Orientador: Maria Margaret Lopes / Tese (doutorado) - Universidade Estadual de Campinas, Instituto de Geociencias / Made available in DSpace on 2018-08-05T20:39:23Z (GMT). No. of bitstreams: 1 Murriello_SandraElena_D.pdf: 14825804 bytes, checksum: 45916d6bf7d7c3f01c5d850370b3d210 (MD5) Previous issue date: 2006 / Resumo: Esta tese pretende ser uma contribução à compreensão do diálogo estabelecido nas instituições museais com seus múltiplos visitantes, o que vem permitindo a sobrevivência, quando não a transformação, e consolidação dos museus como espaços culturais valorizados socialmente. Em particular, analiso a relação estabelecida entre o público do Museo de La Plata (Província de Buenos Aires, Argentina) e suas exposições paleontológicas. Essas exposições e suas valiosas coleções são as mais procuradas pelos visitantes e, por isso, foram as que desde o início deram maior renome nacional e internacional à instituição. Com o objetivo de compreender como foi e ainda vem sendo construída a relação públicos-exposição através do tempo de existência desta instituição, abordo a conformação e as transformações de suas exposições paleontológicas. Proponho uma periodização que responda a distintos arranjos museográficos e procuro desvendar a trama das relações sócio-históricas em que foram construídos e mantidos. Esta análise se baseia em material documental e fotográfico que foi levantado e datado como parte da própria pesquisa. Entrevistas pessoais também foram realizadas para recolher opiniões e complementar os dados levantados. A proposta museográfica atual é abordada com maior detalhe com base nas próprias apresentações institucionais. Para me aproximar dos públicos não escolares do Museo de La Plata realizei um estudo exploratório de campo nos anos 2002, 2003 e 2005 através de entrevistas, enquetes e observações de percurso. A experiência museal dos seus públicos foi analisada tomando como referencial o modelo de aprendizagem contextual de Falk e Dierking (2000). A procura dos pontos de encontro e desencontro entre os objetivos institucionais e a geração de sentido da exposição pelos visitantes norteou esta pesquisa, a qual tenta abrir novos questionamentos sobre o diálogo estabelecido nas exposições paleontológicas do Museo de La Plata. A pesquisa evidencia a valorização social deste museu como um espaço de lazer educativo e familiar onde se produz um encontro com os objetos através dos atributos que lhes são outorgados pela instituição e pelos próprios visitàntes. Porém, esse diálogo também se vê afetado pelos desencontros proporcionados por problemas museográficos e de interpretação da narrativa institucional. Procurei salientar a importância de conhecer e considerar o público ao plan~ar as exposições de museus e a necessidade da realização de estudos sistemáticos de público no Museo de La Plata / Abstract: This thesis intends to aid in understanding the dialogue established in museums with their multiple visitors, which permit their subsistence, transformation and consolidation as cultural spaces which are valued socially. Herein I am analyzing in particular the relation established between the visitors to the Museo de La Plata (Province of Buenos Aires, Argentina) and its paleontologica1 exhibitions. Giftoo with valuable collections, these exhibitions are the most convoking for the public visiting the Musaun and, ever since it was founded -towards the end of the 19th centuryhave strongly contributed to the institutions national and international renown. With the objective of understanding how the relation visitors-exhibition was formed, I undertake the conformation and transformation of its paleontological exhibitions throughout all the time this institution has existed. Hereby I suggest considering periods, which respond to the different museographic proposals and aim to come to an understanding of the scheme of the socio-historic relations in which these exhibitions were built and kept. This analysis is based on photographic and documental material which has been embossed -and in some cases dated- as part ofthe investigation. The present proposal ofthe museum regarding its paleontological rooms is undertaken in detail, analyzing the institution's own presentation. In order to get a dose look at the interpretation which the non escolastic visitors to the Musaun make of its paleontological exhibitions, I have carried out an exploratory field study during the years 2002, 2003 and 2005 by means of interviews, surveys and observing tracking in the rooms. The musaun experience of its visitors was analyzed taking as a reference Falk & Dierking's (2000) model of contextuallearning. What 100 to this research which intends to open new questionings regarding the dialogue established in the Museo de La Plata exhibitionswas the search for points in common -and others that are not- between the institutional objectives ofthe exhibition and the sense they made to the visitors. This research shows the way in which the Musaun is valued socially as a family space for pleasure and education, in which people are faced with the objects by means of the characteristics conferred to these by the institution and by the visitors. Nevertheless, such dialogue is somehow affected by conflicts generated by museographic problems and ofinterpretation ofthe institutional narrative. It is here intended to stress the importance of knowing and considering the visitors when planning exhibitions in museums and it is recommended that systematic studies of the visitors might be carried out in the Museo de La Plata / Doutorado / Doutor em Ciências

