美術館展示說明設計與家庭觀眾經驗之研究

Exploring Art Museum Experiences with Exhibit Label Design: A Visitor Study Approach

過去博物館觀眾研究在主題與方法上多著重參觀行為模式的分析，對觀眾行為如何回應博物館績效目標與實際決策的著墨較少。特別對美術館這類展示內容多元且依賴觀眾自由詮釋程度也高的博物館而言，面對異質性高的觀眾群體時，需要更直接可參考的方法與策略。本研究根據閱讀與學習理論發展行為分析架構，並對應美術館展示說明的特徵與設計，評估展示說明對於家庭觀眾美術館經驗與學習的影響。採用個案研究方法並運用行為對映技術，透過參與式觀察與訪談蒐集共8組美術館家庭觀眾的口語及非口語互動資料進行分析。研究結果說明家庭觀眾對於展示說明的一般閱讀行為，以及閱讀不同類型展示說明的差異和原因，並據此提出美術館展示說明之設計原則與建議。

The rise of museum visitor studies has inspired a deeper inquiry into the functions and purposes of museums. However, visitor studies have long focused on the analysis of visitor behavior patterns in terms of research themes and methods, with less attention paid to how visitor behaviors respond to the goals and decisions of the museums, and therefore result in poor generalizability for the following museum practices. In particular, for art museums which have diverse exhibits but rely heavily on audience autonomous interpretation, there is often a need for more direct guidelines in methods and strategies when dealing with highly heterogeneous visitor groups, such as family visitors. This study therefore investigates the family visitors’ behaviors in art museums in general, and their behaviors of reading exhibit labels in specific, to understand and evaluate the impact of exhibit design on family visitors’ museum experiences and learning. Based on the literatures about reading and learning, a case study using behavioral mapping technique was adopted to develop a coding framework for behavioral observation. Data on verbal and non-verbal interactions of a total of 8 groups of family visitors were collected through participatory observation and interviews for analysis. The results illustrate the general reading behavior of family visitors to exhibit labels, as well as their differences and rationales for reading different types of exhibit labels. According to the findings, design principles for art museum practices in exhibit label design, and methodological suggestions for research design of visitor studies are made.