Identity and the Museum Visitor Experience

Bickford, Adam

doi:10.1111/j.2151-6952.2010.00024.x

Cited by 7 publications

(6 citation statements)

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“…In particular, we argue that the theorization of identity in Falk's model is not sufficiently pluralistic and developmental in nature, the rejection of demographic variables is premature, the claim to predictive power is counterfactual and the model's implementation in a major research project has been hampered by methodological and inferential errors that undermine Falk's claim that the model has been empirically validated. Recent book reviews have summarized Falk's identity model of visitors, highlighting the lack of evidence presented (Bickford, 2010) and the links between Falk's model and standard museum practice (McCray, 2010). We note Falk's acknowledgement of shortcomings within the model he proposed and we suggest that a more authentically contextual and systemic understanding of public engagement experiences within visitors' lives would overcome certain problematic elements of the model.…”

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confidence: 81%

“…Falk (2009) provided limited evidence of the empirical research on which he has based his theoretical model (Bickford, 2010). Therefore the case we explore here is one of several studies that has employed Falk's identity-related segmentation model, a landmark zoo visitor study dubbed the multi-institutional research program (MIRP).…”

Section: Operationalizing Identity-related Motivationsmentioning

confidence: 99%

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Towards A Contextual Turn in Visitor Studies: Evaluating Visitor Segmentation and Identity-Related Motivations

Dawson

Jensen

2011

Visitor Studies

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This paper assesses the use of audience segmentation in visitor studies by analyzing its application in the identity model of visitors proposed by Falk (2007Falk ( , 2009. As a leading example of visitor segmentation, we examine this model's application in a specific case at US zoos to elaborate some of its limitations. Conventional short-term, episodic approaches to visitor research should be challenged and supplemented by a more contextually sensitive framework. We contend that segmentation approaches, and in particular Falk's theorization and operationalization of an identity model of visitors, are problematic. We argue for a 'contextual turn' that places visitors' experiences within a holistic and long-term framework of individual life circumstances, relationships and trajectories. Research and theory from education, sociology and cultural studies extends existing visitor research approaches by acknowledging complexity, change over time and the interwoven and developmental nature of socio-cultural variables influencing visitors' appropriation of new ideas and experiences.Keywords: Audience segmentation, Identity, Visitor Studies, Museum, Zoo, Research Methods Towards a 'contextual turn' in visitor studies: Evaluating visitor segmentation and identity-related motivations Museum, gallery and zoo visitors have been the subject of a great deal of research interest in recent years. However, to date little headway has been made in terms of developing a rigorous and valid theoretical understanding of visitors to such cultural institutions, their reasons for visiting and the value such visits hold for them. In seeking to address these issues audience segmentation approaches, initially developed to model consumer behaviors for marketing purposes, have been adapted for visitor studies. Segmentation methods break visitors 1 into sub-groups for purposes of analysis and intervention. While judicious use of taxonomic approaches can offer advantages for visitor studies and cultural institutions, we identify a number of disadvantages which undermine the value of audience segmentation for visitor research. In this paper we critique the theorization of audience segmentation currently being taken up by leading visitor studies researchers by exploring the identity model of museum visitors proposed by Falk (2009), as well as the development and application of this 1 We appreciate that there are many kinds of public engagement institutions ranging from museums and art galleries, to science centres, zoos, aquaria, natural heritage site and festivals whose work is within the purview of visitor studies. In this paper we will refer to all such cases in terms of 'visiting' and 'cultural institutions' for the sake of simplicity.

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confidence: 81%

Section: Operationalizing Identity-related Motivationsmentioning

confidence: 99%

Towards A Contextual Turn in Visitor Studies: Evaluating Visitor Segmentation and Identity-Related Motivations

Dawson

Jensen

2011

Visitor Studies

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“…Dawson and Jensen () also challenge the methodological approaches employed in the MIRP study for a range of fundamental errors in assumptions and measurement biases. Complementary critiques have also been published highlighting flaws in Falk's approach (e.g., Bickford ) and Falk et al's () questionable survey methods (Marino et al ).…”

Section: Prior Research On Zoo Visitor Impactsmentioning

confidence: 99%

Evaluating Children's Conservation Biology Learning at the Zoo

Jensen

2014

Conservation Biology

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2Millions of children visit zoos every year with parents or schools to encounter wildlife 3 firsthand. Public conservation education is a basic requirement for membership in 4 professional zoo associations. However, in recent years there has been increasing 5 criticism of zoos from animal rights groups for failing to demonstrate their averred 6 value for public understanding of conservation and related biological concepts such as 7 animal adaptation to habitats. Indeed, no full-scale study to date has rigorously 8 assessed conservation biology-related learning for the key zoo audience of children. 9The present study represents the largest (n=2839) investigation of the educational 10 value of zoo visits for children aged 7-15 reported worldwide. This research evaluates 11 the relative learning outcomes of educator-guided and unguided zoo visits at London 12 Zoo, both in terms of learning about conservation biology (measured by annotated 13 drawings) and changing attitudes towards wildlife conservation. Results show 41% on 14 educator-guided visits and 34% of children on unguided visits evinced conservation 15 biology-related learning. Negative changes in children's understanding of animals and 16 their habitats were more prevalent in unguided zoo visits. Overall, this study offers 17 evidence of the potential educational value of visiting zoos for children. However, it 18 also suggests that zoos' standard unguided educational provision is insufficient for 19 achieving the best outcomes for visiting children. The study supports a theoretical 20 model of conservation biology learning that frames conservation educators as 21 toolmakers developing conceptual resources to enhance children's scientific 22 understanding. 23

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“…In reviewing Identity and the Museum Visitor Experience for Museum Anthropology , I will offer something I haven't seen in other commentaries to date—a positive review. While I agree with many identified shortcomings in previous reviews—including the scarcity of data, the murky methodology, and the unconventional definition of identity—I strongly believe other reviewers have left out an undeniable strength of the book (Bickford 2010; McCray 2010). Identity and the Museum Visitor Experience is a call to action; Falk's new book is inspiring.…”

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confidence: 63%