What a visit to museums gives. Essays What Museums Are For

• upload photos from a museum, park or estate confirming the visit?
  On the My museums page in your personal account, opposite each museum that is added to the My museums list, there is a window for attaching a photo.
• can I get assignments?
  Assignments for museums and estates are issued on site by employees.
  Park tasks can be downloaded independently from the park page. Detailed information how to download park assignments and how to send answers can be found on the page How to send park answers.
  
• are the results published?
  On the My results page in your personal account.
• can you find the criteria for checking works?
  On the Job Review Criteria page.

What to do, if...

• no results from the museum, although I was there more than two weeks ago?
  You should write to the organizers by mail [email protected] indicating the participant's code, full name, museum name and date of visit. It is advisable to indicate whether the form was downloaded from the site or received from the museum.
• lost your travel animal?
  Select new animal and email the organizers [email protected] with pictures of old and new toys as well as the participant code.
• I would like to know which questions were given incomplete points for the visited object?
  If it's a park, you can see detailed scores in the My Park Answers section.
  If it is a museum or a manor, then in the My appeals section in your personal account, select the topic "Request for detail", then the name of the visited object and fill in the required fields with a request to send details.
• do not agree with the points awarded or do not understand the reason for rejection of the photo-confirmation of the visit?
  In the My appeals section in your personal account, you should select the appropriate topic and the visited object, then in the fields clearly and correctly state the reason for your disagreement with the assessment.
• it seems that the points for the visited sites are not being added correctly?
  Study the Calculation of Results section carefully. You are probably not taking into account one of the general scoring rules.
• uploaded a photo confirmation to the wrong museum?
  After rejection of this photo you should load this image instead, so we will consider the photo deleted.

When...

• will open a museum that is designated in the Catalog of Museums as one that "does not accept participants at the moment"?
  The organizing committee cannot provide such information in order to avoid misunderstandings. A museum is considered participating only if the museum has a corresponding status in the Catalog of Museums.
• will registration for the Olympics be closed?
  March 15, 2019.
• will the Final Prize Game take place?
  One Saturday in May, the date will be confirmed.
• will my results appear for the places I visited?
  Park results appear within two weeks of the date the replies were sent. Results for museums and estates appear within two weeks from the date of the visit to the museum. If your results are not more than two weeks, write to the organizers by mail, please.

Other

• How many museums, parks and estates do you need to visit?
  To be included in the general classification, you must visit 4 museums and 1 park or 4 museums and 1 manor.
  The criteria for determining the winners and prize-winners of the Olympiad, as well as the criteria for inviting them to the prize game, have been published separately.
• Do you need a travel animal in the photo from museums and estates?
  No, the travel animal is not needed in the photo confirmations of visits. It is only needed in photographs, which are answers to tasks in parks where you need to take a photo.

If you did not find the answer to your question, then you can ask your question to the organizers by mail [email protected] .

Basic definitions used in the Olympics

What is meant by the word "participant"?

A participant is one or more schoolchildren (personal or team type of participation, respectively) with or without accompanying adults.

• Important! The maintainer is not part of the team.

What is a Museum Invitation and where can I get it?

In fact, this is a pass to the on-site tour of the main stage of the Olympiad in a museum or a manor (see the section “Stages of the Olympiad”). The invitation can be downloaded via Personal Area in the Unified Registration System (a link to download the invitation can be found on the page of each museum). Each participant must have a printed invitation with him when visiting the museum or the estate. It must be presented at the entrance to the Museum and handed over after viewing the exposition along with the completed answers to the questions of the face-to-face tour.

• Important! Park invitations with quests are posted on the specific park page. The answers to the questions should be downloaded through a special form on the Olympiad website (the link is on the page of each park).

Books, music, museums and theaters open up something new in us every time. Some people cannot even imagine how one interesting book or a play played in the theater can change everything in a person at once, turning his world upside down. Is it possible to live life and never go to theatre or Museum? Just for the sake of curiosity.

Who has been, he knows.

Being, for example, in the theater, you seem to become a part of " temple of Melpomene". Before the start of the performance, as a rule, you make a trip to the past, examining everything around: photographs of actors and directors different generations, props. With the last bell, you enter the hall, taking your place, and plunge into the atmosphere of that time, which is discussed in the performance. You watch the actors play, listening to their every word, and it seems that you breathe a completely different air. Leaving the theater building, usually under the impression of what you saw, you understand that for some time your thoughts will not be easy to put together. But believe me, it's worth it. It's almost the same with museums. Only few people know that it is these institutions, where the entire history of this or that country is collected, that preserve the culture and traditions of the state.

