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Kultura
2013, br. 140, str. 445-469
jezik rada: srpski
vrsta rada: izvorni naučni članak
doi:10.5937/kultura1340445J


Zašto posećenost noći muzeja ne predviđa posećenost muzeja tokom godine - odnos stavova i ponašanja
aZavod za proučavanje kulturnog razvitka, Beograd
bUniverzitet u Beogradu, Filozofski fakultet, Odeljenje za psihologiju

Sažetak

Velika posećenost muzeja tokom 'Noći muzeja' nasuprot malom interesovanju za programe ovih ustanova ostalim danima, poslužila je kao povod za ispitivanje mogućnosti i prepreka da festivalska publika postane redovna muzejska publika i pored specifičnosti festivala u poređenju sa redovnim funkcionisanjem muzeja. Zastupljenost onih koji muzeje posećuju samo tokom te jedne noći u godini kao i onih koji ih posećuju i ostalim danima pružila je priliku za komparativno ispitivanje njihovih stavova o posećivanju muzeja, subjektivnih normi, opaženih prepreka i namera da češće posećuju muzeje u budućnosti (N=1480). Rezultati pokazuju da se muzeji pretežno opažaju kao društveno korisni edukativni centri, čije se glavne slabosti ogledaju u imidžu statičnih i dosadnih ustanova. Ipak, u festivalskoj noći, značajan procenat posetilaca muzeja iskazuje nameru da muzeje posećuje češće u budućnosti. Zašto se te namere ne realizuju i kakve su mogućnosti da se to promeni diskutovano je u okviru teorije planiranog ponašanja i s obzirom na ranija istraživanja o kulturnoj potrošnji.

Ključne reči

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