Until today museums have tried to identify and segment their audiences based on their demographics. After years of conducting research in the US, John Falk in 2009 introduced a descriptive and predictive framework for identifying visitors on the basis of their motivations, as related to identity. This article summarises Falk’s innovative framework as described in his book Identity and the Museum Visitor Experience (2009), in addition to his presentation at the Visitor Studies Conference at the Victoria and Albert Museum in January 2010. In addition the article draws on the author’s related
This paper presents an exhibit assessment tool for science centers that is based on the premise, supported by learning theories and research, that the level to which a visitor is engaged by an exhibit is a direct indicator of the learning taking place. Observable behaviors are used to distinguish three stages or levels of visitor engagement described as initiation, transition, and breakthrough. A distinctive visitor engagement profile can be constructed for an exhibit that can then be used in assessing the effectiveness of subsequent changes made to the exhibit experience. It is suggested that
The Adler Planetarium, Johns Hopkins University, and Southern Illinois University-Edwardsville are investigating the potential of online citizen science projects to broaden the pool of volunteers who participate in analysis and investigation of digital data and to deepen volunteers' engagement in scientific inquiry. The Investigating Audience Engagement with Citizen Science project is administering surveys and conducting case studies to identify factors that lead volunteers to engage in the astronomy-focused Galaxy Zoo project and its Zooniverse extensions. The project is (1) identifying volunteers' motivations for joining and staying involved, (2) determining factors that influence volunteers' movement from lower to higher levels of involvement, and (3) designing features that influence volunteer involvement. The project's research findings will help informal science educators and scientists refine existing citizen science programs and develop new ones that maximize volunteer engagement, improve the user experience, and build a more scientifically literate public.
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TEAM MEMBERS:
Karen CarneyMichael RaddickPamela Gay
Living Liquid will identify strategies for creating visualization tools that can actively engage the public with emerging research about the ocean's microbes and their impact on our planet. It addresses a critical issue for the ISE field: creating ways for visitors to ask and answer their own questions about emerging areas of science with visualizations. This Pathway project will provide important lessons learned for a future full-scale development project at the Exploratorium's new location over San Francisco Bay, and for informal science educators and other professionals working to create interactive visualization tools using the vast data sets now available. Living Liquid is a collaboration between developers, educators and learning researchers at the Exploratorium, computer scientists at the Visualization Interface and Design Innovation Group at UC Davis, and marine scientists at the Center for Microbial Oceanography Research and Education. The project's research and development process includes a front-end study of visitors' interests and prior knowledge related to ocean microbes, interviews with scientists to identify potential datasets and activities, a survey of candidate visualizations, and a series of prototypes to identify promising strategies to engage visitors with and allow visitors to explore large scientific datasets through visualization tools.
The Liz Lerman Dance Exchange, in partnership with several universities and a science advisory committee of distinguished international researchers in physics and astronomy, is producing "The Matter of Origins," a two-part experimental program that engages the public in explorations of the nature of beginnings and the physics of the origin of matter. Act I takes place in a theater where audiences will experience a dance performance illuminated by video and a vivid soundscape. Act II takes place in an adjacent space where audiences, who will be seated with scientists, historians, philosophers, and religious leaders, can participate in facilitated dialogue about the nature of origins in an immersive environment that incorporates dance, projected images, and provocative questions. The program will be implemented around the country, initially at four universities, with possible expansion to additional venues. The goals of this EAGER project are (1) to develop an innovative model for using dance, digital media, and structured dialogue to attract and engage public audiences in science content and processes and (2) to explore how artistic practices may have broader applications with respect to science learning and research. The intention is to explore how science can be represented in the art and in the experience and not simply interpreted into abstract choreographic expression with a program note. The program elements and outcomes will be evaluated by researchers from Michigan State University who will study impacts on the public and on participating professionals - dancers, scientists, etc. Dissemination of results will be to professional communities in the sciences, arts and informal science education.
