The Ethnographic Museum and the (New) User: Guidelines in Accordance with ICOM-ITC Training Workshop in Museum Activities, Fuzhou, The People’s Republic of China, November 2018

The text provides an overview of recent theoretical approaches to audience development, interpretation of museum objects and presentation of museum collections, as well as the accompanying marketing strategies and public relations in cultural institutions. The previously mentioned was prompted by the workshop entitled “Promoting your Museum: Make it Relevant and Attractive”, organised by ICOM International Training Centre for Museum Studies, held from the 13th to the 22nd November 2018 in Fuzhou, the People’s Republic of China. The presentation of the topic was enhanced with practical observations from the position of activity of the Ethnographic Museum in Zagreb performed over the last decade, with an emphasis on co-creation of content with the community and/or individual museum user in order to achieve the ultimate common goal – the use of the museum as a platform, for optimum (shared) personal experiences