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5086 -- MICHEL, THOMAS

Tradition bewahren und Toleranz gegenüber dem Neuen zeigen: Völkerkundemuseum zwischen Wissenschaft, Corporate Identity und Marketing


Tribus 51-2002:153-161

The museum of anthropology between scholarship, corporate identity and marketing
Michel reflects on museums as institutions cultural identity of a culture, or civilization, and as monuments - a modern form of the temple. He opines that it is necessary for museums to adapt to modern forms of marketing and ´performance´ in order to continuously draw visitors. In this context he discusses mediation, sponsoring, lobbyism, globalization, and the scientific aspect.

Keywords: museology, marketing and museum, sponsoring, modern museums, popular museums

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