Националният етнографски музей във фокуса на медиите през 2000 г.
The National Ethnographic Museum in the Focus of the Media in 2000

Summary/Abstract: The need is becoming increasingly more real in our days for the testing and popularisation of new methods in the public activities of museums, those of an ethnographic profile, included. The empirical study presented is aimed at a specific product, the result of the joint work of a cultural institution and the mass media: printed publications, associated with the National Ethnographic Museum and other museums of ethnographic orientation in the territory of the country. An attempt has been made to outline the most specific elements in the contents of the publications for the purpose of gathering information about the public image of the ethnographic museums in the country to date. Proceeding from this, adequate solutions are also sought for a change of the situation in the Bulgarian ethnographic museums from the point of view of communications. The method of content analysis, not popular among the museum communities, has been used for the study. By investigating the contents, specific problems are detected in the printed publications, which concern the public; trends have been outlined in the development of the processes in the sphere of culture, which were of public importance in 2000. The analysis has shown the obvious need of an overall reassessment (such a reassessment has not been made in Bulgaria for the period of changes in the wake of 1989) of what has been done and not done in the sphere of museums in Bulgaria and the identification of the causes underlying the present-day crisis. The objective of this reassessment is to serve as a starting point for the creation of a future nationwide museum communications programme, in which the ethnographic museums will have their due place. The contemporary conditions of competition, even in the sphere of the cultural institutions in the world, call for the search for non-traditional solutions and adaptation to the new situation in Bulgaria, too. Within the context of the results attained and in view of the foreign experience we may forecast that the public “opening up” of the Bulgarian ethnographic museum by way of a broader communicativeness is an alternative way whereby this kind of institutions will become of greater interest and more attractive to the broad public.

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