'Museum Communication: Learning, Interaction and Experience' is a study of how museums have evolved and handled their communication approaches at both theoretical and practical levels. It discusses questions like; how has museum communication developed? What influences do these developments have on museology and its related disciplines? How will museum communication develop in the future? These are questions closely connected with essential concepts of learning, interaction, participation and experience, which will be discussed throughout the thesis. Learning and exhibition theories will be considered alongside discussions of epistemological and philosophical approaches, interpretation, and social development of museological research. The research forms a discourse analysis of museums' own views and opinions of these issues through replies of a questionnaire. It also focuses on specific case studies and examples in order to combine theoretical definitions and empirical approaches with museological developments. To form a deeper understanding of how museological communication is developing, the research includes interviews with professionals of philosophy and storytelling as well. Finally, the approaches are summarised in a new museum model developed from future studies. This model, called 'The Transformative Museum', identifies essential points in which museums have developed their communication practices and theories, and discusses how these may develop in the future. As the responsibilities of museum curators develop, museums have to embrace the concepts of transformation and flexibility too. Inquiries, research, learning and participation have to be transformed into all kinds of experiences in order to respond to changing needs and flexible structures of communities and societies. The transformative museum will have to acknowledge past traditions, current trends and future opportunities simultaneously in order to become a museum of both present and future relevance for all kinds of visitors and users.

Text in English with abstracts in English and Afrikaans / Cultural tourism is one of the growth areas of the tourism industry globally. Cultural tourism refers to visits motivated by cultural offerings. Cultural offerings include museums, castles, cultural landscapes and historical sites. The Apartheid Museum is a non-profit organisation, which relies on generosity of government, private organisations and sales of gate tickets. It thus relies on building and sustaining a long-term mutual relationship with its visitors to earn their loyalty and support. Marketing public relations is a concept, which has been explored in commercial contexts by numerous studies. However, there is still limited literature on the adoption and the use of marketing public relations in the context of a non-profit organisation such as a museum. The aim of this study was to explore the use of marketing public relations at the Apartheid Museum in Johannesburg, South Africa. In order to explore the use of marketing public relations at the museum, a survey involving 384 visitors and in-depth interviews with six marketing staff members were conducted. The data from the questionnaire were analysed using the SPSS software. The data collected from the in-depth interviews were analysed using thematic analysis. The study revealed that the museum does not deploy marketing public relations tools in an integrated manner. Its significance resides in that it provides marketing public relation guidelines to organisations like the Apartheid Museum for purposes of building long term and meaningful relations with their customer stakeholders. / Kulturele toerisme neem wêreldwyd snel toe. Kuturele toerisme verwys na “besoeke gemotiveer deur kulturele aanbiedings”. Dit sluit besoeke aan museums, kastele, kulturele landskappe en historiese terreine in. Die Apartheid-museum is ’n organisasie sonder winsbejag wat op die vrygewendheid van die regering en private instansies asook kaartjieverkope by die toegangshek staatmaak. Dit reken dus op die aanknoop en instandhouding van langtermynverhoudings met sy besoekers om hulle lojaliteit en ondersteuning te verseker. Openbare betrekkinge-bemarking is ’n konsep wat in kommersiële konteks deur verskeie studies ondersoek is. Daar is egter nog min literatuur oor die aanvaarding en gebruikmaking hiervan in die konteks van ’n organisasie sonder winsbejag soos ’n museum beskikbaar. Die doel van hierdie studie was om die gebruike van openbare betrekkinge-bemarking by die Apartheidsmuseum in Johannesburg, Suid-Afrika te ondersoek. Om hierdie doel te bereik is ’n vraelys deur 384 besoekers voltooi en indiepte onderhoude met ses skakelbeamptes op die personeel gevoer. Die data van die vraelys is met behulp van SPSS-sagteware deur die gebruik van tematiese analise geëvalueer. Hierdie studie het getoon dat die museum nie op ’n geïntegreerde manier die bemarkingsgeleenthede vir openbare betrekkinge benut nie. Die belangrikheid van hierdie studie is geleë in die feit dat dit riglyne aan organisasies soos die Apartheidsmuseum voorsien met die doel om langtermyn- en betekenisvolle verhoudings met hulle kliëntedeelhebbers op te bou. / Communication Science / M.A. (Communication)