Tips for picking a graduate program that will be a good fit for you

November 23, 2011 By 4 Comments

I get lots of queries, both from my own undergraduates and from students shopping around for graduate programs in museum studies and public history, about which programs are currently the strongest.

Honestly, I don’t have an opinion about specific programs, which is amazing, because hoo boy do I have opinions about almost everything else.

So I thought I’d share here today some of the (maybe slightly unconventional) thoughts I have on finding a grad school that will be a good fit for you.*  (I apologize in advance if this post seems terribly U.S.-centric, but it’s what I’m familiar with right now.)

Before I start, let me say this—and really, I can’t emphasize it enough (hence the font change):

The best way to get into museum or public history work–and I’m hoping I’m not the first one to tell you this–is literally to get your foot in the door, no matter how that happens: volunteering, internship, entry-level job. Graduate school can, and likely will, bolster your chances of advancement in the field, but six months or more of hands-on work in a low- or no-pay job is what will convince others (as well as yourself!) that this really is the kind of work you feel called to do.

Laying a foundation

I’m going to begin with some advice that, alas, may require some time travel for many of my readers: Get a liberal arts education. I don’t mean you have to go to a fancypants Ivy League school or a boutique liberal arts college (though I’m a big fan of my alma mater). Rather, you’ll likely find you have a lot more options open to you on the arts-and-humanities and public-education side of the museum world** if you have a good deal of intellectual curiosity and you have cultivated the ability to research a topic in depth without losing sight of its broader context, identify novel connections among phenomena that at first glance may seem different, and engage in meaningful conversation with people from diverse backgrounds.

Even if you have earned an undergraduate degree that is light on the liberal arts and sciences, I encourage you to enrich your learning. Study a living, foreign language and culture until you reach the upper-division courses (typically after four semesters of study); take a variety of science classes that challenge you to see the world in new ways (seismology, environmental science, evolutionary biology, epidemiology, climatology, and nanotechnology come immediately to mind, and large universities often offer some kind of introductory class in these fields for non-majors); pursue history and anthropology; take art history, studio art, and music courses; and read all the assigned texts for your literature classes, then come to class ready to talk about them. Sample the “studies” disciplines that have cropped up over the past 20 to 30 years, as they will teach you to challenge traditional intellectual paradigms: Native American studies; women’s, gender, or queer studies; Chicana/o studies; African American studies; Asian American studies; and others.  In many museum careers, your mission at some level will be to nudge people into thinking differently about the world, to challenge their conceptions about how stuff works. A liberal arts education is going to equip you with the tools in critical and creative thinking that will make you a welcome contributor to our line of work.

Location, location, location

In other fields—law and medicine, for example—it’s important to attend the absolutely best-ranked school, as students graduating from those programs tend to land the most sought-after jobs.  In museum studies and public history, however, graduate school name recognition (usually) does not matter as much as you think it might.  Accordingly, I encourage you to think just as much about location as about programmatic reputation and rigor.

I suggest you think about program location for two primary reasons: opportunities following graduation and opportunities during school.

First, it may seem premature, but you should think about where you would like to live when you’re finished with the program.***  Almost all my former students at John F. Kennedy University’s museum studies program in the San Francisco Bay Area are working in that region in large part because that’s where they pursued their internships and entry-level positions while earning their Master’s degrees. My students graduating from the Master’s of Applied Historical Research at Boise State tend to get jobs in Idaho, for much the same reason. Through their work in local museums, they have established professional networks in their region. It’s much harder to get a job outside the immediate geographical area where you earn your Master’s degree because it takes a good deal of time and effort to establish those networks. It’s not impossible by any means–and social media is making it easier to connect with professionals elsewhere–but it’s something to think about as you’re selecting a program. If you know you will have family obligations that mean you must find work near Los Angeles, it might not make sense to spend a couple years interning in, say, Tallahassee.

While you’re thinking about opportunities after graduation, you also might want to look at who is currently employed in the institutions in the area where you want to settle eventually.  I mention this because the educational attainment of the local public history professionals can also be an indicator of the sophistication of the local public history scene. If a city’s or region’s museums look much like they did in the 1960s and ’70s, for example, you might find that’s partly due to funding issues but also possibly a sign of professional disconnection from the wider field. (Note: if you want to be a historical museum curator, check to see if the curators in the region have Ph.D.s in history, and if they do, either rethink your region or career aspirations, or consider a Ph.D. in history–though a humanities Ph.D. is a long, hard road offering even less a guarantee of employment than an M.A.)

Both because you’ll likely find your first professional position near your graduate institution and because you’ll want great opportunities to intern (and maybe get an entry-level job) while you’re in grad school, you’ll want to pick a program that is surrounded by museum or public history opportunities. Are there many history museums nearby, and are they of sufficient quality for you to apprentice there? If you’re looking at museum studies programs and you’re interested in informal science education, find out if there is a science center, natural history museum, planetarium, botanical garden, arboretum, zoo, or similar institution (and preferably several) nearby. If you’re interested in public history, if the program is in or near a state capital, then there are likely to be opportunities at historic sites as well as with state and federal agencies like the Bureau of Land Management and the National Park Service. Washington, D.C. and its environs are rich with historical sites, museums, and government agencies, and thus the region can be an excellent place to get started in public history. It’s a good idea to be pretty specific about your needs; if you want to study historic preservation, and you’re especially interested in preserving masonry structures built before the Civil War, be sure you have several such buildings to learn from close at hand, as well as local experts from whom you can learn.

