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Zana Muhammad: Om publikumsudvikling

5. juli 2011


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Publikumsudvikling handler ikke om "outreach", men om "inreach" og interessegrupper, mener Zana Muhammad, som har ledet et publikumsprojekt på Världskulturmuseet i Göteborg, Sverige. Det handler om, hvordan man får et lokalsamfund eller en minoritetsgruppe til at føle, at det eller den føler sig repræsenteret i kulturinstitutionen.


 
Zana Muhammad, projektleder for et publikumsudviklingsprojekt på Världskulturmuseet, Museum of World Culture i Göteborg, fortæller her om sine primære mål med projektet.

Han anfører, at de to vigtigste opgaver har været at analysere værdier og mål for institutionen og at skifte fokus til at betragte publikum som en ‘interessegruppe’ snarere end en ‘målgruppe’. Han bemærker, at når en kulturinstitution er offentligt finansieret og understøttes af samfundet, er det vigtigt at den repræsenterer alle medlemmer i samfundet gennem dens valg af udstillingstemaer.

Interview af Mik Aidt.
 
 

Transkription af videointerviewet

Zana Muhamma: “The main work that we did with the Museum of Culture in Göteborg is that they shouldn’t only focus on reaching out or outreach as they call it.  They should concentrate also on “inreach” – on what kind of calls they have. What kind of values do they have in the museum as a cultural institution? What kind of exhibitions do they have? And what is the goal and the values they have in the organisation?  That’s one. 
Number two is very simple – not seeing the groups they want to reach as target groups or label them, label people.  See them as interest groups like I have an interest in working with you and you have an interest in working with me.  It comes from the private sector way of thinking.  Find a way or situation where there is win-win.  We should see more cultural institutions work that way.  I think it’s a new mentality of working within cultural institutions.”
 

Why is this important to do?


“Because this way is the way we see human beings in the society.  Not labeling them, but this how other things are working inside.  It’s a very important role they have as a cultural institution in the society.  Where this is a place where they can make their voices heard and it’s a part of society.  Its my taxes that pay the cultural institutions and it’s about citizenship.  I don’t belong to society if the things I am interested in aren’t on the stage.  I am the audience, but I don’t have the shows on the stages.  So that’s our main purpose to show the interests and shows that the neglected groups don’t have on stage.”