The threat of extinction.

Take for example Russia... You can trace how cultural life has changed from ancient times to the present. People have ceased to value and respect everything that our ancestors so persistently sought. The language was gradually distorted, traditions were forgotten and deleted from the life of Russian people. Finally, the question arose about the possible disappearance of culture and native language soon. Many consider this state of affairs inevitable. I think it's never too late to fix the current situation. And people who still believe and value the history and culture of our country are able to change the future if they wish. There are, alas, few of them left, but they still exist. So as long as these people exist, the issue of disappearance can be considered closed.

"The Art of Reflecting Life".

If in museums we plunge into the history of our country, our ancestors, then, visiting theaters, as if through a magnifying glass we see our life from the outside, with all the joys and sorrows. Words immediately come to mind K. Stanislavsky: « If the meaning of the theater was only in an entertaining show, perhaps it would not be worth putting so much work into it. But theater is the art of reflecting life».
Museums and theaters were created so that everyone could study the history of their country, get acquainted with the immense and fascinating world of art and literature. Having met, learn something special, new for yourself and learn to live a different, spiritual life.

How often do you go to museums? Museums are real treasuries of emotions, feelings, knowledge. Let's be clear right away: art museums exist for you - yes, for you. Not only for schoolchildren on excursions, not only for seniors with a subscription, not only for snobs, scientists or erudites. They exist for you. For all. You have one hundred percent right to be there. No ifs, ands, or buts. Read these tips and you will get the most out of your museums and galleries.

Art is magic

Studies have shown that contemplating art stimulates, among other things, the motor cortex - the part of your brain that controls your body's movements. When you look at an object of art, you don't just see it or think about it, you feel it with your whole being. Literally:

You respond to a work of art with all your soul and all cells, it affects your feelings, mind, emotions and even your physical body.

Go to art gallery is like teaching a lesson in a crowded classroom: every child needs your attention; everyone wants you to listen to what they have to say. And all the paintings want to tell about a million things: about love, about religion, about prosperity, power, status, technical virtuosity and the ability to show oneself, about deep spiritual struggle and failures, about fantasy, magic, light, shadow, perspective, despair, and about many, many other things.

So here simple tips that will help you fall in love with paintings, museums and galleries.

1. Choose the right time

Use Google Maps to find out when the museum is least crowded. To do this, find in the cards desired museum and scroll to the Popular Times section. This, for example, looks like the distribution of people in the Louvre on Sunday.

Head there by 9 a.m. and the entire Louvre will be at your disposal, without the hustle and bustle. For fun, find on the map a museum in your city where you want to go.

2. Read the signs

As you probably know, most museums have signs on their walls that provide basic (and sometimes detailed) information about what you are looking at. You can find out the year when the painting or sculpture was created, the history of the creation and the meaning.

3. Take an audio guide

Many museums offer audio tours so that you can listen to information about works of art as you walk through the museum. You may want to go through the exhibition twice, first by reading the signatures on the walls or listening to the audio guide to gain information, and the second time using newly acquired knowledge to better understand what you have seen. Or, first, get a clean, direct impression of art, and then reinforce it with the acquisition of new knowledge.

The bottom line is no the right way... Do what you think is right.

4. Just stop

Every time you go to a museum, choose one or two rooms and admire each painting for a longer time before moving on to the next. You can enter the halls almost at random. Don't worry about choosing the best or the most interesting pictures because gradually you will bypass everything. You have as much time as it takes.

Just stop in front of a picture, look at it for at least one minute and try to understand how you feel.

If the museum is large, take a floor plan, choose a few paintings that you definitely want to see, and plan your route so that you can see each one in turn. Fortunately, on the way from one Really Famous Painting to another, you will pass many, many amazing piecĕ and you can enjoy them too. Bonus!

5. Trust yourself

Only you can know if a work of art is affecting you. Only you know what you like. Only you know what brings you pleasure. Only you know what makes you think, feel and see.

Trust yourself. Trust your feelings. Trust your ability to shape and nurture, develop and create your own taste.

Have the courage to articulate for yourself what you love and what you dislike. Have the courage to challenge yourself and expand your horizons. And ultimately, have the courage to be your own tastemaker. Even if you don't have the words to explain why you like what you like, you train your brain to love what it likes and know what it likes. And you can only be commended for that!