Program structure

The structure of museum studies and public history programs varies quite a bit; such variations can be a function of program age, enrollment, faculty hiring, and/or resource allocation in the broader university. While certainly we could place such graduate programs on a nuanced spectrum, each end of that spectrum is occupied by two very different approaches. There are some programs–from glancing at its website, American University’s appears to be one of them–that offer a wide range of actual coursework on topics as diverse as oral history, historic site management, digital history, visual and material history, public policy, and visitor evaluation. There are also programs, however–and Boise State’s is one of these–where by design students do much of their learning outside of class; students here can take as many credits of internship work as they do of elective coursework. (In addition, our M.A.H.R. students take only one graduate class in public history, and currently we offer that introductory course only every other year because we don’t have the student enrollment or faculty staffing levels to justify offering the course every year.)

I think institutions can successfully occupy either end of the spectrum, but there will be people who disagree with me, probably vehemently. In the end, your career path is a combination of your learning, your initiative, your network, and a good deal of luck–not which classes you take. If you know you’re the kind of learner who prefers coursework to largely self-directed research and practice, then do yourself a favor and attend a program that offers classes in specialties that interest you.  If, on the other hand, coursework has always kind of bored you, and you like the challenge of self-directed learning, it’s worth investigating programs that are less structured around traditional graduate seminars.

Before you decide to go with the latter, free-form variety of program, however, you want to be sure four things are true:

  • You’re self-directed as a student.
  • You click with at least one faculty member there who can serve as a mentor to you as you navigate the wide-open spaces of public history practice.
  • There are institutions nearby where you can pursue a meaningful internship.
  • The program’s graduates are meeting with a good deal of success in the job market.

Of course, these factors also are beneficial in a more traditional, course-based program, but they are absolutely essential in a program with fewer course offerings in the field.

Don’t forget digital humanities practice

Another big trend in public history in particular is the digital humanities, and if you’re interested in that, then in the U.S. currently the mid-Atlantic states are among the most popular places to be; George Mason University is home to the Roy Rosenzweig Center for History and New Media, the University of Virginia hosts the Institute for Advanced Technology in the Humanities and the Virginia Center for Digital History, and the University of Maryland offers the Maryland Institute for Technology in the Humanities.

I’m seeing more job position descriptions, as well as internship supervisors, ask for applicants with digital media skills in both public history and museums. One great thing about the digital humanities is the people who work in it are incredibly well-connected throughout history and its subfields, so the chances of networking your way to an actual job may be higher than in other subfields of public history practice. If you’re interested in the intersection of museums or public history and digital media practice, I recommend you contact faculty or staff at these programs.

Where can you find programs?

The National Council on Public History offers a guide to public history programs and the Smithsonian maintains a list of undergraduate and graduate programs, as well as certificates, in museum studies, historic preservation, decorative arts, conservation, and more. Wikipedia’s page on the digital humanities provides a list of digital humanities centers.

I want your questions and comments.

Questions? Leave ‘em below, or e-mail me at leslie -at- museumblogging -dot- com.

Public history and museum professionals–let’s help out our prospective colleagues here in the comments section.  What advice would you give about selecting a graduate program in these fields?

*And good god do I wish someone had offered me some job-focused advice when I was considering my first second third all my graduate programs. Maybe then I wouldn’t have that top-secret M.A. in writing poetry or have been on the academic job market for five years (thanks, interdisciplinary Ph.D.!).

**I’m excluding, for the time being, scientific research positions and high-ranking curatorial jobs in elite natural history museums, botanical gardens, arboreta, aquaria, and zoos.  If you want that kind of work, my best advice is to get a Ph.D. in a scientific discipline, not an M.A. in museum studies.

***Good news: you get to choose. If you had decided to pursue a more traditional Ph.D. in the hopes of becoming a professor, you wouldn’t have much say at all where you wind up.  (As much as I like my current job, for example, I’m not in Boise because I love freezing winters and red-state politics. After five years on the job market, this is where I found an academic home.)

Filed Under: digital humanities, education, internships, professional development

Engaging in difficult dialogues

April 8, 2011 By 2 Comments

I’m attending the National Council on Public History conference in Pensacola.  Today was packed with interesting conversations.  I started the morning by attending a panel on civil dialogue in public history practice with Marla Miller of the University of Massachusetts, Amherst; Meghan Gelardi Holmes of Rutgers; and Lokki Chan of the Lower East Side Tenement Museum.

I’m not going to write about the 1.5 hours of presentations and conversation, but rather share a few of the things that stuck with me.

Developing Public History Students

First, Miller shared a list of four traits she said the faculty at the U. Mass Amherst try to cultivate in their public history students:

  • tact
  • diplomacy
  • patience
  • humility

It wasn’t clear to me if these are the top four traits they try to cultivate, or just those that relate to civility.

Regardless, it made me consider what might be the top four traits I try to cultivate in my public history students.  Here’s my first stab at that list:

  • resourcefulness
  • creativity
  • empathy
  • thoughtfulness

Students here are incredibly polite, so I suppose I’m less interested in Miller’s list (which many of the students here have mastered) than I am in dynamic engagement and thoughtful provocation.

What traits are you trying to cultivate in your students, interns, or staff, and why?

Past and Present, Stories, Engagement

Chan said that the among the goals of the Lower East Side Tenement Museum’s program that combines a tour with an hour-long discussion are

  • deromanticizing the past and complicating the present
  • highlighting the power of individual stories to inspire civic engagement
  • emphasizing that, in the words of Rev. Wilson Goode, “Every solution starts with a conversation.  It requires a willingness to talk and to listen.”

Drawing on Lois Silverman’s work on museum experiences as therapy, the presenters underscored that what docents wish to emphasize might not be what visitors take away from the tour.  If a docent in a house museum, for example, mentions that a woman miscarried, there’s no way of knowing that a visitor isn’t going through a similar loss.

Triggers abound.  Remember to be compassionate, to observe, and to listen.

