• Melissa Airlie Dichmann
  • Sarah Marie Andersen
Speciale, Kandidatuddannelsen
This master thesis aims at studying the current changes shaping the forms of cultural communication within the museum field – particularly the changes in the cultural communication directed towards young adults. Traditionally, museums have been considered places of cultural education through the five core principles: Collection, registration, preservation, research and cultural communication. As the thesis points out, the role of the museum is however changing as the traditional educational purpose has been joined by other more informal and social purposes. Exploring the hows and whys behind these changes, this master thesis is based on a case study of three Danish art museums and their similar approaches in cultural communication. They have an event-based strategy in common. As this thesis points out, the cultural communication, which is directed towards young adults, is characterized by the museums’ use of events. Events themselves form a sort of framework around the content, which is often characterized by live-elements, and social experiences with a high level of entertainment. Initially elements, we do not associate museums with.
Several factors are contributing to the changes which have led to an event-based cultural communication strategy. The thesis begins with drawing a picture of the main factors to create an overall theoretical point of reference. Thus the thesis regards the emergence of the experience economy, combined with young adults’ increasing demands for entertainment-based experiences, as playing an overall role in the current changes within the museums. The findings in this master thesis are based on qualitative research methods. Through a qualitative analysis of interviews with museum staff and participant observations at the museums’ events, the findings show, that three overall rationales are present: A rationale of education, experience, and change, which merge together, giving the museum experience new dimensions. In practice, the event-based cultural communication changes how young adults perceive museums. The findings show that the events place the museum visit in both informal and vibrant settings, which appeals to a wider young audience. This leads us to conclude that event-based cultural communication is an effective strategy, which museums take into use, as it offers a museum experience young adults can relate to.

Udgivelsesdato2 mar. 2015
Udgivende institutionIVA


  • Kulturformidling, Museum, Event, kultur