A Review of Museums in the Context of Communication and Marketing

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Ulus H.

JOURNAL OF INTERNATIONAL MUSEUM EDUCATION, vol.3, pp.20-39, 2021 (Peer-Reviewed Journal)


To benefit from the opportunities offered by the changing age and to survive in the competitive environment that is felt in every field, museums, just like other institutions have to make creative applications in communication and marketing. Communication is the most important factor in accelerating and facilitating the flow of information between the museum and the public. Marketing is a very important detail in attracting visitors to the museum. It is impossible for museums that do not have effective practices for communication and marketing to be able to renew themselves in this environment and qualify themself as popular culture venues. Therefore, every application aimed at communication and marketing has vital importance for museums. However, when the relevant literature was scanned, no research examined multiple museums comparatively for communication and marketing relations, in which only communication studies were conducted in the museum. Within the scope of this research, the Washington National Gallery of Art and the Chicago Museum of Science and Industry were examined in the context of their practices in the field of communication and marketing. As a result of the research, it was understood that both museums benefited from the opportunities offered by the age in terms of both communication and marketing. However, it has been concluded that the National Gallery of Art is one step ahead of the Museum of Science and Industry with its educational opportunities, research activities, social spaces, and website design.