6. Put yourself in the shoes of an artist

Imagine if you could call anyone on your magic videophone. Anyone in general. Alive or deceased. Celebrity or recluse. Smart, funny, dreamy, crazy. And you could ask this person what life was or is like for him. How he saw the world. And everyone you call and ask will answer you.

They will tell and show you what it is like to be them, reveal to you their very essence. Do you know what is described here? Contemplation of works of art. When you look at someone's creation, you see the reality of the person who created it. Think about it, and you will have no doubts: this person was as real as you are.

Stand in front of a work of art and think about how the artist saw things, how he perceived the world. Reflect on his personal experiences and how they turned into a painting or sculpture.

This may sound very strange, but it is useful. Sometimes, instead of looking at pictures, it is interesting to look at people who are looking at pictures. The next time you are in a museum or some other place where people are admiring works of art, take a step back and observe for a while.

Pay attention to the ages and types of people who are attracted different genres visual arts... Take a closer look and see that everyone behaves in their own way in the museum: he walks, stops, starts moving, slows down, stands, squeezes. Who stops and stares at the picture for a long time? Who, it would seem, does not look at anything at all? Who looks at the phone more often than at pictures? Who can't shut up? Who is running forward? Who is lagging behind?

Observe, but do not judge anyone. All people are different, and that's not bad. If someone passes the hall quickly, this does not mean that he does not have his own wonderful experience of interacting with art. Think about what is important to you personally at the moment of encountering art.

8. Listen to conversations

Visitors may include: a) tour guides, b) art professionals, c) individuals with unusual views and tastes. And the conversations of all these people standing in front of the picture next to you are very interesting and entertaining. Once I wandered into the Van Gogh Museum in Amsterdam, and next to one picture I heard the guide describe how amazing this picture is. I would not stay near her for a long time, she seemed ordinary to me. But the guide said, “What kind of sky do you see? It's green. " "Indeed, green, how could I not have noticed this ?!"

Many beautiful paintings hang on the walls. Right now. Let the art penetrate your eyes and leave an imprint on your brain. Begin to see beauty, and joy will fill your heart in tiny drops.

Cultural objects - museums, theaters, libraries - are changing in last years, literally, before our eyes. Such familiar elements in business practice as interactive screens, online ticket sales, electronic catalogs and much more appear there. But it's not just technology. Museums and libraries began to be seriously interested in their audience, to work with it. The concept of "cultural product" and the specialists working with it: marketers and PR specialists appeared.

At the same time, “being interested in the audience” and systematically working with it are two different things. The latter requires professional research, but so far it is carried out only sporadically and usually set itself only descriptive purposes. We tried to partially fill this gap and demonstrate how to use survey data to solve business problems in the field of culture.

Project in format QuickTest was completed in January 2018 by companies ContentResearch(concept, data processing and analysis) and OnlineMarketIntelligence(conducting an online survey using our own access panel). The survey involved 14,500 respondents aged 18 - 65 years, living in cities with a population of over 50 thousand inhabitants. The sample structure corresponded to the Internet population of urban Russia.

We set ourselves the task of studying the consumer behavior of visitors cultural events and objects, determining the characteristics of individual audience segments and growth points. The respondents were asked questions about their attitude towards different types cultural recreation: visits to museums, visits to theaters and excursions. When analyzing the results, it was necessary, of course, to focus on one kind of objects. In this case, museums were chosen as such, but the results of the survey allow us to solve similar problems for excursions, theaters or lectures on art.

Key factor

The task that we solved, and this is a typical and frequently encountered task, was to identify segments that require a different marketing approach: in some cases it is necessary to encourage people to come to the museum for the first time (make a test purchase), in others - to come to the museum (buy) more often , thirdly, to spend more in the museum (to increase the average check). And, of course, all these segments must be able to distinguish by their external features, and more often by their combinations.

We have chosen the frequency of visiting museums as a key factor for audience segmentation. For her, we have identified five main groups, based on general information about human behavior. Similar background information can also be obtained as a result of desk research. In this article, we focused on the analysis of only one of them - “museum lovers”, but the algorithm for analyzing any group is the same, so if desired, the reader can continue to study the audience on his own. The table of correspondences between intuitive and measurable descriptors is shown below.

Survey results show that museum trips are a notable part of cultural life Russians - only every fifth noted that he had never been to a museum over the past five years. A group of approximately the same size goes to the museum quite regularly: once every two to three months or more often (amateurs + frequent).

Frequency of visits to museums, share,%, Russia, 2018

A source : data Online Market Intelligence , calculations Content Research

How do socio-demographic factors influence this dependence? This can be seen on interactive diagrams (it is recommended to open in new tabs). The buttons for switching are at the top left. Available for viewing depending on sex , age , education , number of children , R city ​​size , income per family member , marital status.

