Museum as a multimodal communication system

Viđen kao jedan od medija kojim se omoguće komuniciranje poruka o kulturi i društvu općenito, muzeju se u ovom radu pristupilo kao komunikacijskom sustavu kojeg obilježava primjena višestrukih materijalnih resursa za stvaranje značenja. Kao dominantna paradigma današnjeg djelovanja muzeja spram korisnika, stvaranje značenja u muzeju se u radu promatralo s obzirom na društveno semiotičko teoriju multimodalnosti. Multimodalna analiza primijenjena je na izložbu kao fizički oblikovanom medijskom kontekstu te na vodstvu kao intepersonalnom obliku komunikacije kao temelju za istraživanje iskustava i mišljenja muzejskih stručnjaka i posjetitelja o izložbama u zagrebačkim muzejima. Primjenom hermeneutičke fenomenologije dobiveni podaci sakupljeni intervjuima su analizirani i interpretirani s obzirom na glavni teorijski okvir rada. U interpretaciji podataka opisao se trenutni odnos muzeaj prema korisnicima s obzirom na vrste znanja koje proizvodi na izložbama te društvenog odnosa koji se time uspostavlja s posjetiteljima. Na temelju toga, muzej kao multimodalni sustav pretpostavlja komunikaciju koja je: utemeljena na predmetu baštine, stručno i znanstveno legitimna, zabilježena I publicirana, vizualno privlačna, usmeno interpretirana, utjelovljena, narativna, selektivna, relevantna i žanrovski i diskurzno prilagođena posjetiteljima.. Društvena semiotika se također predložila kao moguća muzeološka metodologija za analizu muzejske komunikacije.Considered part of a wider media landscape ever since it was founded and having the ability to communicate messages about culture and society in general, museums have been approached in this thesis as communication systems characterized by the use of multiple sorts of material meaning-making resources. As a dominant paradigm in today's museum context, primarily in relation to its users, meaning-making has been examined in the thesis within the social semiotic theory of multimodality. Multimodal analysis was applied to exhibitions at Zagreb museums as physical environments and museum guided tours as a form on interpersonal communication conditioned by the exhibition environment. The analysis formed the basis on which further research was conducted of experiences and opinions related to exhibitions and guided tours of both museum professionals and visitors to Zagreb museums. Hermeneutic phenomenology was used in order to gather rich data on personal experiences collected through interviews and then transcribed and analyzed. Interpretation of the data showed the current relationship of museums toward their visitors in terms of the type of knowledge they produce and social relationship they establish with the visitors. Based on this, museum multimodal system entails communication that is based on heritage objects, scientifically and professionally grounded, recorded and published, visually appealing, verbally interpreted, embodied, narrative, selective, relevant and adapted in genre and discourse to visitors. Social semiotics has been shown an appropriate method for analysing such relationships and has therefore been proposed as a possible museological methodology for an analysis of museum communication in general