The Educational function in museums of Scotland
From didactic tactic to marketing strategy
DOI:
https://doi.org/10.62701/revedu.v12.5398Keywords:
Scotland, Museum, Education, Museology, Communication, Marketing, managementAbstract
The museums of Scotland, as a true reflection of its society, rely on a powerful educational machinery that, responding to the legitimate demands of its audiences, is masterfully developed through exhibition discourses, following the dictates of Anglo-Saxon museology to the letter. Its carefully designed and somewhat unknown modus operandi hides a purely marketing strategy that goes beyond the simple educational perspective. The combination of education and marketing results in great communicative competence and a more than sufficient capacity to attract visitors, endorsed by excellent results.
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