical concepts of museum’s communication with its visitors in order to create a conceptual framework for analysis and evaluation of Lithuanian museums’ communicative competences within the field of cultural and creative industries. One of the main questions is how new information and communication technologies influence museum’s communication in a physical as well as virtual space. Despite the fact that digital media has a great impact on museum work, I argue that rather than merely collecting and analysing data of museums’ usage of new technologies it’s more important to reflect critically how and to what purposes new tools of communication are included in contemporary museums’ agenda. One part of the article is devoted to the discussion of general problems of museum communication. Due to its historical and ideological formations, the museum is presented as a site of contention where power positions and different interests encounter. This rather negative notion of museum’s institution is further reflected as possibly productive one in the concept of ‘contact zone’ by James Clifford. In the second part of the article the issue of new technologies and interactive communication is at stake. Keeping in mind the differences between technological and dialogical notions of interactivity (Andrea Witcomb) museum’s communication via new media is analyzed as a phenomenon which may change the very way how museum functions in a society. New technologies not only facilitate museum’s contacts with present and potential visitors but first of all challenge the traditional notion of museum communication where museum is conceived as content provider and visitors as message receivers. Dialogical approach to communication enables various co-creative strategies in providing museum contents and thus undermines authority-based status of the museum.In conclusion, it may be said that the usage of new information and communication technologies in museums depends on museums’ understanding of their social role. [From the publication]

• Komunikacija / Communication
• Edukologija / Education
• Menotyra / Arts