展示如何說故事？以國立科學工藝博物館常設展示廳為例

How Do Exhibitions Tell a Story? Taking the Permanent Exhibition Halls at the National Science and Technology Museum as its Examples

善用展示「說故事」打造博物館的品牌，不僅可拉近與觀眾距離及建立信任，提升博物館的形象與價值，同時，對營運有所加值。本文以國立科學工藝博物館頗受好評常設展示廳為例，探討展示如何說故事，吸引目標觀眾參觀及利於行銷。分析得知3 個主題式展示可說依照展示主題與內容的性質，從值得訊息以時序性或因果關係等鋪陳故事線，以區或單元等配置展示內容，並視展示的目的、理念及目標觀眾，利用生活中既有共同經驗與認知轉化為故事的背景，營造氛圍，設定具有知識性、趣味性等多重特性，以及應用各種說故事形式傳達知識，富於「寓教於樂」之效。簡言之，「說故事」展示喚起或活化觀眾既有知識記憶及經驗，產生共鳴而提升了參觀誘因及學習，引吸更多不同客群的參觀，助益了博物館的行銷與營運。 Making good use of “telling a story” to build a museum brand not only helps to narrow thedistance and build trust between a museum and its audience, but also improves a museum’simage and value. Meanwhile, it adds value to a museum’s operations. This paper takes thehighly acclaimed permanent exhibition halls at the National Science and TechnologyMuseum as its examples to explore how an exhibition tells a story, attracts its targetaudience, and facilitates marketing. An analysis of the three themed exhibitions suggeststhat their storylines can be elaborated from the perspectives of sequence and causalrelationship according to the characteristics of the exhibition themes and content, while theexhibition content is arranged based on an area or unit. Depending on the purpose,philosophy, and target audience of an exhibition, existing common experience andperceptions in daily life are turned into a backdrop of its storyline, whereby the atmosphereis created; the storyline is designed to be informative and fun. Various approaches to tell astory are used to disseminate knowledge, in order to combine education withentertainment. In brief, by evoking or refreshing the audience’s knowledge, memory, andexperience, exhibitions that “tell a story” can also resonate with the audience and thusincrease their willingness to revisit and learn. By attracting different visitor groups to visit amuseum, these exhibitions will prove beneficial to its marketing and operations.

Making good use of “telling a story” to build a museum brand not only helps to narrow thedistance and build trust between a museum and its audience, but also improves a museum’simage and value. Meanwhile, it adds value to a museum’s operations. This paper takes thehighly acclaimed permanent exhibition halls at the National Science and TechnologyMuseum as its examples to explore how an exhibition tells a story, attracts its targetaudience, and facilitates marketing. An analysis of the three themed exhibitions suggeststhat their storylines can be elaborated from the perspectives of sequence and causalrelationship according to the characteristics of the exhibition themes and content, while theexhibition content is arranged based on an area or unit. Depending on the purpose,philosophy, and target audience of an exhibition, existing common experience andperceptions in daily life are turned into a backdrop of its storyline, whereby the atmosphereis created; the storyline is designed to be informative and fun. Various approaches to tell astory are used to disseminate knowledge, in order to combine education withentertainment. In brief, by evoking or refreshing the audience’s knowledge, memory, andexperience, exhibitions that “tell a story” can also resonate with the audience and thusincrease their willingness to revisit and learn. By attracting different visitor groups to visit amuseum, these exhibitions will prove beneficial to its marketing and operations.