A good deal of the conversation following the panelists’ presentations centered around getting the “Fox News demographic” to share authentically with the “NPR demographic,” and vice versa.  Especially in a place as loaded with history and politics as a tenement that was home to generations of immigrants, it’s important to establish an atmosphere where it’s possible for people to ask difficult questions and remain open to answers that might make them uncomfortable.

In My Classroom

On Monday, my public history grad students were treated to a presentation by one of their own, a student who served three terms in the state legislature.  He termed himself a “progressive Republican.”

I had to smile at such a rare description. In this state, politics are so far to the right that one commenter on a newspaper website recently pointed out that in any other state he’d be an extremist, reactionary, right-wing Republican, but in this state, he’s a conservative Democrat.

Anyway, this student talked about how, a few years back, he tried to introduce a bill to require state and county agencies to engage with the state historical society when they were talking about demolishing or altering buildings older than 50 years.

Apparently the bill prompted at least one legislator to point out that his outhouse was more than 50 years old–and he still used it.

We read over the proposed bill, discussed my student’s reasons for introducing it–and then had a very interesting conversation about working “across the aisle” when the aisle is more of a giant fissure.

Specifically, I asked my students what kind of rhetoric they might adopt if they were going to pitch a similar bill to today’s even more conservative state legislature.

The students came up with many examples, including substituting “Idaho’s heritage” for “Idaho history.”  I thought that was pretty savvy, as many of the legislators come from rural districts and either are ranchers  or have been at one time, and phrases like “Idaho’s agricultural heritage” or even “Idaho’s mining heritage” probably sound pretty good to them.

The former legislator also talked about the sexism of the House floor, and how many of the older male representatives expressed offense at women who dressed in a way that showed what they believed to be too much skin or–God forbid–cleavage.  Class ended before we had the chance to delve into the issue of whether my young women public historians ought to dress modestly to meet the expectations of the power brokers, or if they should dress in ways that made sense to themselves.  I’m sure that would have been an interesting conversation.

I pointed out that being able to not only see an issue from another perspective but to speak the language of that perspective was very powerful indeed, and that it was a skill humanists seeking funding from penny-pinching legislators would do well to develop.  How can we teach students to empathize, and to voice their ideas in ways that appeal to people who would not normally find them appealing–all while remaining authentic to their core selves so that they don’t feel slimy?  (Of course, this idea applies not only to humanities appeals to conservative legislators, but also to any context where there are two or more groups of people who tend to talk past one another rather than with each other.)

Filed Under: civic discourse, conferencing, education, professional development

Between education and curation

March 19, 2010 By 3 Comments

(cross-posted from The Clutter Museum)

There’s been a ton of talk over the past year about how participating in social media—whether through blogging, social bookmarking, Twitter, Flickr, or whatever—can be a form of curatorial practice.

And I totally get the appeal of that particular metaphor. In fact, I understand that some people mean to use it in a very literal way, in the sense that they see themselves as imposing a welcome order or useful narrative on a very unwieldy collection of internet artifacts. I’ve seen some people I think are absolutely brilliant using the term this way.

Those who know me well know I don’t roll out my Ph.D. lightly. But as an (OK, adjunct) professor of museum studies and soon-to-be assistant professor of public history, I have to call bullshit on this one. As a lover of metaphor and as a poet who embraces all the possibilities of metaphor, I completely expect commenters to tell me to loosen up in this case. In fact, I suspect I’ll come across as a snob. But really, this distinction—what is curating, what very much isn’t—matters tremendously.

Educators with some facility in social media have become particularly fond of the term. But education isn’t curating. Curating isn’t education. In fact, in many museums, curators and educators are, alas, at odds with one another. Traditionally, curators have developed a depth of expertise in a content area over years of study, while educators tend—and yes, I know I’m generalizing here—to be younger folks with less education and experience. Education positions have a ton of turnover, a ton of burnout; curatorial positions come with more prestige and a sense of ownership of a position, sort of like tenure. Curators have at least a master’s degree and frequently a Ph.D. Educators have undergraduate degrees and increasingly, in this era of incredible competition for jobs, master’s degrees.

I don’t mean to imply that curators are above the fray, that they hold themselves at arm’s length from education. But their function is different. Curation is not a process of choosing the best resources to help other people learn. It’s much, much more, and to suggest that social bookmarking, sharing links via Twitter, or using an internet platform’s algorithm to help you determine which songs belong on your internet radio station is curation is ridiculous. Differentiating among things you like and dislike, or resources that you think are good or bad, and then sharing those opinions with people as a collection of internet or educational resources, is not curation.

When people talk about “curating” via social media, they’re really talking about filtering, and curators do so much more than filter. You can’t, I’m afraid to inform Robert Scoble, just “click to curate.” In fact, the absence of talented curators makes a given educational context degenerate, in newcurator’s most excellent formulation, to reality television.

Educators also do more than filter. They translate the curator’s research and expertise into small bites digestible by the general public or schoolchildren. This is a talent unto itself, and—as a former museum educator and exhibition developer—it’s not easy to develop because informal education diverges so spectacularly from what we’re all taught is supposed to happen in formal educational settings.

The conflation of a combination of sharing, digital resource connoisseurship, and online teaching and learning with a form of curation not only devalues the actual practice of curation—and by extension the time, effort, and passion it takes to develop sufficient expertise to become a curator—but also obscures the skills we hone as we navigate sharing on the social web.

We need a new term for folks who are developing (or who have already developed) the depth of expertise that marks curatorial work, but who also practice the distinctive forms of teaching and learning engendered by the social web. It’s not exactly edupunk, and it’s not museopunk.

