Audience development in museums : a case study at MUŻA

Abstract

The aim of this research was to study audience development in museums using the national fine arts museum MUŻA as a case study. Data was gathered by using a triangulation method using both elite interviews and an online questionnaire to obtain a balanced result and bring forward what both the experts and especially the general public had to say. Three main research questions were asked to gather an understanding on how audiences can develop in museums and how museums can stay relevant in a post-modernist world we are living today. These research questions were: 1) Why do people visit art museums? 2) What is social exclusion and inclusion in museums? 3) What is the way forward for MUŻA and what initiatives can be taken? Results have shown various reasons as to why people visit and do not visit art museums. Whether perceptions that museums are only a place for high class elites and those who have a great knowledge of art was tested alongside with the general appreciation level of the Maltese towards art. Different forms of social exclusion have been outlined and research was performed on how museums can be an institution of both social exclusion and inclusion in society. Following this, potential initiatives as suggested by experts in the field and the general public, are given on how museums could improve in attracting more visitors to their doors.