In light of the strategies we talked about in class and seen in museums and sites, I think it would be interesting to look at how museums in other countries are carrying out community engagements. The examples we have seen and strategies we talked about were mainly in developing new visitors from various communities. By means such as developing convenient access for different communities or invite community members to involve in exhibition development. What about strategies to make an existing community improve their museum visit experience? The National Palace Museum in Taipei, Taiwan will be an example for this situation. The discussion is based on the 2011 National Palace Museum Annual Report.
As the major museum in Taiwan, The National Palace Museum had a brilliant collection of chinese artifacts. In the 1960s, in contrast of the communist Mainland China, the NPM in Taiwan under the rule of a right wing government opened with its representative collection of Chinese Artifact. As basically the only accessible Chinese arts collection, the NPM acted as the major resource of Chinese art history research at the time. The significance of its selective but comprehensive collection in Chinese arts remains recognized today. Recently, the components of potential audiences is experiencing a fundamental change. With the government policy canceling the restrictions posed upon tourists from Mainland China, the visitor number in NPM multiplies all of a sudden. Instead of considering the needs for communities and making efforts to engage them into museum visits, the NPM is facing a huge amount of new visitors from a new community that had it had never encountered before.
Chinese tourists visiting Taiwan often take the NPM as a must-seen tourist sight. Many of the tourists are not museum goers, to them, visiting NPM is merely one of the many stops in their fixed touring schedule designed by the travel agency. However, this new community is becoming the largest portion of visitors in the NPM. Thus, the NPM is currently dealing with problems such as large amount of visitors in specific galleries, noise, viewing order...etc. The most urgent issue will be maintaining the quality of visiting experience to all visitors, on the base of that can the NPM talk more about giving a rewarding museum visit experience.
Below are the strategies the NPM is taking to cope with the situation:
- Extend opening hours
In 2010, 3,440,000 people visited the Museum. In 2011, 3,840,000 people visited. (According to the visitor number statistic chart, they main increase of visitors are from Mainland China.
) To alleviate the crowds and to improve the visiting experience, starting July 1, 2010, the NPM prolonged its opening hours. The museum now opens at 8:30 am (instead of 9:00 am) and closes at 6:30 pm (instead of 5:00 pm).
- Cooperation between organizations
The NPM also maintains close contact with the Tourism Bureau. Any information regarding the Museum’s exhibitions or visitation can be relayed to tour group staff through e-mail. Short films promoting the Museum are also sent to tour groups and tour guides to show on buses. The Museum will continue working with the Tourism Bureau to strengthen the tour guide training process to ensure the quality of each visitor’s visit. (NPM annual report, 2011, p. 69 )
- Order Management in Exhibition Halls
•Circulation route for each gallery are planned and implemented to guide visitors.
•To improve the quality of each viewer's visit, a counting system was installed to monitor the visitor flow in and out of the Main Exhibition Hall.
•Hand-held signs by gallery assistants subtly instruct visitors to lower their voice and avoid verbal or physical conflicts.
•To improve the quality of visit, measures were taken to resolve the noise issue of group visitors.
•To maintain orderliness of the exhibition “Landscape Reunited: Huang Gongwang and ‘Dwelling in the Fuchun Mountains,’” the number of viewers in the exhibition at one time was limited to 20. This allowed the Museum to appropriately manage the visitors and to enhance the viewing quality.
It is clear that order management is a major issue in dealing with this community. The NPM is also making efforts to reach other organizations to deal with the situation. In all, I think the positive attitude to embrace this the new community is encouraging.
Other than the passive community engagement above, the NPM has its outreach programes aiming different communities in Taiwan. Here are some examples:
- When Young People Meet the NPM: The Saturday Night at the NPM
The event was sponsored by the Dinxin International Group
and the Wei-chuan Foods Corp. A total of 52 shows were presented this year, with 53,955 attendants. Another 2 shows were put on during the Lunar New Year and Lantern Festival, with 1,000 attendants.
