摘要
消费时代的博物馆将展览视为吸引观众的主要手段,观众观展行为研究成为展览效果评估的重要手段。以广东省博物馆临时展览"相看两不厌——馆藏明清瓷画与绘画展览"为例,对观众观展行为的研究采用了参与式观察法来收集观众行动信息,并借助随机抽样的问卷调查收集观众对展览各要素的评价。质性和定量相结合的研究结果表明,观众对展览的印象和评价,取决于他们在展品前停留的时间、吸引他们的展品数量以及他们的观展行为。相较于内容和展览逻辑,观众对展览的满意度,很大程度上由视觉效果决定,然而,对观众吸引力高的展品并不是观众"凝视"持续力强的展品,不同类型观众的不同视觉取向意味着不同的满意度。
Under the impact of consumerism, exhibitions have become a major means of the museum to attract audiences. Visitor behavior research becomes an important method to evaluate museum exhibitions.Targeting at a temporary exhibition of Guangdong Museum entitled＂Paintings and Painted Porcelain Works of Guangdong Museum＂, we conducted a questionnaire survey on the visitors＇ opinions on this exhibition using the random sampling method. Quantitative and qualitive analyses on the collected data show that the time that the visitor spends on each exhibit, the number of exhibits that have caught the visitor＇s eyes, and the visitor＇s visiting behaviors have decisive impact on his or her impression and evaluation of this exhibition. The visitor＇s satisfaction with the exhibition is largely determined by the visual effect rather than the content and logic of the exhibition. Nevertheless, the exhibits that are highly attractive to the visitor are not the ones with the longer gaze from the visitor. Different visual orientation of visitors may lead to different degrees of satisfaction.
作者
朱嫦巧
龚金红
刘睿珺
ZHU Chang-qiao;GONG Jin-hong;LIU Rui-jun(College of Humanities and Law,South China Agricultural University,Guangzhou,510642;College of Literature,Jinan University,Guangzhou,510632)
出处
《东南文化》
CSSCI
北大核心
2018年第4期104-111,共8页
Southeast Culture
关键词
博物馆展览
观众调查
广东省博物馆
观展行为
观展动线
吸引力
持续力
museum exhibition
audience survey
Guangdong Museum
visiting behavior
visiting route
attractive power
sustaining power
