Język ma znaczenie. Ramowanie komunikatu w narracji muzealnej
Language matters. The structure of the message in museum narration

Summary/Abstract: The events that we witnessed in the summer of 2021 — downpours and floods in Germany, fires in Turkey, a heatwave in Canada, or the tornado in the Czech Republic — are examples of extreme phenomena that we cannot say do not concern us, because they are happening somewhere else or they affect someone else. The spatial distance that has so far separated us from the effects of climate change is narrowing. The article is an attempt to answer the ques-tion of how a museum can structure its message in order to engage the public in mitigation and adaptation activities to prevent climate change. Using the example of the Water Museum in London, I discuss the features of effective communication. Effective communication is one that meets two key characteristics — credibility and relative relevance.

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