From Elitist to Relevant

Language is important and the language that the public uses to speak about museums doesn’t always match with the language used by museum professionals. The Reconsidering Museums language recommendation resources include evidence-based recommendations for how to speak about the changing role and value of museums, while avoiding some of the outdated language around museums.

Read these recommendations to learn how to reframe the conversation about museums.

Recommendation 1: From Elitist to Relevant

Theme: Access

How do we currently talk about it?

People don’t visit museums because they are seen as elitist, expensive, and ‘not for’ certain communities. Museums are not welcoming or accessible enough.

What are the consequences?

• Reinforces the perception that museums are not doing the work to engage and provide access to diverse visitors and communities.
• Assumes museums are closed off to their visitors and communities.
• Infers that museums are only for certain people, groups, individuals, or communities.
• Accepts that the perception of museums as ‘elitist’ is the only barrier for visitation or the most important barrier for visitation.

What is the reframe?

The majority of Canadians report feeling welcome and safe in museums, however, many do not feel as though the museum represents them. The idea that museums are ‘not for them’ persists as many people do not see themselves, and their interests, communities, and histories, represented in the museum’s collections, exhibits, and programming. The disconnect is because the museums are not presenting stories that are relevant to their lived experience, not because people find museums elitist. People would visit museums more if museums told stories that are relevant to them and their communities.

What is the data to support the reframe?

• 83% of respondents agree that museums make them feel welcome
• In 1973, 28% of respondents agreed that museums are elitist, but in 2021 only 9% of respondents agreed that museums are elitist
• When asked what might make them go to the museum more often, the top two answers were:
  • 43% of respondents said that if museums told stories that are important to me, they would be more important to my life
  • 40% of respondents said that if museums told stories that are important to different communities, they would be more important to my life

Useful Phrases:

Here are some suggested useful phrases that can be adopted into your individual writing and communication styles to help reframe the conversation around museums being elitist.

• “Museums are for everyone.”
• “Museums are not just about the past. As our current reality shifts, museums have a responsibility to shift the story that we are telling.”
• “We have limited space and resources to tell every story. What stories do we need right now?”
• “Our community is changing, and we have an opportunity to build new audiences by rethinking what relevant content looks like.”
• “Canada is changing. Let’s help our visitors, both new and old, understand how we got here.”
• “As members of our community, we want everyone to see themselves reflected in the museum.”
• “The work of museums to remain relevant to their audiences is ongoing, we must continue to grow and adapt.”