Zenobia Kozak Phd Thesis
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=><9<@6;4 @52 =.?@! =>2?2>B6;4 @52 3A@A>2 , />6@6?5 A;6B2>?6@C 52>[email protected] 0<8820@6<;? .;1 612;@6@C 9.>72@6;4 DIQRFME 7R\EN . @LIUMU ?WFPMVVIH JRT VLI 1IKTII RJ =L1 EV VLI AQMXITUMV[ RJ ?V# .QHTIYU '%%* 3WOO PIVEHEVE JRT VLMU MVIP MU EXEMOEFOI MQ >IUIETGL-?V.QHTIYU,3WOO@IZV EV, LVVS,$$TIUIETGL"TISRUMVRT[#UV"EQHTIYU#EG#WN$ =OIEUI WUI VLMU MHIQVMJMIT VR GMVI RT OMQN VR VLMU MVIP, LVVS,$$LHO#LEQHOI#QIV$&%%'($)%+ @LMU MVIP MU STRVIGVIH F[ RTMKMQEO GRS[TMKLV @LMU MVIP MU OMGIQUIH WQHIT E 0TIEVMXI 0RPPRQU 8MGIQUI Promoting the past, preserving the future: British university heritage collections and identity marketing Zenobia Rae Kozak PhD, Museum and Gallery Studies 20, November 2007 Table of Contents List of Figures………………………………………………………………………………………………………………………1 List of Tables……………………………………………………………………………………………………………………….2 List of Acronyms and Abbreviations…………………………………………………………………………………......3 List of Appendices………………………………………………………………………………………………………………..4 Acknowledgements………………………………………………………………………………………………………………5 Abstract……………………………………………………..………………………………………………………………………7 1. Introduction: the ‘crisis’ of university museums…………………………………………...8 1.1 UK reaction to the ‘crisis’…………………………………………………………………………………………………9 1.2 International reaction to the ‘crisis’…………………………………………………………………………………14 1.3 Universities, museums and collections in the UK………………………………………………………………17 1.3.1 20th-century literature review…………………………………………………………………………………19 1.4 The future of UK university museums and collections………………………………………………………24 1.4.1 Marketing university museums and collections………………………………………………………25 1.5 The research programme……………………………………………………………………………………………….26 2. Study objectives and research methodology……………………………………………..…28 2.1 Objectives, object of study and scope………………………………………………………………………………28 2.2 Research approach………………………………………………………………………………………………………..29 2.3 Methods………………………………………………………………………………………………………………………29 2.3.1 Bibliographical sources…………………………………………………………………………………………30 2.3.2 Field sources………………………………………………………………………………………………………..31 2.4 Data analysis and methodological justification…………………………………………………………………41 2.5 Summary……………………………………………………………………………………………………………………..41 3. Concepts and definitions: universities, museums and collections………………….43 3.1 The British university……………………………………………………………………………………………………44 3.2 Defining university museums and collections………………………………………………………………….54 3.3 The diversity of university museums and collections………………………………………………………..58 3.4 Terminology: university museums and collections…………………………………………………………..64 3.5 Typology: university collections……………………………………………………………………………………..67 3.6 Summary……………………………………………………………………………………………………………………..72 4. Current state of knowledge: universities and heritage………………………………….73 4.1 Heritage……………………………………………………………………………………………………………………….73 4.2 Heritage in contemporary literature……………………………………………………………………………….74 4.3 University heritage in contemporary literature………………………………………………………………..75 4.3.1 University heritage vs. university history…………………………………………………………………77 4.3.2 Academic vs. university heritage……………………………………………………………………………79 4.3.3 Recent developments in university heritage literature……………………………………………..81 4.3.4 ‘Institutional heritage’………………………………………………………………………………………….86 4.4 National initiative…………………………………………………………………………………………………………87 4.4.1 European initiatives……………………………………………………………………………………………..87 4.5 International level initiatives………………………………………………………………………………………….93 4.5.1 UNESCO……………………………………………………………………………………………………………..93 4.5.2 COE……………………………………………………………………………………………………………………97 4.5.3 Academic Heritage Network: Universeum…………………………………………………………….100 4.6 Summary……………………………………………………………………………………………………………………101 5. Universities, heritage and the present: identity and purpose……………………….103 5.1 The ongoing ‘crisis’………………………………………………………………………………………………………103 5.2 The crisis of identity…………………………………………………………………………………………………….105 5.2.1Identity and heritage………………………………………………………………………………………106 5.3 The crisis of purpose……………………………………………………………………………………………………107 5.4 The ‘crisis’ re-examined……………………………………………………………………………………………….107 5.4.1 General awareness of heritage and potential……………………………………………………107 5.5 Universities and heritage: Beyond the triple mission………………………………………………………126 5.6 Summary……………………………………………………………………………………………………………………126 6. Universities, heritage and the present: recognition…………………………………….128 6.1 The ongoing ‘crisis’………………………………………………………………………………………………………128 6.1.1 Surveys and initiatives…………………………………………………………………………………………129 6.2 The crisis of recognition……………………………………………………………………………………………….131 6.3 The ‘crisis’ re-examined……………………………………………………………………………………………….138 6.3.1 Lack of consistent ‘university heritage’ recognition………………………………………………..138 6.4 Summary…………………………………………………………………………………………………………………….151 7. Universities, heritage and the present: resources……………………………………….153 7.1 The ongoing ‘crisis’………………………………………………………………………………………………………154 7.2 The crisis of resources………………………………………………………………………………………………….155 7.3 The ‘crisis’ re-examined……………………………………………………………………………………………….170 7.3.1 A marked increase in future museum developments……………………………………………….171 7.4 Summary…………………………………………………………………………………………………………………....176 8. Universities, heritage and the future: marketing identity…………………………….177 8.1 Museum marketing……………………………………………………………………………………………………..178 8.1.1 Museum marketing in contemporary literature………………………………………………………179 8.1.2 Applying marketing principles to university museums……………………………………………181 8.2 The current state of marketing: British university museums……………………………………………184 8.2.1 The university museum: showcase or shop window?......................................................185 8.2.2 The university museum: marketing: organisation………………………………………………….187 8.2.3 The university museum: student recruitment………………………………………………………..191 8.2.4 The university museum: institutional promotion…………………………………………………..194 8.3 ‘Institutional heritage’………………………………………………………………………………………………....197 8.4 Marketing ‘Institutional heritage’…………………………………………………………………………………201 8.5 Summary……………………………………………………………………………………………………………………204 9. Case studies: St Andrews MUSA and Liverpool Victoria Building………………..206 9.1 University of St Andrews: Case-study 1…………………………………………………………………………206 9.1.1 The Gateway Galleries………………………………………………………………………………………… 212 9.1.2 Museum of the University of St Andrews (MUSA)…………………………………………………214 9.1.3 Marketing…………………………………………………………………………………………………………..218 9.2 University of Liverpool: Case-study 2……………………………………………………………………………225 9.2.1 The Victoria Building development………………………………………………………………………229 9.2.2 Marketing………………………………………………………………………………………………………….232 9.3 Summary……………………………………………………………………………………………………………………235 10. Conclusion: beyond the triple crisis………………………………………………………….236 10.1 Discussion of main results: the ongoing crisis……………………………………………………………….237 10.2 Universities, museums and heritage: Beyond the triple mission…………………………………….244 10.2.1 Widening participation and community engagement……………………………………………244 10.2.2 Networking expertise and best practice………………………………………………………………245 10.3 Areas for further research………………………………………………………………………………………….246 10.3.1 Terminological diversity…………………………………………………………………………………….246 10.3.2 Coexistence of museums and non-institutionalised collections……………………………..247 10.3.3 Diversity of public and users……………………………………………………………………………...247 10.3.4 Performance indicators……………………………………………………………………………………..249 10.4 Closing remarks: ‘Promoting the past, preserving the future’…………………………………………250 11. Bibliography………………………………………………………………………………………….252 12. Appendices……………………………………………………………………………………………266 (i) I, Zenobia R. Kozak, hereby certify that this thesis, which is approximately 81,094 words in length, has been written by me, that it is the record of work carried out by me and that it has not been submitted in any previous application for a previous degree. date signature of candidate (ii) I was admitted as a research student in September, 2003 and as a candidate for the degree of PhD in September 2003; the higher study for which this is a record was carried out in the University of St Andrews between 2003 and 2007. date signature of candidate (iii) I hereby certify that the candidate has fulfilled the conditions of the Resolution and Regulations appropriate for the degree of PhD in the University of St Andrews and that the candidate is qualified to submit this thesis in application for that degree. date signature of supervisor In submitting this thesis to the University of St Andrews I understand that I am giving permission for it to be made available for use in accordance with the regulations of the University Library for the time being in force, subject to any copyright vested in the work not being affected thereby. I also understand that the title and the abstract will be published, and that a copy of the work may be made and supplied to any bona fide library or research worker. date signature of candidate List of figures All photos are reproduced with the kind permission of photographers and institutions. 2.1 Breakdown of survey recipients by museum position……………………..……34 2.2 Breakdown of survey respondents by museum position………………….……35 2.3 Map of the United Kingdom showing universities visited (2006)……….…38 2.4 University museums and collections targeted as study visits: by type….…39 4.1 ‘Institutional Heritage’ diagram…………………………………………………………87 5.1 Diagram showing ‘layering approach’……………………………………………….124 7.1 The Manchester