In my mind, the people—and particularly academics—who occupy this space practice Keats’s “negative capability”: they are “capable of being in uncertainties, Mysteries, doubts without any irritable reaching after fact & reason.” By this I mean they get the tension—apparent to anyone who has planned a college course or an exhibition—between helping students or visitors develop content expertise and giving them opportunities to think critically and creatively. Doing both of these things simultaneously—cultivating expertise and promoting real intellectual development and discernment—is incredibly difficult to do from a lectern. The social web, like a provocatively interactive museum exhibition, offers new possibilities for this kind of participation in, and service to, the world.

California Academy of Sciences botanical curator Alice Eastwood standing on the scarp of the San Andreas Fault, 1906. Eastwood was both a curator and an educator.

What we call that exciting—and dare I say disruptive?— role is open to discussion and debate. Kindly leave your witty neologisms in the comments.

Update: Just saw this article on the new curators in the New York Times, which in some ways undermines my argument and in other ways reinforces that curating is its own special skill set. An excerpt:

It is also a group plugged in to all areas of museum life. They don’t simply organize exhibitions, they also have a hand in fund-raising and public relations, catalog production and installation. “The old-fashioned notion of a curator was that of a connoisseur who made discoveries and attributions,” said Scott Rothkopf, 33, who is the latest full-time curator to join the Whitney Museum of American Art’s team. “A lot of that work has already been done. The younger generation is trained to think differently, to think more about ideas.”

Filed Under: curation, education, informal learning, online tools, social media, web 2.0

Professional development in museums

May 4, 2009 By Leave a Comment

Note: This is a revision of an earlier version of this post.

As an adjunct professor in John F. Kennedy University’s graduate program in museum studies, professional development is frequently at the front of my mind.

By “professional development,” I mean helping students and emerging museum professionals become more thoughtful museum thinkers and makers. I’m talking about learning to think more critically and creatively about both one’s niche within the museum world and the larger system of the museum (or museums). Much of the writing on museum theory and practice can contribute, of course, to professional development, but no number of how-to articles or books contextualizing contemporary museum exhibitions and programming is sufficient in itself.

The difference between learning how to do something in a museum context and developing oneself professionally within the museum field is frequently vast. It’s the difference between reading an article on how to grow tomatoes (and subsequently planting tomatoes) and reading a book like Food Not Lawns and planning a suburban or urban garden that recycles resources via a system of ponds, swales, compost heaps, and seed preservation.

The most effective professional development takes place within systems and networks.  In my experience, the best professional development frequently happens spontaneously, in the form of “a learning community assembling itself on the fly.” I borrow this phrase from Gardner Campbell’s talk for the University Continuing Education Association’s 2009 conference.  Campbell emphasized the importance of catching a thought and pushing it along via conversations and networks–in Gardner’s example, by tweeting  and retweeting on Twitter. “It’s a very playful way to interact,” Campbell said. “It’s purposeful, too. And you can’t control it. You shouldn’t try to shape it too narrowly. There are other things we can do for that. The term paper is not going away. The research project is not going away. . . Pushing the thought along actually lends a kind of vividness, a kind of energy, a sense of shared purpose to whatever you’re doing in a learning situation. It’s quite remarkable.”

I’m a bit embarrassed that I haven’t directly addressed this topic in previously in a blog post. I spend 40+ hours a week in the University of California, Davis, teaching center, trying to get faculty to be, in my mentor Jon Wagner’s phrase, more thoughtful about teaching undergraduates. I also help graduate students be more effective instructors, and I’ve founded a professional development consultancy. In short: I “do” professional development. I also teach museum studies graduate students, inculcating them into the field via an introductory history and theory seminar and by overseeing their master’s theses. I have quite a bit of experience and expertise in what works and what doesn’t in professional development in academic and nonprofit contexts; I’ve just never synthesized those experiences in writing.

In this post, I’m going to look at some best practices in professional development as well as look at the learning communities that are sprouting organically or intentionally from various social media platforms.  By looking at these phenomena, I’m confident we can plot a more deliberate course–and yet one customized for each individual–for the professional development of our students, our colleagues, and ourselves.

Seven best practices in professional development

1. Professional development must be anchored to learning objectives.  Professional development is not about “training” or just being polished and well-informed.  A professional within the museum field is someone who can demonstrate knowledge of the field, yes, but also someone who is an experienced and open-minded learner, someone who

  • cultivates broad networks within and across institutions,
  • communicates well verbally or in writing,
  • is a savvy and generous collaborator,
  • exhibits an extraordinary degree of resourcefulness, and
  • balances critical and creative thinking.

The challenge comes when we try to specify the desired outcomes of these objectives, when we translate them into behavioral objectives on a professional development plan.  These behavioral objectives will vary depending on the individual’s interests, institutional needs, and the size, focus, and scope of the museum.

For example, specific and measurable learning objectives in a year-long professional development plan as stated by an emerging museum professional who is in education at a small textiles museum but who has an interest in moving into curation at some point in the future might include:

  • Determine which research emphases textiles are in demand (either at her museum or in the field more broadly), pick one, and read at least six books and exhibition catalogs, as well as multiple recent journal articles, on those textiles and the cultures producing them.
  • Contact relevant journal editors and volunteer to write reviews of recent books of interest.
  • Establish a collegial, and preferably a mentoring, relationship with an expert textile cleaner or restorer.
  • Start a blog that educates laypeople about specific textiles’ origins, significance, and/or conservation.  Curate a resource page of links to, and a bibliography of, materials on the subject.
  • Attend a museum conference that textiles specialists are likely to attend.
  • Join relevant associations or research groups in the museum field or textile industry.
  • Research undergraduate courses and/or graduate programs that offer hands-on experience with textiles.

