Problemformulering och syfte: I februari 2016 infördes fri entré för 18 statliga museer i Sverige genom en statlig reform. I och med fri entré kan det tänkas att kommunikationsavdelningarna på museerna fick ett till viss del nytt uppdrag i och med att förmedla denna förändring. Syftet med denna uppsats är att undersöka vad anställda på kommunikationsavdelningarna möjligtvis anser att de gjort annorlunda i sin externa kommunikation efter att den fria entrén infördes, och om det har påverkat hur de tänker kring målgrupper då denna reform hade syftet att demokratisera den gemensamt ägda kulturen. Metod och material: Resultatet i denna uppsats är grundat på intervjuer med anställda på kommunikationsavdelningarna på 17 av 18 berörda museer. Huvudresultat: Trots att målet med reformen var att demokratisera och öppna för att fler och nya besökare skulle komma till museerna har museerna inte gjort speciellt mycket för att försöka nå nya människor och målgrupper. Detta kan bero på att många museer jobbar med strategier som är kraftigt influerade av kommersiell marknadsföring.

How do museums work with plurality in their organizations and in the production of exhibitions and other activities? This paper examines how civic museums, provincial museums and state museums work with plurality from a perspective of culture policies, particularly in relation to the government bill Tid för kultur, issued by the Swedish government in 2009. All together I examine 25 museums and their efforts to include marginalized groups in their activities and exhibitions. To do so I have studied four possible measures that are available for the museums. This includes the following: projects that pay attention to a marginalized group or their living conditions; projects that are specifically created for a marginalized group; projects that include a marginalized group in the museums preparations; and projects were museums give full responsibility to a marginalized group. I have also examined how plurality have been presented – as isolated cultures and cultural expressions or as hybrids and interchangeable phenomenons – and to what extent the museums are ready to involve marginalized groups in their physical environment and in their exhibition and activity programs. Based on three different levels of conduct I evaluate how far the museums have reached and what differences there are between civic museums, provincial museums and state museums. My research shows that Swedish museums in general are on their way to work successfully with plurality and establish a plurality perspective in the whole organization. The research also shows that there are differences between civic museums, provincial museums and state museums. In general, state museums are better to include marginalized groups in their productions and to firmly establish a perspective of plurality in their organization. On the contrary, the research shows that many museums lack certain features in their efforts to work towards a marginalized group. One of those features is the ability to make these efforts part of the museums permanent activities. Civic museums and provincial museums also have a greater freedom of strengthen their regional identity than compared to the state museums ability to strengthen the national identity. A circumstance that can have consequences for culture policies in Sweden and the future of plurality efforts at the museums.

Against a background of feminist art theories arguing that the hierarchies in art as based on masculine norms, the present thesis examines the four foundations associated with the Swedish state museum of modern art Moderna Museet. The object descriptions are gone through with open coding, to see wether there are formulations in these that affect the possibility to utilize the foundations yield for purchasing textile art. To ground the conclusions, the textile artworks in the collection are reviewed. The findings show that there are no terms in the object descriptions that would explain the low representation of textile art in the collection, since no terms regarding the artworks material nor the artists gender are set. It could therefore rather be a subjective choice by the decision-makers at the museum. Textile art’s position as a traditionally feminine craft renders it not self-evident within the masculine norms of art and modern art museums, and the causes of the mis-representation as well as future prospects are discussed.