Young audiences in museums.
How do you get them into your institution and how do you keep them there? That is the bane of many museums’ existence.
Today, museums can successful say they have seen an increase of young audience participation and visitation to their institutions (big and small).
Museums are creating, developing and implementing various programs that engage younger audiences. From theMuseum of Contemporary Art Australia’s Genext to the Tate’s Collective (images below), institutions are delivering innovative programs to target young people.
This achievement for institutions should not be undermined but Institutions have to acknowledge that by encouraging young audiences to participate in the museum means evaluating their organisational structure.
Whilst, young people hold the key to diverse future audiences, they need to be brought in on their own terms. Sabine Doolin, Audience Research and Insight Manager at the Tate believes museums need to shift their organisation structures to be more focused on collaboration, participation and immersion.
Young people change the space of the museum. They challenge the traditional quiet gallery spaces, by creating environments with music or soundscapes. As Doolin states “They want to sprawl on floors, be playful, laugh loudly and take selfies. They need to be allowed-indeed encouraged- to use their phones and social media while in an arts space… Telling them to put away phones and keep their voices down is akin to telling them to go somewhere else.”
And while, I agree with Doolin that museum spaces need to re-structure the way their organisations interact with younger audiences, I still believe one needs to acknowledge the already existing rituals and structures in place within an museum. While, one can challenge these rituals there needs to be acknowledgement on behalf of the audience as well as change by the museum.
This might seem like no easy feat for museum professionals to solve and one solution, which many institutions have implemented, is to form reference groups of young people and implement their suggestions (eg. Tate’sCollective, MCA Genext and even smaller institutions such as Denver Art Museum and Campbelltown Arts Centre)
To conclude, engaging with young audiences demand on museum’s organisations make changes but careful consideration needs to be taken so as not to alienate the already existing traditional audience.
Can anyone think of any other solutions or ways to engage young audiences?
images:
Tate’s Collective:
MCA, Australia Genext
further reading:
http://visual.artshub.com.au/news-article/features/museums/are-you-ready-for-young-audiences-246472
http://collectives.tate.org.uk/content/about-us
http://www.youngaudiences.org/YAAL
http://www.museumsassociation.org/museums-journal/comment/01072014-engaging-young-audience-circuit
Click to access final_report_to_the_field_1.16.2012_final.pdf
http://www.mca.com.au/learn/young-creatives/
http://www.campbelltown.nsw.gov.au/CampbelltownArtsCentre