Interpretive media selection is
as much art as science. There is rarely only one way to achieve
a goal. Some of the most important elements in a media decision
are: message, audience, and resources. |
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Interpretive media selection is as much art as
science. There is rarely only one way to achieve a goal. Involving
specialists in key media is highly recommended. Each situation has
its own particular mix of factors to consider. Some of the most
important elements in a media decision are: message, audience, and
resources.
Message
What is to be communicated affects the method of communication,
and vice-versa. Is the message simple or complex? Is it an abstract
concept that can only be presented verbally or are there graphic
components? Does the concept require a specific sequence or chronology
to be understood? Is it helpful or necessary to involve many senses?
How can we make the messages attractive, compelling, and relevant?
What priority does this information have in relation to the overall
interpretive program? Should the message be experienced in addition
to – or rather than – learned didactically? What are
the desired outcomes of this communication?
Audience
The audience must be able to access and comprehend the information.
What knowledge and expectations are they likely to have when they
arrive at the site? How much time do they have? When would this
information be most useful: before, during, or after experiencing
the resource? What primary languages, literacy patterns, ages, and
group types? What are their motivations for coming to the site?
Are there cultural differences to take into account? What physical
abilities do they have? The more detailed the audience profile,
the easier it is to select appropriate media.
Resources
The quality and quantity of resources available to support media
development will not only affect the kind of media selected, but
may determine the feasibility and cost of production. Are there
landscape elements to support the message? Are they accessible?
How much information is available on the selected subject? Has the
accuracy of the information been certified? Are there additional
perspectives that should be interpreted? Are quality photographs
and other graphic elements available and can the proper use rights
be obtained? Does the message rely heavily on the use of artifacts
and are these artifacts extant and available? Can the artifacts
be adequately protected while on display? What kind of budget can
be projected? Common types of media used to deliver interpretive
messages include audiovisual products, museum exhibits, wayside
exhibits, publications, and personal services. Each has qualities
which make it more or less suitable for a given application. Some
of the recognized strengths and limitations of each medium are listed
below. Note that these are generalizations; exceptions can usually
be found.
Audiovisual Media
Advantages
- Well suited to the presentation of chronological and sequential
material
- Can capture realism and provide emotional impact
- Provide opportunities for dramatization
- Can be portable for off-site use
- Provide views of places, animals, plants, and seasons otherwise
unavailable or inaccessible
- Can create a mood or atmosphere
- Can reach many visitors at one time
- Can be adapted to serve physically impaired visitors
- Can illustrate before and after effects
- Can be produced in different languages
Limitations
- Cannot be used everywhere
- Require back-up equipment, periodic maintenance, and regular
monitoring
- May be perceived as sterile or impersonal
- May offer little opportunity for visitors to browse or study
an item in depth or at their own pace
- Repetitious sound tracks can annoy visitor center staff
- May be a visual or auditory intrusion
- Production and maintenance costs can be expensive
- People usually have high expectations of audiovisual media;
low-budget products can fall short of expectations
Historic Furnishings
Advantages
- Offers visitors a special interpretive experience by allowing
them to go inside historic spaces
- Being surrounded by historic artifacts helps visitors feel that
places "come alive," and relate more directly to the
historic events and personalities commemorated by parks
- Frequently historic furnishings researchers unearth new archival
resources, make new contacts, or discover previously unknown artifacts
that add to the site's interpretation
- Experiencing an accurately reproduced historically furnished
room helps visitors develop a visual vocabulary of material culture
and decorative arts
Limitations
- Expensive to maintain due to security, housekeeping, and conservation
costs
- Accessibility can be a problem because of narrow hallways and
doorways for visitors in wheelchairs, and low light levels for
visually impaired visitors
- Historically furnished rooms usually cannot "stand alone,"
but require some kind of additional interpretation (e.g. tour
guides, interpretive panels, audio stations, etc.)
- Barriers can block sight lines or seem obstrusive, but are necessary
if room is not restricted to visitors on guided tours
Museum Exhibits
Advantages
- Can be viewed at visitors' own paces
- Can be designed in all shapes, sizes, colors, and textures
- Can display objects associated with the site
- Can incorporate artifacts, artwork, or mixed media to produce
desired atmosphere and effects
- Can transcend language and cultural barriers
- Can promote the use of the senses to aid the perception of the
able-bodied and handicapped visitor alike
- Can promote visitor participation
- Can be designed for both indoor and outdoor use
- Are well suited for ideas which can be illustrated graphically
- Permanent exhibits can be grouped with rotating, seasonal, or
temporary displays to provide a sense of change
- Can provide experiences of varying complexity, allowing visitors
to select the depth they choose
Limitations
- Are sensitive to agents of deterioration
- Require security and maintenance
- Must be housed in adequate facilities
- Do not work well to tell largely verbal, complex, or sequential
stories
- Exhibit materials may have high commercial value, making them
targets for theft
- Can be very expensive
- Inexpensive exhibits may look amateurish, and are usually less
effective than higher quality (and more expensive) productions
- Technology and materials can overwhelm the message
Personal Services
Advantages
- Direct human to human communication is often more enjoyable
to visitors than communication by impersonal media
- Can easily be customized to meet visitor needs or changing conditions
- Can use group/visitor reactions to stimulate interest
- Can be interactive
- May be monitored and changed accordingly
- Tap diverse skills of interpreters
- Versatile, effective, and relatively easy to implement
- Can be cost effective, especially in the short term
- Can convey complex messages, and help visitors connect tangibles
and intangibles to universal concepts
Limitations
- Require well-trained interpreters
- May not give consistent messages
- Require close supervision and management
- Can be difficult and expensive to maintain year round
- High recurring costs
- Can be difficult to critique properly
Publications
Advantages
- Are portable
- Can treat a subject in-depth
- Provide a source of detailed reference information
- Can be produced in different languages
- Suited to presenting sequential or complex material
- Can be read at visitors' own pace
- Can produce income
- Can often be revised at a reasonable cost
- Can be produced at various levels of detail
- Have value as a souvenir, something to take home
- Can be used before going to a site, during the visit, or after
returning home
- Can be produced to treat the same subject for different audiences
- May be appropriate for stories lacking in artifacts or photographs
Limitations
- Can discourage potential readers with lengthy and/or complex
texts
- Can be a source of litter
- Require periodic revision to remain current and accurate
- May require facilities and maintenance (such as brochure dispensers)
Wayside Exhibits
Advantages
- Can be available 24 hours a day
- Use real objects and features in their own setting as objects
of interpretation
- Are relatively inexpensive
- Can be designed to blend with site environment
- Provide onsite interpretation of specific sites and stories
- Can depict a place as it appeared many years before
- Can show a feature from a view unattainable by visitors
- Can illustrate phenomena that are invisibly affecting a resource
- Establish a park identity at remote, unstaffed locations
- Alert visitors to safety or resource management issues at the
point of danger, decision, or environmental impact
- Can be replaced relatively quickly and inexpensively
Limitations
- Limited amount of text and graphics per panel
- Don't work well for complicated subject matter
- Focus attention on tangible resources; less effective with intangibles
and universal concepts
- May intrude on a park’s visual landscape
- May not be practical at sites with climatic or environmental
extremes
- Susceptible to vandalism
Source: Planning
for Interpretation & Visitor Experience (69 pages - 2MB
- PDF).
Harpers Ferry Center, 1998, pps. 33-39.
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