從非觀眾研究探博物館大學生觀眾之開發：以二二八國家紀念館為個案研究

The audience development of college students: A case study of the non-visitors of the National 228 Memorial Museum

紀念館作為展示、收藏、研究的機構，也肩負歷史教育、紀念受難者及人權教育推廣的功能。二二八國家紀念館承載著受難者家屬及社會各界的期待而成立，而自2011年正式開館營運至今，除了偶而預約參觀的公務團體及受難家屬的關注外，能見度與民眾參與程度仍不如預期，為何有如此現象？尤其擁有地利之便、並具備一定先備知識，於台北市就讀的大學生們，為何不參觀紀念館？非觀眾被視為「潛在的新觀眾」，探究誰是潛在觀眾、如何和他們接觸，了解他們對博物館有何期待與需求，有助於紀念館發展觀眾計畫。本研究以博物館非觀眾為探究焦點，研究對象為「從未參觀過」二二八國家紀念館的大學生，並以台北市區為研究範圍，主要目的在於了解大學生的博物館經驗、影響他們不參觀紀念館的原因，以及對於紀念館的想像或期待。透過焦點團體之結果發現，受訪者大多認為展示主題及內容與日常生活、個人經驗無關，而且空間氣氛沉重加上缺乏宣傳與教育推廣活動，使他們缺乏參觀動機。學校教育內容與二二八和平紀念日當天的媒體作為，也影響大學生對於二二八事件之紀念性與看法。研究建議除了增加當代議題與生活連結外，與學校通識課程結合也可引發興趣。紀念館除需加強宣傳與教育推廣活動外，也應於二二八和平紀念日，提供深入的研究與口述歷史等素材，以增加新聞議題深度並使民眾瞭解其紀念性。最後，紀念館需持續進行質量化觀眾研究，以建立潛在觀眾發展計畫。

Being institutions that exhibit, collect and research, Memorial Museums also have the responsibility to commemorate the victims and carry out history and human rights education. The National 228 Memorial Museum was established to manage the expectations of the victims' families and the society; however, since its opening in 2011, except for occasional appointment visits by groups of civil servants or victims' families, the visibility and public participation fall short from expectation. What is the reason to this situation? In particular, why do college students studying in Taipei, with geographic proximity and prior knowledge, feel relent to visit? To museums, non-visitors are considered 'potential new audiences'; and by understanding whom the potential audiences are, how to contact them, and what expectations they have for the museum, is beneficial in forming visitor development plans. The research focus of this study are museum non-visitors-students, by examining the college students of Taipei downtown area who have “never visited” the National 228 Memorial Museum. This study aims to understand the museum experience of college students, the reasons for their reluctance to visit memorial museums, as well as the imagination and expectations for memorial museums. From the results of focus group interviews, most respondents think that the themes and the content of the exhibition are irrelevant to their personal experiences and everyday life. In addition, gloomy atmosphere and insufficiency of publicity and educational activities also contribute to the lack of visiting motivation. School education and the media report on the 228 anniversary day may affect college students. This study suggests that in addition to increasing exhibition topics linking with contemporary and daily life issues, and strengthening publicity and educational programs, the museum should provide material of research and oral history for the media coverage. At last, the museum should continue to collect both qualitative and quantitative visitor studies data in order to establish potential audience development plan.