From Vincent to the Visitor: A Rhetorical Analysis of the Van Gogh Museum in Amsterdam (2014-present) Considering Audience Awareness in Establishing Museum Communication

This thesis analyzes the rhetoric of the Van Gogh Museum and exposes its communicative strategies holistically. An extensive and multi-faceted analysis on the persuasive character of the Rietveld building, the Kurokawa wing, and modern media shows that the communicative strength of the Van Gogh Museum is situated in its awareness of different audiences, their varying needs, and plural museum experiences. In a museum landscape where collection-oriented purposes are increasingly shared with public-oriented functions, the only way through which the museum is able to exert and preserve its expertise is by catering to its audiences. Revealing the rhetorical strategies behind the VGM’s communication results in an awareness that the postmodern museum is capable of transforming its commercial activities into valuable dialogues, in which the visitor is treated as an equal, active, and indispensable participant. Commercial museological practices do not threaten the educative value of the...Show moreThis thesis analyzes the rhetoric of the Van Gogh Museum and exposes its communicative strategies holistically. An extensive and multi-faceted analysis on the persuasive character of the Rietveld building, the Kurokawa wing, and modern media shows that the communicative strength of the Van Gogh Museum is situated in its awareness of different audiences, their varying needs, and plural museum experiences. In a museum landscape where collection-oriented purposes are increasingly shared with public-oriented functions, the only way through which the museum is able to exert and preserve its expertise is by catering to its audiences. Revealing the rhetorical strategies behind the VGM’s communication results in an awareness that the postmodern museum is capable of transforming its commercial activities into valuable dialogues, in which the visitor is treated as an equal, active, and indispensable participant. Commercial museological practices do not threaten the educative value of the museum but carry the potential to actively encourage inclusivity and accessibility. The VGM emits this message in all of its inherently communicative elements.Show less

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From Vincent to the Visitor: A Rhetorical Analysis of the Van Gogh Museum in Amsterdam (2014-present) Considering Audience Awareness in Establishing Museum Communication