The realm of images: a parable about communication

Abstract

For museums, communications has become a twofold necessity. First of all, an image of the institution itself has to be projected and developed, often on an international scale, in order to give it an identity. Secondly, not only are exhibitions themselves sources of knowledge, but also it is increasingly common for them to be part of major communication campaigns, ranging from the use of traditional media to highly specific cultural events. Much larger amounts of money than ever before are now being poured into museum communication. Yet professional museologists have not fully taken the measure of the communication choices and strategies open to them; nor indeed, have the consultants, who are legion, and who may have a disconcerting effect. In what follows, a ‘communicator’ who has been a consultant to a large museum for several years provides readers of Museum with an inside view of the communicator's world.