科工館委外特展趨勢觀察──從2009年到2019年

An Observation of the Trend of Outsourced Exhibitions at the National Science and Technology Museum Between 2009 and 2019

由媒體相關業者或展覽公司引進、主導的委外特展，以合作為名、在博物館中展出的模式，已在台灣持續發展了二十多年；而博物館從一開始的心存質疑轉變成現今的司空見慣，對社會大眾而言，參觀委外特展也成為日常生活裡的休閒活動。本文從一位博物館策展人的好奇心為始，將之定位為博物館展覽的一種特殊類別，以國立科學工藝博物館過去10年來曾舉辦的委外特展為研究案例，透過文獻探討、展覽本身的行銷介紹、實際觀展的經驗、觀眾問卷調查結果、以及觀眾的觀後感想（網路上所發表的），梳理出科工館辦理委外特展的發展趨勢，包括：展示主題設定偏向於現代流行文化，主要展示手法與特色的來源為現代物件與觀眾的拍照，展覽成為流行文化的載體，以及展示內容的詮釋與展場設計須創造出行銷亮點，還有降低策展成本的整體策略。並以此為鏡，提出台灣博物館專業面對委外特展時的建議，包括：面對外界競爭時，博物館更應用心於蒐藏、研究與策展，此方是博物館無法被取代的獨有特色；博物館在蒐藏、研究與策展時，應適度納入當代物質文化的物件與內容，與善用新的展示科技，以規劃出現代觀眾有興趣的展示；博物館可藉助與外界資源的跨域合作，擴大行銷的影響範圍；善用網路與新科技，創造博物館與觀眾更密切互動的新方式；最後，當博物館接納委外特展時，需同時衡量優點與缺點，謹慎以對。

Outsourced exhibitions are introduced, organized, and held at museums by media agencies or exhibition corporations in the form of collaboration with museums. Such exhibitions have been in development in Taiwan for over two decades, as museums gradually started to accept them as normal, albeit being doubtful in the beginning. To the general public, participating in these exhibitions has also become an option for leisure. This paper started out from the curiosity of a curator at the National Science and Technology Museum (NSTM), who categorized outsourced exhibitions as a kind of special exhibition and studied those held at the NTSM over the past decade. The curator concluded the developmental trends of such exhibitions at the NSTM via a literature review, marketing and introductions of exhibitions, experiences of participating in exhibitions, survey results, and participants' feedback published online. These trends include: having pop culture-based themes, displaying or being characterized by modern features or photos with participants, rendering exhibitions into carriers of pop culture, creating highlights of marketing via interpretations of content on display and designs of exhibition halls, while drafting overall strategies to lower exhibition costs. Based on the above findings, the curator provided suggestions for museums on organizing outsourced exhibitions: When confronted with external competitions, a museum should focus on its collections, research, and exhibition planning, as these are the unique features that cannot be replaced by others. In terms of said three aspects, objects and content from contemporary material culture should be included and novel technologies used, in order to organize exhibitions that can intrigue visitors. A museum can use external resources via interdisciplinary collaborations to extend the influence of its marketing. It can also create new ways to closely interact with participants via the use of the Internet or new technologies. Finally, a museum should approach outsourced exhibitions with caution, analyzing their pros and cons.