Users want experience over product. This concept, dealing with experiential marketing, is even more truthful in cultural and social matters. But what can be considered as a satisfying experience when we are talking about Science and Technology Communication? Which standards can be evaluated as good-quality to communicate inside museums and science centers? Contemporary museums play a central role in making culture accessible to the mass audience, as Museology is facing structural changes in last decades - especially for what concerns public engagement and communication -inside and outside museums. A core question of this renovation process deals with New Technologies and their several implications: museums, cultural and scientific institutions are renovating their communication methodology and investigating how new media can be integrated into this purpose.Multimedia allow museum curators to modulate flexible cultural proposals aiming at a new conception of exhibition, where Science and Art have become parts of a whole method to explore and represent the outside world. Contemporary ICT, including web 2.0, with its interactive approach request the visitor/user to participate and be involved in a real experience. Developing new media and studying new formats is a good method to collect data and improve Science and Technological Communication. The Anatomical Museum of Pisa with PERCRO Lab focus on how multimedia applications can improve accessibility and educational aspects by integrating new concepts of fruition. Through specific questionnaires we have conducted an analysis of people experience inside the Museum, in order to focus the main aspects/problems concerning the approach to the medical and scientific collections. We have developed two interactive applications: one is the Information Landscape, a 3D immersive ambient structured as a corridor/rooms where information are perceived from the user in a sequential way. The second one is a Virtual Gallery, a sort of multimedia catalogue showing homogeneous objects through an immersive presentation, offering a complementary vision of the exhibition. Our aim is to verify and increase the value of the experience provided by multimedia resources, both for their educational value and for the engagement they offer. It is a matter of fact that multimedia play a role in every form of contemporary communication; it is our assignment to study and define suitable models for the undeniable changes our society is facing out.

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Public Communication of Science and Technology

 

Communication models in scientific museums
An example of interactive knowledge

Alessandra Scucces   PERCRO Laboratory - TeCIP, Sant’Anna School of Advanced Studies of Pisa; Museum of Human Anatomy - Department of Human Morphology and Applied Biology, Faculty of Medicine and Surgery of Pisa

Chiara Evangelista   PERCRO Laboratory - TeCIP, Sant’Anna School of Advanced Studies of Pisa

Marcello Carrozzino   PERCRO Laboratory - TeCIP, Sant’Anna School of Advanced Studies of Pisa

Massimo Bergamasco   PERCRO Laboratory - TeCIP, Sant’Anna School of Advanced Studies of Pisa

Gianfranco Natale   Museum of Human Anatomy - Department of Human Morphology and Applied Biology, Faculty of Medicine and Surgery of Pisa

Antonio Paparelli – Museum of Human Anatomy - Department of Human Morphology and Applied Biology, Faculty of Medicine and Surgery of Pisa.

Users want experience over product. This concept, dealing with experiential marketing, is even more truthful in cultural and social matters. But what can be considered as a satisfying experience when we are talking about Science and Technology Communication? Which standards can be evaluated as good-quality to communicate inside museums and science centers? Contemporary museums play a central role in making culture accessible to the mass audience, as Museology is facing structural changes in last decades - especially for what concerns public engagement and communication -inside and outside museums. A core question of this renovation process deals with New Technologies and their several implications: museums, cultural and scientific institutions are renovating their communication methodology and investigating how new media can be integrated into this purpose.Multimedia allow museum curators to modulate flexible cultural proposals aiming at a new conception of exhibition, where Science and Art have become parts of a whole method to explore and represent the outside world. Contemporary ICT, including web 2.0, with its interactive approach request the visitor/user to participate and be involved in a real experience. Developing new media and studying new formats is a good method to collect data and improve Science and Technological Communication. The Anatomical Museum of Pisa with PERCRO Lab focus on how multimedia applications can improve accessibility and educational aspects by integrating new concepts of fruition. Through specific questionnaires we have conducted an analysis of people experience inside the Museum, in order to focus the main aspects/problems concerning the approach to the medical and scientific collections. We have developed two interactive applications: one is the Information Landscape, a 3D immersive ambient structured as a corridor/rooms where information are perceived from the user in a sequential way. The second one is a Virtual Gallery, a sort of multimedia catalogue showing homogeneous objects through an immersive presentation, offering a complementary vision of the exhibition. Our aim is to verify and increase the value of the experience provided by multimedia resources, both for their educational value and for the engagement they offer. It is a matter of fact that multimedia play a role in every form of contemporary communication; it is our assignment to study and define suitable models for the undeniable changes our society is facing out.

A copy of the full paper has not yet been submitted.

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