• Mie Vinther Jensen
Speciale, Kandidatuddannelsen
This thesis investigates the representation of museums in the media. The focus is on Denmark’s principal museums for cultural history, natural history and art, namely The National Museum of Denmark, The Natural History Museum of Denmark, and The National Gallery of Denmark, which are each represented by their three most recent directors. In applying a comparative perspective, the thesis sets out to uncover significant tendencies for the museums as well as for the directors, and also to investigate the reasons behind these tendencies. To do this, the study follows an explanatory Mixed Methods design, in which a quantitative content analysis of the entire corpus is followed by a qualitative discourse analysis, performed on a purposefully sampled subset of texts. Having gathered information from both kinds of analysis, the thesis subsequently discusses to which degree the findings from the discourse analysis inform the tendencies from the content analysis. One of these tendencies is the clear divide in the general visibility between The Natural History Museum and the two other museums, as the former has a visibility that is significantly lower than its fellow principal museums. Another significant tendency is the correlation between directors having a high visibility and a low percentage of direct statements, and adversely that a low visibility seems to involve a high percentage of direct statements. The third significant finding in the content analysis is that of the extensively higher visibility of two of the directors from two different museums who also happen to be the earliest and the latest to be appointed. Because of the need to delimit the object of the discourse analysis, only this last finding is chosen for the follow-up investigation. The discourse analysis shows that these two directors have several similarities in their approach to the job, but also that there are differences in the ways they are represented in the media. By uncovering the construction of identities in the articles about the directors, it becomes clear that the things that influence a director’s representation in the media are personal rather than structural. Through a new methodological framework, this thesis ends up pointing at otherwise hidden patterns and correlations, while simultaneously providing explanations for how museums are represented in the media. Conclusively the effects and causes of the museum’s visibility are being discussed, a major point being that visibility is an important part of gaining relevance within the public.

Udgivelsesdato11 sep. 2018
Antal sider75
Udgivende institutionKøbenhavns Universitet


  • Medieanalyse, hovedmuseerne, museumsledelse, diskursanalyse, kvantitativ indholdsanalyse, mixed methods, synlighed, relevans, museets rolle