Fifteenth International Conference on The Inclusive Museum

Abstract

As part of an ongoing research on museum discourse in South-Tyrol, the present study explores the discursive strategies adopted by cultural institutions to deal with the pandemic, control uncertainty, and construct a ‘new normalcy’ scenario. Focusing on communications conveyed by museum websites and social media, the analysis explores the strategies employed by museums to engage with the audiences and remain present in the memory of visitors, even when physical access to venues is not possible. The study is qualitative in focus and relies on a combined methodology: after gathering background data through semi-structured interviews (Spradley, 1979) carried out with key informants working inside museums, representative samples of communication materials are collected and analysed drawing on techniques of discourse analysis applied to museums (see Purser, 2000, Ravelli, 2007, and Bondi, 2009). Preliminary results tend to highlight four main themes: 1) acknowledgement of the crisis and its consequences on the museum’s activities; 2) information on new regulations and measures in force to access the museum; 3) engagement of the public in the initiatives promoted by the museum; 4) maintenance of a close relationship with the museum community. Within this context, the degree of explicitness with which the Covid situation is addressed by the museum can vary significantly, so as the attitude of communication, ranging from overall positive to neutral. The study is expected to develop guidelines for museum communication and foster discursive practices aimed at inclusivity and visitor-centred engagement among museum professionals of South Tyrol.