This presentation offered a glimpse of a world that is in many ways very different from the one explored in the rest of this seminar: it took the participant from the vibrant and often undocumented cultures of Africa to the meticulously catalogued universe of collections - museums, galleries and the like. As something of an organization fiend (you hadn't noticed?) I must admit that I find the systematic nature of collections deeply reassuring, and this presentation offered an interesting glimpse into the reasoning behind the publishing endeavours that have become an integral part of cultural curation.
Contemporary Print Culture from Collections
Sally Hughes, Oxford International Centre for Publishing Studies
Books published by museums, galleries and exhibitions offer what Dr Sally Hughes calls a "legacy of an ephemeral event". In this respect, publications from collections are a very unique kind of book for a rather unique (and often elite) audience. What sets these books aside, in an era where so many cultural products are heading for our computers, tablets and smartphones, is that they are stubbornly resisting digitisation. Moreover, while these books have a small, niche market and a high cost, their survival is remarkable. Here, it appears, is a genre of books that is here to stay. The presenter highlighted the reasons for collections to publish, for visitors to buy books and the general development of books from collections.
Reasons for Collections to Publish
The most obvious reason for collections to publish is as a source of funding. However, considering the high costs of production and the relatively limited target market, there must be more to it. Dr Hughes emphasised the fact that in addition to funding, and the twin aim of developing a collection's brand, these books also develop their audience to have a deeper awareness of a particular exhibition - and their interest in later exhibitions. Moreover, many collections focus on children as a potential audience for their exhibitions, both present and future. One notices that a profit motive is not entirely absent, yet publications from collections undoubtedly also aim to serve the greater good.
Reasons for Visitors to Collections to Buy Books
In a contemporary museum or exhibition, all roads lead to the gift shop at the exit. As mentioned above, these shops serve the very valuable purpose of funding collections the public has the privilege to access, and books are generally among the more high-ticket items up for sale. Why is it that visitors sustain the production of books from collections, rather than simply opting for memorable trinkets? Books from collections are often bought as souvenirs, especially in the case of temporary collections. Museums, galleries and exhibitions are also (if somewhat regrettably) considered a rare form of cultural capital, and there is no denying the unspoken authority of a coffee table book from a respected museum. No point having that on your Kindle, is there? Yet buyers' genuine interest in content should not be underestimated, especially when it comes to images. Ultimately, buying a book from a collection is also a way of giving something back, especially in museums where the entrance fee is subsidised or nonexistent.
Development of Books from Collections
In a bid to serve its public and remain competitive, books from collections are evolving their approach. Whereas images were once accompanied by more extensive explanatory text, they now dominate pages at the front of most books, leaving sparser text for the notes at the back of the book. This makes sense not only in terms of readers' primary interest in the images, but also production costs. In addition, collections are increasingly taking more creative approaches to set their publications apart and make them more relevant to a larger public. An example from this presentation was the collaboration of the British V&A Museum with Japanese anime artist to create a series of graphic novels. Although print is likely to survive the digital revolution in this particular genre, I personally would expect collections to expand into the digital terrain, of not to replace its publications, to connect with them and, in particular, to woo the wired younger generation to the hallowed halls of museums.
My burning question: Although many collections are true gems, they sadly tend to be a rather elitist institution. Due to high costs, their publications tend to be even more so. What avenues would make collections, and their publications, more accessible (and perhaps more palatable) to a broader public? This question is especially pertinent in the developing world with its vast young population whose future success will depend in great part on the inspiration of great ideas.
