Museum Communication: A Hierarchic System of Interconnected Genres
Museum press releases have gone through a continuous enrichment of their content over time: despite the advent of new media, they seem far from decline. Evaluative language has characterised museum communication since the earlier press releases, dating from the 1950s. Conversely, promotional features have been acquired more recently, as a consequence of the financial turmoil faced by museums in the 1980s.
In light of the derivation of new museum genres from the press release model, press releases represent the base of the pyramidal system of museum genres, determining the existence of the others.
This study acknowledges the power of words in museum communication, which is of strategic importance to practitioners and researchers; it provides them with a future focus within the context of a new media that still place value on copywriting (i.e. Instagram), despite the prominence of images in contemporary communication.
KeywordsPress Release Textual Component Lexical Variety Multiple Voice Textual Space
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