2. Conversations are essential to professional development. If you’re working at a small museum, you may find yourself without many people to talk to about what you’re working on. So, for example, if you’re a museum educator who is looking to find more thoughtful methods to interpret a new exhibition, you should be talking to someone who has interpreted an exhibit in a way that intrigued or inspired you, and engaging with the teachers who will be bringing their students to the museum. These aren’t just sound practices in exhibition interpretation; they’re opportunities for you to learn more about what’s going on in other museums and what teachers feel their students aren’t able to get from a traditional classroom experience.

3. Effective professional development stimulates more creative and critical thinking.  By critical thinking, I mean analytical thinking, the ability to break down a scenario or information into its constituent parts and immerse oneself in studying and critiquing the details. By creative thinking, I mean synthesizing information from diverse sources to create something new and interesting. That means, of course, that the best professional development opportunities offer specific case studies for participants to study and address as well as particular problems for them to solve.

4. Professional development allows individuals to create their own networks by introducing them to network nodes in their areas of interest.  A node is someone who is well-connected in their field or across disciplines or genres of museum participation. We all know people like this in our own workplaces, the people with 500 Facebook friends or 2,000 authentic followers on Twitter. These nodes draw on the expertise of their networks with a simple query via Twitter, blog, or e-mail, and connect individuals with one another.

5. The best professional development has both online and face-to-face components. Professional development is local and national and international. Museums should pool resources and collaborate with other institutions in their region for the mutual improvement of their staff members. We see this beginning to happen with the Balboa Park Cultural Partnership’s formation of the Balboa Park Learning Institute. Here’s a description of the project from the IMLS website:

The Balboa Park Cultural Partnership, a collaborative organization comprising 24 diverse museums and cultural institutions in San Diego, will establish the Balboa Park Learning Institute (BPLI).  Over the three year project period, BPLI will design a professional development program targeted to the 2,500 professional staff members, 500 trustees, and 7,000 volunteer staff members in the park’s museums.  As BPLI expands, the classes will be made available to museum colleagues and volunteers outside the park. BPLI will develop and present 66 workshops to build knowledge and skills in core museum competencies. Professional evaluation and assessment throughout the
project will prioritize learning needs and refine program delivery techniques. Three symposia will also be offered, bringing together
staff and volunteers from park institutions and beyond to learn about and discuss best practices in museum management and leadership.

Workshops and symposia should emphasize not just content coverage but conversations and connection. These connections and conversations can continue in an online forum, either one specifically set up to further the conversations started at the specific event or a more common tool like Twitter or Flickr.

The platform you choose is important. For example, in my experience, people aren’t going to contribute to a wiki set up for a one-time event, but they might visit a site that aggregates filtered content from their individual Twitter streams or blog feeds. (Select and promote a hashtag (e.g. #aam09) that people can use in their tweets or a tag to use in Flickr and on blogs.) If you have an ongoing project, a group blog or wiki (see, for example, the Smithsonian’s Web and New Media Strategy wiki) might be a better place for everyone to contribute. Or, you might partner with a forum like Museum Professionals to expand the learning that takes place at your professional development events beyond your institution(s) and encourage your participants to engage with professionals from outside your institution.

6. Professional development should be viral. In addition to finding a space for conversations to take place via forums, photo streams, or microblogging, arange in advance with museum blogs to have your staff write about your professional development event in guest posts on others’ blogs. In this way diverse but informed voices can join the conversation.

Similarly, if you missed a conference–say, the American Association of Museums conference or Museums and the Web–be sure to search Twitter for the appropriate hashtag, for example the 2009 AAM hashtag, #aam09. In such conference microblogging streams, you’ll find a wealth of information about what’s going on at the conference, links to conference content, and discussions taking place among attendees–which you should feel free to join in, even if you aren’t at the conference. Many times I’ve been at conferences where the conversations were enriched by people “attending” remotely via Twitter.

7. The best professional development makes space for evaluation. Let’s look back at our hypothetical emerging museum textiles professional in #1.  How shall we go about evaluating the professional’s success in meeting her objectives?  Measuring collegiality, for example, is difficult.  This is a huge topic to address here, but you can expect to see it addressed in a future log post or in one of my museum professional development newsletters.

Ready for more professional development recommendations? Part II of this post, which will focus on social media, is coming soon.

Filed Under: blogging, conferencing, education, online tools, professional development, Smithsonian, social media, social networking, staffing, web 2.0

What can museums learn from the decline of American newspapers?

April 2, 2009 By Leave a Comment

(Cross-posted at BlogHer)

Those of you who know me well know that my husband is an all-around, old-time, self-described “newspaperman.”  He’s done writing, editing, photography, graphic design, web design, telepimping (coordinating a newspaper’s classified-ad and voicemail-based dating service), and anything having to do with “putting the paper to bed”—that is, getting it to the printer.  And in fact, we met ten years ago when I was (briefly) a reporter and he was production manager of a thriving community newspaper.  So there’s a special place in my heart for the American newspaper, and especially the small, independent, scrappy community newspaper.

But there’s also a place in my heart for—and a good deal of my brain dedicated to—museums of all stripes.  And since both museums and newspapers are community institutions that aim to inform, advise, and entertain, there are some lessons—cautionary tales, really—museums can learn from the death spiral of newspapers.  Much of what I say here is basic business common sense, but the decline of the newspaper industry gives us an opportunity to check in with our institutions and brainstorm new opportunities.  Here, then, is my advice:

1. Even in a new media age, don’t water down your original product. For newspapers, the crumbling of their product began several years ago with newspapers trimming the width of their pages, and then the decline snowballed with fewer comic strips and stock listings, consolidation of sections (e.g. business with regional or metropolitan sections), then the removal of certain sections on some days of the week (e.g. no more features sections—bye-bye, Home & Garden—on Tuesdays).  It’s been a death spiral: advertising declined; printing and paper costs rose; newspapers decreased in breadth and depth (literally and metaphorically); people unsubscribed; advertisers saw smaller circulation numbers and pulled their ads; repeat cycle.  Now, whether this product needs to be delivered on paper is debatable, but newspapers needed to find a way to get their content—in whatever form—in front of people without decreasing its quantity or quality.  Don’t let the apparent value of your product decline, even if that product morphs into a new medium.  Remember, “rich media” doesn’t guarantee an enriching experience.

