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.
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?