• Lasse Andreas Gluud
Speciale, Kandidatuddannelsen
This master thesis in information science and cultural communication examines a number of challenges and opportunities, which museums and other forms of cultural communication institutions face in the late modern society. With an offset in the Camøno, a newly opened museum-operated hiking trail on the Danish islands of Møn, Nyord and Bogø, I analyze the modern museum in relation to a number of particular tendencies within the museum field, as well as in the broader context of current development in cultural communication institutions and cultural policy. In my analysis of the case, I include a discourse analysis of the role of cultural history in the marketing of the project, as well as two qualitative interviews, conducted with a former project manager of the Camøno, and the museum director of the Museum of Bornholm. The interviews give insight into the particular case, as well as the changing roles and challenges that museums currently face in general. I examine a number of theoretical perspectives on museums and cultural communication in late modernity, and relate these to the insight achieved during the interviews, as well as the general analysis of the Camøno project. The hiking trail is on one hand a communication and marketing effort, bringing together the local cultural, historical, natural and gastronomic qualities in a shared presentation, as well as giving the museum a number of new outlets and methods in communicating the local history to visitors, and finally an effort to attract new visitors. On the other hand, the Camøno can be viewed as a project embracing and exploring alternative roles and functions for the museum, particularly in the field of project management, and the experience and tourism economy. Thus, the Camøno can be viewed as an example of how museums operate and function in late modernity, where the cultural sector in general has been the subject to varying degrees of instrumentalisation – a cultural policy development, wherein the cultural sector as a whole, as well as its institutions, become economically justified, because of their value in external fields. This development in turns forces the museums to adapt and change their methods in cultural communication and marketing, and facilitates experimental projects, like a employing the use of a hiking trail to communicate cultural history. The changing roles of museums is a challenge that needs to be discussed and reflected upon, in order to not lose track of traditionally important and fundamental functions, but also in order to incorporate alternative and changing functions, in a meaningful and beneficial way.
Udgivelsesdato31 jul. 2017
Antal sider70


  • museer, kulturformidling, kulturpolitik, oplevelsesøkonomi, kulturhistorie, vandring, senmodernitet, instrumentalisering, camønoen, museum sydøstdanmark, udkantsområder, kulturfeltet, afdifferentiering