As can be seen from the survey results, gender is not too important when it comes about very frequent visitors. However, the less place museums play in the life of our fellow citizens, the more noticeable are the differences in mentality: women go more often. But in the segment of rare visitors, the gender proportions are close to the national average. Among those who do not go to museums, men are expected to prevail.

There is a noticeable dependence of the frequency of visits to museums on age and education. Young people are quite categorical: if they go to the museum, then often. If not, then not at all. As they grow older, these differences smooth out, so that in the 45-54 age group the share of frequent visitors is maximal and those who do not go to museums are minimal.

With education, everything is simple: the higher the level, the more often people go to museums. Moreover, students in this case behave in the same way as those who have already graduated from the university, and people with secondary education - the same as secondary specialized. An equally simple, albeit less expected relationship can be observed in relation to income: wealthy people visit museums more often than poor people. Apparently, the matter is still in the correlation between the level of education and the amount of income, the cost of a ticket is hardly a serious barrier.

But the marital status practically does not affect the frequency, it is possible to single out only a slightly larger proportion of childless who do not go to museums (40% and about 30% - 32% for people with children).

Targets and goals

When a marketer of a cultural object (in this case, a museum) is faced with the goal of increasing the efficiency of its organization, then the standard solution would be to set the following tasks:

A. Incentivize heavy-users to spend more by offering them additional services and paid services. This applies to those who visit the museum once every 2-3 months or more.

B. Encourage rare visitors to come.

B. Less important, but still necessary, seems to be the task of encouraging "non-visitors" to visit them at least once.

The optimal tactics for working with the "intermediate" group (average visitors) depends on the situation: these people can behave both as "neighbors (in the diagram) on the left" and as "neighbors on the right".

However, one and the same goal can be pursued in different ways. To choose the optimal one, you need to study the properties of the selected segment more deeply. Socio-demographic characteristics are not enough for this, it is necessary to understand the interests of these people, their lifestyle, etc. Here we restrict ourselves to analyzing one of them - "very frequent visitors".

How do those who often go to museums live?

The above data on the groups of visitors to museums allows us to describe a group of very frequent visitors. These are financially wealthy people with higher education(although there are also enough poor among them), there are many young people and a lot of the older generation, the middle generation is much less, and the rest is like everyone else. ...

The easiest way to understand the interests of these people is to find out how often they visit theaters, concerts and others. cultural sites and activities. This is possible, because in terms of their popularity, museums are very slightly inferior to the traditional leader - theaters. The share of “amateurs” is 6.7% and 7.3%, respectively.

Share of “amateurs” of theaters, museums and other cultural sites

A source : data Online Market Intelligence , calculations Content Research

Interestingly, the popularity of excursions, judging by the proportion of very frequent visitors, is statistically indistinguishable from museums. Opera and ballet, once so beloved, are losing ground. However, we are now more interested in something else: do amateurs go to museums as often as to theaters, to lectures, etc.? As the research data show, they walk. But not all and not everywhere.

Below we give one, but a typical example - about going to theaters. The attitude of museum visitors to other types of cultural recreation can be seen in interactive diagrams: lectures , excursions , concerts , opera / ballet

Where else do “museum lovers” go: theaters, share,%

A source : data Online Market Intelligence , calculations Content Research

As you can see from the diagram, the average value (Total) gives the wrong idea of ​​audience behavior - the spread between individual segments is very large.

Summing up, we can say that people loving museums, lead a culturally active lifestyle: more than half of them, as often as in museums, go to theaters, slightly less than half - on excursions, every third - at lectures. Thus, in order to engage such audiences in their orbit (and increase the frequency of purchases), museums must work in an integrated manner. But then another question arises: in what direction it should be led - after all, each museum has its own theme.

Popular Topics

Of course, there are no clear boundaries between the themes of museums, and those that exist are mobile. Organization of exhibitions by museums, lectures, etc. allows you to flexibly respond to the mood of society. However, these sentiments have so far been determined intuitively. Meanwhile, they can be measured. The data obtained clearly demonstrate that working with heavy-users should start with artistic themes, and it is better to win the favor of those who do not go to museums from places of interest.