For museums, this means thinking not just about mission, but about what products exactly your primary audience enjoys.  Hands-on exhibits?  Outreach programs?  Tours of a garden or arboretum?  Classes?  Historical reenactment?  In an economic downturn, museum visitorship frequently increases.  Which of these programs will you expand, and how will you know which to increase?  What opportunities will people have to continue their experience and learning after their visit?  As you ask yourself what to build upon, consider this reflection on newspapers from the American Journalism Review:

One of the rules of thumb for coping with substitute technology is to narrow your focus to the area that is the least vulnerable to substitution. Michael Porter included it in his list of six strategies in his book “Competitive Advantage: Creating and Sustaining Superior Performance.” The railroads survived the threat from trucks on Interstate highways and airlines by focusing on the one thing they could still do better: moving bulk cargo across long distances.

What service supplied by newspapers is the least vulnerable?

I still believe that a newspaper’s most important product, the product least vulnerable to substitution, is community influence. It gains this influence by being the trusted source for locally produced news, analysis and investigative reporting about public affairs. This influence makes it more attractive to advertisers.

By news, I don’t mean stenographic coverage of public meetings, channeling press releases or listing unanalyzed collections of facts. The old hunter-gatherer model of journalism is no longer sufficient. Now that information is so plentiful, we don’t need new information so much as help in processing what’s already available. Just as the development of modern agriculture led to a demand for varieties of processed food, the information age has created a demand for processed information. We need someone to put it into context, give it theoretical framing and suggest ways to act on it.

Replace “newspapers” and “journalism” with “museums” and “exhibition development,” and you have some new food for thought.

2. Keep your product in front of your customers. Make “getting together” with your customers at regular intervals a habit. (For newspapers, this meant daily subscribers and the occasional Sunday-only subscribers.)  Make your product or service a sensory experience, and join it with others.  Newspaper readers heard the shifting of pages, felt the flutter of air on their faces as they flung a section open at arm’s length, felt ink dry out the skin on their fingertips, smelled that distinctive “newsprint” scent.  Many people associated newspapers with the taste of coffee or orange juice, the comfort of toast, the rocking of the train or subway, the feel of cold bare feet on the driveway.

How is your museum providing a sensory experience?  How are you going beyond vision and hearing as sources of input?  And with what do your visitors associate your museum—by which I mean things they can’t get from your website?  Think about the smell of redwood trees at the trailhead near your museum, the rush of adrenaline at the moment they first step from the Metro escalator onto the Washington, D.C. Mall to find themselves surrounded by Smithsonian museums, the surprisingly pleasing smell of tar once it’s recontextualized via the La Brea Tar Pits, the occasional gross-out factor of scientists dissecting or prepping oozing specimens in a lab within view of the exhibit floor.

If you do want more visitors to your web site, don’t just tell them what goes on at the museum by offering a calendar of events or a summary of exhibits and experiences.  Instead, share your collections.  Give visitors a taste and encourage them to come see the real thing.

3. If you’re a small museum, don’t aim to be too big.  Instead, embrace the local and hyperlocal. The smaller a geographic area your museum serves, the broader the swath of the population it can serve.  Children’s museums and science centers may need to serve several cities, and their clientele usually age out of their offerings.  Remember: your niche need not be demographic; it can be geographic.  A much smaller museum can focus on one city and surrounding towns, yet provide experiences for a more diverse demographic, including, for example, seniors and new moms whose kids aren’t yet old enough to enjoy the museum. Newspapers that have remained competitive serve all readers.  They haven’t just chased the young in hopes of cultivating a new generation of subscribers to the print edition.  In addition, the most successful newspapers had more female readers than male, even though they didn’t see themselves as targeting women consumers.

Is what’s on your exhibition floor of interest to your visitors because it’s generally interesting, or because it’s locally interesting?  Consider opportunities for furthering civic discourse.  If your town has for years been up in arms over what to do with traffic on one of its main thoroughfares, then your institution should be, depending on its type of museum:

  • creating exhibitions with information about traffic engineering and giving visitors opportunities to practice individual and collaborative decision-making.
  • telling the history of the street and how the surrounding neighborhoods have evolved, including collecting stories from current and former residents.
  • hosting public forums or town hall meetings about the street in question.
  • having an arts competition (with (donated) prize breakdowns by age bracket and a special section for professional planners and landscape architects) to craft a new vision of the street in whatever media makes sense (paint, pencil, model, multimedia).

4a. Consider equity of pay and opportunity. At the big newspapers, the investigative reporters and top columnists make a good salary.  Not so much at the smaller papers.  At the (very profitable) community newspaper where I worked in 1999, my starting salary as a journalist was $22,000—and I had an M.A. in English/writing and plenty of clips already to my name—and I didn’t get a day of vacation until I had worked there for a year, and then I only received 5 days each year.  We worked holidays and didn’t have a sick day policy—basically, you went home if you were throwing up in the storage area, er, newsroom.  Our contracts (illegally, I suppose) forbade us from discussing salaries, but I suspect the features editor, who had been there many years, didn’t quite make $40,000.  Mr. MB, who had years of experience but only a high-school education, made upwards of $50,000, and as production manager he received a bonus every time the paper went over a set number of pages because it meant he had to do extra work.  The reporters, who had to write stories to fill the space around the extra ads sold that week, didn’t get any additional pay on the many weeks the newspaper grew.  But you know who was really making buck?  The salespeople.  Some of the display ad folks and at least one of the classified people were rumored to be making six figures.  These folks were investing in additional real estate in Southern California.  Me, I was living with my parents.