- New Melody from the NPM
New Melody from the National Palace Museum is held in the Wenhuitang Auditorium every Wednesday between 2:30 pm and 4:00 pm. Starting From July 2009, Lanting Kun Opera Troupe, Taipei Li-yuan Chinese Opera Theater, the Comedians Workshop, and the Chinese Opera Troupe of National Taiwan College of Performing Arts have performed at the NPM. From April to June 2011, the NPM extended its “Fragrance Fills the Courtyard: Chinese Flower Paintings through the Ages” and invited the Taipei KunQu Society to present the late Ming dynasty playwright “The Peony Pavilion.” From July to September 2011, GuoGuang Opera Company presented the “Legend of the White Snake.” From October to December 2011, to coincide with the exhibition, “Emperor Kangxi and the Sun King Louis XIV: Sino-Franco Encounters in Arts and Culture,” the National Taiwan College of Performing Arts featured three plays performed during Emperor Kangxi’s 60th birthday: “Drunken Rage in the Temple of Wutai Mountain,” “The West Chamber – Temple Encounter,” and “Guan Yu’s Daring Escape.” From July 2008 to December 2011, a total of 93 shows were shown, attracting 16,624 attendees.
- National Treasures Ballot
From September 23 to November 22, 2011, the“National Treasures Grand Selection: Splendid Treasures Online Ballot” was held simultaneously with the special exhibition“Splendid Treasures: A Hundred Masterpieces of the National Palace Museum on Parade.”Everyone was welcomed to vote online for their favorite national treasure in the NPM. The online ballot was combined with the physical exhibition to showcase the most representative Museum artifacts. Web links were provided to show related information regarding the artifacts. While voters were selecting their favorite objects, they could learn more about the NPM’s artifacts. The result of the ballot will be used planning the route of student group tours, developing lesson plans for teachers, in hopes of promoting the Museum’s artifacts, enhancing the cooperation with schools on all levels, and increasing the cultural value of the Museum’s collections.
- The Good Neighbor Program
To promote the Museum’s educational outreach, in 2011, the Museum invited local communities to appreciate “The Body Beautiful in Ancient Greece,” “Celebration by Marc Chagall” and “Emperor Kangxi and the Sun King Louis XIV: Sino-Franco Encounters in Arts and Culture.” Guided tours were available to help them understand the artifacts better. This year, Linxi, Xishan, Cuishan, and Fulin village were invited. The program received enthusiastic remarks and responses from the residents.
With these community outreach programes, the citizen visiting number did increase from 1,443,204 to 1,643,200 in three years. However, the number of Mainland Chinese visitors were in almost the same number, wich lead the focus back to the necessity to successfully engage them without disturbing other visitors‘ visiting experiences.
There are many more informations in the annual report, I think it is a very well organized material for us to have a glance of what this museum is doing. The pictures inside are definitely worth a look :)
Thank you for this post! It's great to hear about how a museum outside the United States is considering its audience and community engagement. The challenge of balancing being a sudden and hugely popular tourist attraction (drawing in people who don't usually visit museums) and being a community-minded (almost academic) institution is quite complex. I think we sometimes forget that our community can also be an international one. It sounds like the NPM has developed some good strategies, so far, especially with the extended hours and tourism partnerships. I wonder how the museum has handled the enforcement of rules and maintenance of order, you mention. It sounds logical. Have visitors responded well? Is the museum trying anything to encourage the tourists to look more deeply than a snapshot (definitely a challenge)? I'm also really interested in the National Treasures Ballot. Things like that can sometimes be a gimmick, but it sounds like the museum is using the results in thoughtful ways! I am curious as to how they will affect educational tours and programs. I guess my only concern would be if only the most famous things were deemed treasures, diminishing less-known, though perhaps also important, objects even further. So far, though, sounds like a great exercise.
ReplyDeleteReally interesting case study!