“What museums are of the greatest interest to you?”, Share,%

A source : data Online Market Intelligence , calculations Content Research

It is interesting that each large museum has its own audience with individual qualities. During the survey, respondents were asked to name their favorite museums. Their list turned out to be quite long, but two groups can be distinguished: major museums, each of which received more than 150 mentions as the most beloved, and regional (regional and district), each of which, due to local fame, has 20 - 30 mentions. The first group includes the Hermitage (the leader of a kind of rating), “ Tretyakov Gallery, "The Pushkin State Museum of Fine Arts", the Russian Museum. To the second, local art and local history museums, as well as memorial museums regardless of their location. By the way, fame is not always accompanied by love, for example, the Moscow Kremlin received very few "votes".

Analysis of the audience of "fans" of several large museums, such as the Hermitage, the Tretyakov Gallery and the Pushkin Museum. Pushkin, shows that the preferences of these groups differ, and often quite strongly. For example, the share of "amateurs" of museums and theaters among fans of "Pushkinsky" is noticeably higher than among those who prefer the Hermitage.

Where else do those who mentioned large museums as their favorites go, share,%

Note: the diagram shows the share of "amateurs" (a term denoting the frequency of visiting) museums, theaters, etc. (horizontal axis) among those who named museums mentioned in the legend as their favorite: Pushkin Museum im. Pushkin, the Hermitage, the Tretyakov Gallery.

There are museums in the world on any topic, so do not assume that you will not find a suitable option for yourself. That being said, going to a museum can be tiring, overwhelming with information, and even boring if you don't have a smart action plan. Explore the information about the museum in advance, select the right time and make a plan for a hike with the kids for a real pleasure.

Steps

Part 1

Choose a museum that suits your interests. There are museums for arts, history, information, war, weapons, transport, sciences, animal husbandry, theater and many other types. Make a list interesting topics or items that you enjoyed while studying. Then, look for a themed museum in your town or a nearby town - this will make you look forward to visiting.

Visit the site of the museum. Today, many museums have acquired online platforms that allow them to make virtual tour by object. Choose a suitable museum and find out about the exhibits and events (exhibitions, tours, lectures) that are scheduled for the day of your visit.

Check the opening hours of the museum. Check the opening hours of the museum. At the very beginning and at the end of the working day, there are usually the fewest visitors, but if you go to the museum before closing, you will have to rush and risk missing out on exhibits that are of interest to you.

• Also check the museum opening hours on holidays and weekends.

1. Find out the cost entrance tickets. The museum website usually lists the price of adult and child tickets, so calculate the cost for your company. If you cannot pay with a card in the museum, then this should be stated on the website, so carefully read all the notes and do not forget to take cash.

   Choose a suitable vehicle. V large cities a trip to the museum is associated with high parking fees. Better to use by public transport like a bus or train. Also plan a route to reduce the amount of walking, as you will have to walk a lot in the museum.

   Come on a full stomach and in comfortable clothes. You should eat before visiting the museum to avoid the distraction of hunger. Choose comfortable clothes and especially shoes with comfortable insoles or instep support, as you will have to spend almost all the time in the museum on your feet.

Part 3

Read the information about the exhibits. Almost every museum has posters or plaques with important information about each exhibit. You probably won't have the time (and desire) to read every tablet. Read the details of selected exhibits, and if you have time, pay attention to other notable examples.

Listen to the audio guide. When purchasing entrance tickets, inquire about the availability of audio guides. Many museums offer electronic devices with phonogram for a small fee. Thanks to the audio guide, you will get a more detailed view of the exhibits without having to read the information on each plate.

Take a group tour. Some museums offer free excursions which start at certain time... As a rule, you need to come to the collection point and join the group, but sometimes you need to register or pay for such a service separately. find out necessary information on the website or at the ticket office of the museum.

Discuss your favorite exhibits with your fellow travelers. Chat with friends and family who have come with you. Find out which painting or fossil they liked the most. Please provide new information that surprised you. it good way talk to your companions and better understand the exhibition.

Take frequent breaks. If the museum has chairs or benches, feel free to sit on them at the first sign of fatigue. Does the museum have a cafeteria? Order drinks and chat with friends, after which you can continue your exploration.

Part 4

Choose a museum with activities for children. Museums often have special sections for children, but small, highly specialized museums may not offer additional entertainment. Choose a children's museum, aquarium, natural history museum, or planetarium. War museums or military equipment it is best to bypass it if your child is not old enough to understand complex information.

Educate the children about the rules of conduct in advance. Explain the basic rules: in a museum, you cannot shout, touch exhibits and run along the aisles. If the child wants to touch, then tell him that if each of the million visitors touched the picture, then nothing would be left of it. Show the kids interactive exhibits to touch, including shows at the aquarium or dolphinarium.