Yes, I was the new kid on the block, but I’ve seen this inequity in the ratio of labor to pay in many newspapers.  It’s why young people don’t stick with reporting for community newspapers; they can’t afford it.  Why write articles about parking enforcement for the local paper when I can get another 8-5 job that pays far better, and then blog in the evenings and weekends about stuff I really care about?  No, I’m not writing hard-hitting investigative pieces, but nor was I doing so for my community paper.  So:

4b. If your museum has a lot of turnover in educators and other front-line personnel, ask why. Those kinds of jobs (I’ve had ‘em) are repetitive and tend not to pay very well, so there’s a high rate of burnout.  If you can’t afford to pay your educators and other customer-service employees more, find other perks to give them, such as more flexible schedules, a wider choice of health insurance plans, or the opportunity to work on projects that stretch their knowledge and challenge them, such as writing exhibition labels, brainstorming possibilities for grants, and developing new programs.  Even though I didn’t get much of a bump in pay or resources when I moved from education to exhibit development, the new challenges (e.g. producing a hands-on, inquiry-based, 1,200 square-foot exhibit with a materials budget of $100) and opportunities (getting to work with new tools and think in different ways about audiences) meant I was happy to stay on staff.

Today I work with graduate students who have committed themselves to museum careers.  They’re required to work in museums prior to being accepted to the program, they work for museums while they’re in the program, and they get pretty good placements when they graduate.  But they’re entry- to mid-level museum staff in their 20s and 30s (and, less frequently, 40s and 50s and 60s), and they’re tired all. the. time.  They love the missions of their institutions, but they crave challenges beyond their day-to-day duties.  Give them a chance to impress you by dropping an unexpected, interesting challenge in their laps.  You may be repaid handsomely.  One of my students recently wrote to me asking how much credit she should ask for—and how she should ask for it—as the very large museum for which she works plagiarizes from her thesis in the process of revising its business model.  These young folks (by which I mean people my age! ;) have HUGE ideas to contribute.  I remember being among young museum staffers tossing out really great ideas (IMHO) at staff meetings, only to see the institution take an opposite tack and fail in some significant, programmatic way.  This was particularly true when development people pulled together grant and foundation proposals without consulting front-line educators or program evaluators.

5a. Have multiple revenue streams. Craiglist and Monster.com decimated classified advertising in most categories that had previously been published in newspapers: items for sale, job postings, people-seeking-people ads, etc.  Although admissions may rise slightly during a recession, economic depressions do make museums think hard about revenue beyond the gala fundraiser, the grant, and children’s birthday parties.  Look at your mission and see what products and services you can provide to your community—and beyond—that meet an unfulfilled need.

Find new streams of revenue instead.  I’ll elaborate on some of these in the next section.

5b. Beg, borrow, and steal alternative business models. Changing your business model doesn’t have to mean compromising your mission; it does mean being more flexible and creative in the ways you finance it.  And it doesn’t mean doing the obvious thing.  For example, many paid-subscription papers are considering moving to an online-only subscription- or advertising-based model, or to online articles supported by micropayments. Yet many of the newspapers that are best weathering the economic storm are actually free weekly, hyperlocal papers.  For example, the newspaper company where my husband and I met had two papers: one was delivered to doorsteps in a high-income zip code within a large city, and the other, offered on newsstands, provided news of interest to downtown politicos and businesspeople.  Advertisers in these publications have a very good idea of who’s reading these papers.

Building on these ideas of niche audiences:

  • Offer free admission to specific target audiences, sponsored (via ads in e-mails, flyers, and on site) by advertisers relevant to the specific audience. (Caution: I’ve seen display ads in senior newspapers.  They can be very depressing and prone to stereotyping.  Select your advertising partners carefully.)
  • If some of your staff have expertise they might offer others in your community, rent them out for a few hours at a time or by the small project at a higher-than-their-usual rate  to businesses, universities, and other nonprofits.  Chances are there’s someone on your staff who knows quite a bit about database management, grant writing, cultivating the lucrative family market, new media, or partnering with other organizations to increase revenue—all high-value skills that are in demand.
  • Organize niche conferences in a field related to your museum’s content or location. Bring in sponsors and charge admission. A hands-on children’s museum might host a conference—complete with keynote speakers and submitted panels—on any number of topics, including engaging gifted children in an era of high-stakes testing and No Child Left Behind or making learning accessible, inside the museum and out, to children (or anyone else) with disabilities.  A community-facing art museum might put together a conference on art therapy, and a history museum with a newly discovered artifact related to Abraham Lincoln might host a symposium on Lincoln combined with a conference for Lincoln enthusiasts.  Thanks in part to web platforms that handle registration and billing, conferences don’t have to be a nightmare to organize, especially if everyone in your organization pitches in.  (Check out this testimonial about conferences from NewWest:  “Everything on the Website is free, but we have about 1,000 people who pay $150 or $300 or $500 a year for their NewWest experience. This experience comes through conferences and events, which have been a major revenue source and an excellent promotional vehicle for our site. The conferences are content-driven – programming a conference is in many ways very similar to editing a magazine – and thus we see it as part-and-parcel of the journalistic mission, not a distracting commercial add-on. If anything, people like conferences even more when they spend so much time interacting via a computer screen. Conference attendees are our loyal subscribers, and they pay a lot for our content.”)
  • Create children’s workbooks to accompany your exhibition, but make sure they’re stand-alone, too.  Offer them as paid downloads or in print versions in your museum store.  Many museums already create pre- and post-visit activities for teachers, so why not expand on these and offer them to visitors (and non-visitors!) instead?
  • Make your content available at services like CafePress and Zazzle.  I’ve seen a lot of cool material culture and ephemera I’d love to have printed onto a poster on high-quality paper like the premium posters created with UV-resistant archival inks printed on heavy paper.  Offer links directly from key artifacts to these services, and set up a storefront at each of these services as well.

