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<< On the face of it, anyone funding an exhibit needs to know that they're getting value for their commitment of resources, and more broadly whether or not it is having an intended effect.>>
The tail that wags the dog, for sure. I'd prefer a world in which funders provide support simply because it's the right thing to do, because it makes them feel better about themselves, and because it seems to make people happy. After 21 years in this business, I too have seen many exhibits, ranging from the fabulous to the flops. The common denominators of the fabulous ones are few in number, and (IMHO) fairly obvious: fun stuff to DO, intrinsically interesting phenomena, a variety of interface, conversation-provoking copy (or lack of copy). If a funder feels happier spending thousands of dollars to be told about these things by an impartial expert, perhaps it's worthwhile. I'd much prefer they give us that money to buy more fun stuff for the exhibit, and simply spend an afternoon in the exhibit themselves. Watch actual visitors having actual engagement and fun. They'd learn all they really need to about how their money was spent.
Thanks for an excellent opening salvo across the bow of a new year!
Jim Taylor
Vice President of Programs & Exhibits
The Health Adventure
P.O. Box 180
Asheville, NC 28802
828-254-6373 Ext. 313
www.thehealthadventure.org
People ask what I do during the Winter when there’s no baseball. I’ll tell you what I do: I sit by the window and wait for Spring. – Rogers Hornsby
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-----Original Message-----
From: Informal Science Education Network [mailto:[log in to unmask]] On Behalf Of Charlie Carlson
Sent: Monday, January 03, 2011 5:02 AM
To: [log in to unmask]
Subject: Hopefully, I'll be pleasantly surprised!
ISEN-ASTC-L is a service of the Association of Science-Technology Centers
Incorporated, a worldwide network of science museums and related institutions.
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Hi All,
For some years I've wondered about the efficacy of exhibit evaluation,wondered whether or not it is useful, or more directly a bureaucratic hurdle that provides useless and specious validation that satisfies an inner need and social, political need to feel affective. A CYA exercise by politicians,bureaucrats, and museum professionals.
To put it bluntly: Are museums and taxpayers spending a significant amount of money on something of questionable value? Science Centers have been engaged in doing "rigorous evaluation" for more than 20 years, what do we have to show? Personally, I can think of little direct evidence to support the continued emphasis on exhibit evaluation. This is not out of malice towards evaluators, the human mind, or a field of inquiry, but more directed towards the usefulness of the evaluations generally.
I'm sure this raised hackles, but let me proceed. It's not personal. I firmly believe we're all well intended. I like most evaluators and value their opinions. It is a complex field. To cut to chase:
Museum visits are, indeed, events, fraught with every personal and social dimension. As such they are part of noise and chatter of day to day existence. Importantly, museum visits are also brief––ever so brief, hours out of a year ( some fraction of 6570 waking hours annually). Against this small fraction of useful, engaged hours, what is the value of evaluation versus return on expense? At best it's an infinitesimally small return. This is typically born out by evaluation studies.
On the face of it, anyone funding an exhibit needs to know that they're getting value for their commitment of resources, and more broadly whether or not it is having an intended effect. These are important questions. Personally, I'd love to change the world. But let me begin by posing series of questions and likely answers:
What are the key concepts that characterize an excellent exhibit or museum? There's not much of a predictable profile here. Many unevaluated, free-lanced exhibits have proven popular over the years. The Exploratorium, prior to its evaluative stance for instance, Phenomena, Who Done It?, or the City Museum in St. Louis are prime examples. There is little consistent statistical evidence that argues for evaluation as an essential component of exhibit presentation. Everything has been evaluated but what are we comparing it against? Highly evaluated failures are more the norm, just about every modern exhibition has it's strengths, not many are popular. Evaluation has been imposed secondarily but can it be considered an essential component? At best, it's a feel good exercise but's little more than an academic exercise.
Is there evidence that evaluation has improved or positively modified an exhibit or exhibition? I think the evidence is scant. There needs to be a series of controlled double blind studies to validate such claims. I don't know of any significant evidence but maybe I'm ignorant.
How much do people generally remember of a museum visit? The evidence suggests: very little specifically but there are many affective impacts; visitors are mostly either positive or negative towards the subjects exhibited. Giant heart, coal mine, submarine, tactile gallery, the psychology show, etc. come to mind.
Do the specifics of an exhibition make a difference in human behavior? Probably not for most people.
Is scientific accuracy important? Yes, but a mistake is okay (that's part of science too!) And the wrong stuff won't stand any way. Accuracy strongly reflects on the presenting institution more than the base of knowledge (who do you trust, anyway?).
Has a museum exhibit changed the course of human history? Probably not! We've gone though several purported iterations of museum impact (are we on exhibit iteration 4,5,6 or 7?), and there is scant evidence of social impact. The TB exhibition at the turn of the 20th century may be an exception to the more generalizable impacts, but it was medical with many health impacts. Mostly, it's all hubris directed towards continued funding. It's an unfortunate side track.
Is formative evaluation valuable? Yes, but is formal formative evaluation essential ? Maybe, exhibit developers may be just as skilled. This is situationally dependent.
Does a visit to a museum change the way people learn? Maybe a very, very little bit. Probably so small as to be undetectable. But a small change does make a difference.
Museums are an expression of liberty, social freedom and wealth and as such manifest and amplify the values of liberal free societies.
Given my brief track here, I love to hear arguments contrary or pro.
I've invested a lifetime working on this stuff.
All the best for new year,
C
Charles Carlson
Senior Scientist
exploratorium
3601 Lyon St.
San Francisco, CA 94123
[log in to unmask]
Tel: 415-561-0319
Fax: 415-561-0370
Skype: sciskypecharlie
MobileMe: [log in to unmask]
Twitter: charliec53
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