The Astronomical Society of the Pacific, in collaboration with the Institute for Learning Innovation, will implement "Sharing the Universe." This research and implementation project is designed to include both a comprehensive, two-phased research component, as well as a large-scale national dissemination. The intended impacts are to improve the quality and effectiveness of informal science education activities provided by amateur astronomers; increase the frequency of public engagements in astronomy; and broaden the variety of events and diversity of the outreach to include underserved and underrepresented audiences. The project will create a community of practice using club leaders to improve astronomy clubs nationwide through research tools, training and outreach skills. Project deliverables include Phase I research which is designed to gain an understanding of how outreach-orientated clubs function and identify strategies that make successful clubs effective. Phase II will examine a core group of 20 clubs in detail to further understand the outreach culture while using interventions developed from the Phase I results such as a training DVD, Online Resource Library, Outreach Toolkit and a robust community of practice. The final deliverable will be the dissemination of proven strategies and best practices revealed by the research to 200 diverse astronomy clubs across the country. Strategic impact will be realized in increased outreach capacity among amateur astronomers and a strong model for astronomy clubs with proven best practices and resources. It is anticipated this project will reach more than 4,400 amateur astronomers and indirectly impact more than one million Americans in astronomy clubs in four years. Inverness Research will conduct the summative evaluation of the project.
Living Liquid is an exhibit cluster focused on the charismatic microfauna and flora of the San Francisco Bay and the larger oceans, and is the first in an series of experiments to create a new marine life area in the East Gallery at the Piers. This formative evaluation examines what visitors found interesting and how they perceived the environment of the exhibit collection. Appendix includes interview protocol.
In this commissioned paper from the Climate Change Education Roundtable, Heidi Cullen offers strategies for mainstream media to engage the public around the topic of climate. She offers key strategies such as focusing on storytelling, paying attention to the changing media landscape, and being aware of audience needs.
This project is intended to develop a model for STEM education through local libraries. There are several unique features in this endeavor. The model is being aimed at rural libraries and adult residents that are geographically remote from typical venues such as museums, zoos, and science centers. According to the 2000 census, there are 50 million individuals in this designation and the size of the group is increasing and becoming more diverse. Efforts to impact diverse audiences who are economically disadvantaged will be part of the plan. In many rural locations there are few community venues, but libraries are often present. The American Library Association and the Association Rural and Small Libraries have begun the reinvention of these libraries so they can become more attuned to the communities in which they are apart. Thus, this project is an effort to find new ways of communicating STEM concepts to a reasonably large underserved group. The design is to derive a "unit of knowledge enhancement" (some portion of Climate Change, for example) through a hybrid combination of book-club and scientific cafe further augmented with videos and web materials. Another part of the design is to enhance the base STEM knowledge of library staff and to associate the knowledge unit with an individual who has the specific STEM topic knowledge for a specific unit. Considerable effort shall be expended in developing the models for staff knowledge enhancement with a progressive number of librarians in training from 8 to 20 to 135. To build the content library model, five units of knowledge will be devised and circulated to participating libraries. Evaluation of the project includes front end, formative and summative by the Goodman Research Group. In addition to the "units of knowledge enhancement," the major results will be the model on how best to relate and educate citizens in rural environments and how to educate the library staff.
The Association of Zoos and Aquariums’ (AZA) Conservation Education Committee (CEC) supports the appropriate use of living animals in zoos and aquariums as an important and powerful educational tool to advance a conservation agenda. EC leaders and scholars see the need for a zoo and aquarium social science research framework to help those in the education and conservation communications field understand how they can contribute to a greater body of knowledge. This report represents the CEC’s determination to view zoo and aquarium social science research as a collective endeavor that values and
The purpose of this study was to investigate how two female students participated in science practices as they worked in a multimedia case-based environment: interpreting simulated results, reading and writing multiple texts, role-playing, and Internet conferencing. Using discourse analysis, the following data were analyzed: students' published web posters, Internet conferencing logs between American and Zimbabwean university students, and a focus group interview. Three constructs supported the development of these students' identities in practice: (a) multimedia cases creating emotional
Some 400 years after Galileo, modern telescopes have enabled humanity to "see" what the natural eye cannot. Astronomical images today contain information about incredibly large objects located across vast distances and reveal information found in "invisible" radiation ranging from radio waves to X-rays. The current generation of telescopes has created an explosion of images available for the public to explore. This has, importantly, coincided with the maturation of the Internet. Every major telescope has a web site, often with an extensive gallery of images. New and free downloadable tools
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TEAM MEMBERS:
Lisa SmithJeffrey SmithKimberly ArcandRandall SmithJay BookbinderKelly Keach