Adventures in measuring social value: can we prove that museums make a difference?

Dr. Carol ScottFighting Fit: Ready For AnythingMuseums And Galleries Scotland

Edinburgh22ND OCTOBER 2015

Adventures in measuring social value: can we prove that

museums make a difference?

INTRODUCTION

Value

Positive

Important, significant, worthwhile

People and things

Social value

Creating social value

Museums need to focus on their contributions to the public good, including questions of social responsibility, social equity, civic engagement, and the meaning the institution has for the [entire] community (Janes and Conaty 2005,11).

For museums, the major goal areas of collections, education, visitation, visitor experience, and research and scholarship are all part of a museum’s work, but none of them specifically addresses the ultimate purpose – the difference that the museum’s work makes for society (Porter 2006)

Today, the world’s museums are embracing starkly bolder roles as agents of well-being and as vehicles for social change (Silverman 2010, 2-3).

SUSTAINABILITY

Value

Evidence -change-difference-impact

For whom-individuals and communities

Where-in the public domain

Funding

HLF evaluation guidance- ‘HLF funds projects that make a difference...What difference will your project make – what will have changed as a result of your project?’

Arts Council England application guidance- ‘Convincingly articulate, using robust evidence,..how the project will achieve significant impact on the sector, practice or place (mandatory)’

Paul Hamlyn

‘We will support work which is intended to improve the overall well being of communities, groups and people. Long term and sustainable change in the lives of people requires action at various levels. We expect the work we support to have an impact at some of the following levels: Individuals/Communities Organisations Policy and practice

HLF

‘One way that community impacts are often described is through a change in the level of social capital that exists within an area. ...The Office of National Statistics (ONS) says that social capital ―describes the pattern and intensity of networks among people and the shared values which arise from those networks. Greater interaction between people generates a greater sense of community spirit.’

Evaluation continuum

Did it have a continuing/ long term influence upon peoples’ lives?

Did it make a difference?

THE CULTURAL VALUE PROJECThttp://www2.le.ac.uk/departments/museumstudies/rcmg/projects/the-cultural-value-of-engaging-with-museums-and-galleries

The cultural value of engaging with museums

and galleries

Critical review

The extent to which existing studies help us to understand the value associated with visiting museums and galleries from the users’ perspective;

What existing studies reveal about the difference that museums and galleries make to individuals and to society as a whole and what evidence we have to support this;

Critically analyse the methodological paradigms and frameworks, within which studies have been carried out; and

Reveal gaps and weaknesses within the existing research that can inform future directions.

Processes Outcomes Evaluating Questioning Reflecting Comparing Focusing

Challenged Confronted Enlightened Shocked Changed Discovery

Active engagement

Feelings Outcomes• Enjoyment• Pleasure• Stimulation• Calm• Vitality• Inspiration• Uplifted• Healed• Energised

• Dignity• Pride• Affirmation• Confidence• Competence

Well being

Experiences Outcomes• With another• With the past, present

and future• With other cultures• With place• From the personal to the

universal• With the local

community• With difference• With national identity• With changing values

BelongingSense of placeSense of identity –

national, local, personalTolerance,

understandingEmpathy

Connectedness

Before and after

If I wasn’t gonna try before, I would try now, because the sort of people who don’t believe in Black people, I would try just to show them… It inspired me in a different way that I haven’t been inspired before. It makes you feel that learning, pushing yourself, is actually worth something. Sometimes you think what’s the point, but if you went to the museum, you think well it is actually worth something, that pride and dignity that they took away from the slaves it’s worth giving it back to them.

‘Compare’ and ‘more’

I know it sounds a bit silly but it gave me more energy. I had more interests. It gave me things to look forward to.

I have always liked art galleries because the atmosphere was calm compared with home.... It has shown me how to chill, I am much more relaxed and well happier!

Different ways of knowing

We’d look at objects, slave whips…I was quite shocked, I knew it was cruel but I didn’t know how cruel, I never could imagine… I thought about it in a different way. We actually got to see it and experience what it would have been like. I did know quite a lot but I wasn’t able to picture it.

Methods Immediate and long term

Individuals- pre and post analyses- longitudinal

Immediate Outcome: I found out it would take 5 Earths to sustain the world’s population if everyone was like me.

Several Months Later: I am more conscious of recycling and have started separating my rubbish. I recognize that I am a water abuser, even simple things like keeping the tap water running while brushing your teeth wastes water.

Evaluating for change

Museum experience

Active engagement

Individual well-being

Connectedness

Public sphere

Active citizenship?

Healthier and happier populations?

Social trust and belonging?

Public Value20

Young people’s attendance of a museum, gallery and/ or heritage site was perceived as leading to improved student learning (by students and teachers) (CASE 2010, 28)

Participants in cultural activities are 15% more likely to ‘trust’ others than those who do not participate (Jones 2010, 52)

 Youths who are high in cultural capital are more likely to volunteer in their community or for other causes (Bennett and Parmeshwaran, 2013)

Cultural and sport volunteers are more likely to feel that they have influence in their local community (TNS-BRMB, 2011)

Impact

Mine existing data sets Make comparisons

Taking PartHousehold Surveys

To what extent does museum participation contribute to individual well-being, trust and efficacy in communities?

How do museum users compare with non-users in terms of:

Well beingSocial trust and

community efficacy

Future

Opportunity Costs

Without disputing the museum's claim to worthiness, what these questions will address instead is its relative worthiness. Is what the museum contributes to society commensurate with the annual cost of its operation? Could some other organisation (not necessarily a museum) make a similar or greater contribution at lesser cost? (Weil 1994, 42)

Planning for social value

Janet Ruiz commented on the lack of social impact evidence, adding that a contributing factor was the absence of clear, measurable objectives. She concluded that this area ‘...requires clear formulation of project aims and should look for sustained changes in the community’ (2004, 29).

Definitions Type of planning

The result of planned outcomes which add benefit to the public sphere

Directed towards issues of concern to citizens

Directing museum assets to public ends

Intentional

Results focused

Measurable

Social value

Process

Purpose –why are we here?

Asset- what are our greatest assets?

Differentiation-what do we do best?

Impact- what difference do we want to make?

Feasibility- what difference can we make?

Achievement- how will we know?

Thank you