John Summers
Ostensibly about the preservation, display and interpretation of objects, museums are also full of words. From way-finding signage (as anyone who has ever visited with a small child knows, a successful museum experience can critically depend on being able to locate the nearest washroom!) to fundraising, written text is an important part of what museums do.
In the fall of 2018, I developed and taught a new course for the Master of Museum Studies program at the University of Toronto. Entitled “Artifact, Audience, Text: Writing in the Museum,” it introduced students to the theory and practice of writing text for museum exhibits. In it, I highlighted both the interdependence of theory and practice and the complexity of even apparently simple types of writing such as artifact labels.
There is a lot at stake when you write text for museum exhibits. For one thing, your words will probably be on display for several years and seen by thousands of visitors. For another, exhibit texts tend to be shorter rather than longer, so individual words and phrases are much more visible than if they were buried in a bigger piece of writing. Finally, exhibit text is usually written to serve the widest possible audience; although you may direct it at particular types of visitors, it will also be read by many people who don’t fit into those categories. Text written for an academic project, journal article or book is not suitable for the informal learning environment of a museum gallery.
Nowhere is this more visible than in the words that accompany artifacts in exhibits. Works such as Beverly Serrell’s Exhibit Labels: An Interpretive Approach and Kris Wetterlund’s If You Can’t See It Don’t Say It: A New Approach to Interpretive Writing are excellent resources for writing public-facing museum text. Beyond the straightforward considerations of sentence structure, tone of voice and the length of text blocks lie larger issues relating to the politics, production and consumption of text. To understand these, we need to look beyond practical writing advice and delve into some theory.
Museum practice and museum theory have had a long and occasionally uneasy relationship. Theory has sometimes been dismissed as irrelevant to “real” work, and museum staff may not feel connected to the thinking that emanates from university museum studies programs when they’re up to their elbows in day-to-day operational issues.
As the students and I worked through the course, we kept returning to a few fundamental ideas about the nature of language. I’d like to walk through these and think about what they mean for the text used in exhibits. Continue reading