Over the last few years, there have been some heated debates behind the scenes of museum education offices about the ways that visitors should be engaged. Many directors have changed the department moniker from education to learning or interpretation. This change could be seen as a transformation from older methodologies to more sophisticated forms of engagement. (I have my reservations, though that is for another time).

Underlying these changes are some incredibly important cultural transformations. While in the dawn of museums experts spoke at visitors who received ideas, now visitors expect a responsive connection. Museums, like all service fields, have started to develop materials for the visitor, rather than just hoping the visitor likes the materials that are being developed. This move towards visitor-centered museums has been met with some uncertainty.

The most common complaint, often launched by directors or curators, is that museums shouldn’t “dumb it down” as they will lose their core audience. This criticism has some validity. Museums have a core audience of donors and scholars who expect a certain level of language. However, there are some holes in the reasoning that dumbing things down is bad. Firstly, erudite language express simplistic ideas and complexity can be shown simply. Language is often used in museums to imply sophistication and divide people by reading level. This type of exclusionary language occurs as interpretation writers and curators are not able to step outside their own written norms. Their expertise and reading experience makes them poor judges of what is broadly understood. A very smart, Ph.D physicist might not understand un”dumbed down” labels on Tibetan esoteric iconography.  Another problem is that “dumbing it down” implies that starting at that intro level makes you dumb. Intelligence has nothing to do with information retention, and conflating the two is a dumb move. Finally, the core audience is often seen differently by various aspects of the museum. Curators often see their peers or their donors as the end-user of labels; these are the people they engage with most commonly. Educators and interpreters often imagine a generalist as the most common audience for the labels; these are the people they engage most often. Curators, educators, and interpreters are all right. Museums often have multiple core audiences.

To return to the graphic, the solution to the challenges of ensuring visitor-centered interpretation can be to go back to the object. Rather than placing the museum and the object on one side of a see-saw, think of the object as being in the center (the fulcrum). The ideal balance for any object is an interpretation plan that takes into account the museum’s needs and the visitor’s desire. The object is what keeps everything in balance.

So many arguments over interpretation focus on the level of the language or the tone of the program–they are ancillary to the object. Instead, try to start with the object–what is the central ideas that people should know and want to know about the object? Then think about the ways you will communicate these issues. Remember you have many tools. Some will be ideal for the most erudite and some will be ideal for the least (And, remember this isn’t dumbing down but instead introducing people.)


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