6. Don’t ignore or dismiss the blogosphere. Nina Simon’s Museum 2.0 is packed with fabulous ideas that I’m confident will drive museums over the next decade. Museum Audience Insight offers just what it promises–thoughtful insights on museum visitors. The informatics folks blogging at conference.archimuse.com also point to new developments that can serve as inspiration or case studies for your own museum’s evolution.  PreservationNation keeps museum folks up to date with the latest developments in historic preservation. Signtific is another new source of inspiration on engagement and participation.

What are your thoughts?  What else can museums learn from the decline (or relative success) of newspapers?

Filed Under: civic discourse, education, revenue, staffing, visitors

Dangerous travelogues

January 17, 2009 By Leave a Comment

I’ve become quite enchanted lately with the tweets of many of the museums and related institutions I follow on Twitter. I’m a sucker for a link to a picture or video of a baby animal, even if it is an amorphous little shark pup. That said, I’ve noted some carelessness lately in the way institutions tell stories about their animals. Check out this video, for example, from the Georgia Aquarium:

Issues of animal transportation, care, and trauma aside–and I do believe aquaria on par with the Georgia Aquarium adhere to best practices in this regard–moving this one animal has expended a tremendous amount of energy. The manta ray’s carbon footprint went from zero to who knows how large.

Zoos and aquaria have two primary narratives: “We bring the world’s animals to you” and “We bring the animals here to study and save them.” Yet as visitors to these institutions finally begin to catch on to the whole giant carbon footprint = climate change = harm to animals and their environments equation, zoos and aquaria are going to have to learn to either counter narratives of wasteful transportation (a dangerous travelogue) or limit their acquisitions to local and regional species. Although the Georgia Aquarium is a spectacular institution that features local species as well as animals from around the world, I must admit I’m more sympathetic to aquaria, such as the Monterey Bay Aquarium or the Long Beach Aquarium of the Pacific, that focus on the bodies of water on which they sit, even if they be (as in the case of Long Beach) especially large ones.

“But Leslie,” you say, “the Georgia Aquarium is being transparent in celebrating its ingenuity in bringing this ray to the public. Can’t you let them tell this one story?”

Sure, one story. But then there’s this:

Same kind of story, only with a less charismatic animal and not quite such spectacular technology. I’m sure if I searched I’d find plenty of other dangerous travelogues from zoos and aquaria.

For decades zoos have been tweaking the enclosures of the animals they have on display in the hopes, among other goals, of reducing stereotypies and other unhealthy behaviors. As zoos increasingly move elephants off display because zoo environments are antithetical to elephants’ good health, thoughtful people are going to wonder if whale sharks and beluga whales really do belong in relatively small tanks (as they already wonder about displaying dolphins), what kinds of energy go into supporting them, and in what ways we’re damaging not only the animals but the environment. (Kudos, by the way, to the Cal Academy’s Steinhart Aquarium for eschewing the “crystal clear” industry standard of aquarium water in favor of a more energy efficient system that uses less electricity and water because it requires less filtering.)

These dangerous travelogues remind me of a Sea World phenomenon Susan Davis highlights in her book Spectacular Nature:

[W]ith few exceptions complexity, local connections, and controversy are missing. Sea World’s environmental messages are little different from the flat morality play of the rest of corporate environmentalism in their emphasis on individual responsibility for cleaning up litter. (150)

I don’t mean to equate our nation’s best aquaria with Sea World, but there are parallels in that the aquaria are sending mixed messages when they roll out these dangerous travelogues–by which I mean narratives and actions that are dangerous for the environment and dangerous for public relations. And it’s not just travelogues about animals coming to the aquaria that are problematic–it’s also the stories these institutions (don’t) tell about the impact of human travel (daily or otherwise) on the earth.

At the Monterey Bay Aquarium and, I’m sure, at other aquaria, visitors can pick up wallet-sized cards that help them decide whether to buy, for example, wild or farm-raised salmon. I’ve seen elsewhere cautions that people need to cut up the plastic loops that hold together six packs of soda or beer. While these certainly are steps individuals can take, they do not challenge the complicity of larger entities–nations or corporations–in the threats human activities pose to ocean life.

This brings us, of course, to corporate sponsors. When the New England Aquarium receives donations from energy companies or the World Aquarium in St. Louis accepts donations from automobile, beverage, and pharmaceutical corporations whose industries may be polluting the earth and its waters, those relationships should be made transparent. What are aquarium visitors not hearing about pharmaceuticals in our waters and the ways they threaten freshwater and marine species?

Photo of Georgia Aquarium’s manta ray by Tim Lindenbaum, and used under a Creative Commons license.

It’s nice to provide visitors with cards about which fish to eat or not eat, or postcards they can mail directly from an institution asking their local representatives to vote for a bill to form, say, a marine preserve or to fund more marine research. But at the same time, aquaria need to be telling visitors that they can do more–much more–but that doing so requires collective rather than merely individual action. Aquaria and zoos and natural history museums must learn to better harness the thoughtfulness and excitement of the one percent of visitors about which Nina Simon wrote yesterday.

And putting videos on YouTube of manta rays being flown across the country? That’s not the way to engage that one percent; it raises their hackles rather than their enthusiasm.

Filed Under: aquaria, civic discourse, education, environment, exhibits
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