(in German)

Storytelling is supposed to touch people emotionally and also exhibitions want to bring content closer by using stories. This research project (2017-2023) investigated how storytelling can be defined for exhibitions and what its effects on visitors are. The understanding of the impact of storytelling serves to make the marketing term usable for the transfer of science in exhibitions.

The project combined theories from museum studies and narratology with the summative evaluation of an exhibition narrative using a mixed-methods approach. The research object was visitor behaviour and (learning) experiences in the special exhibition "Pia says Goodbye", which illuminated personal and professional dealings with death and grief (2018-2019, DASA Working World Exhibition).

To investigate the impact of the narrative, the two variables of the reception process are described in detail: on the one hand, the exhibition including the realised narrative elements and the quality of the visit and, on the other hand, the visitors with their previous experiences and interests. The (learning) experiences made in the exhibition surveyed primarily from the qualitative data define the impact of storytelling.

The evaluation showed that the narrative structured the exhibition content, provided spatial orientation, emotionalised visitors and created countless points of connection to their lives.

The project puts forward the theory that the effects of storytelling occur in the form of different dimensions: structure, personal life connection, identification, emotionalisation and immersion. These dimensions have different effects on visitors, depending on their interests, expectations and motivation to engage with the story.

Exhibition makers have a scope of action that can influence the impact of those dimensions. Understanding these effects allows for a targeted approach in the communication of topics relevant to the world of work. This also applies in particular to intangible topics that cannot be exhibited through technical exhibits.

The results provide a first important step towards researching the effect of storytelling as communication strategy in exhibitions. They form the basis for further investigations, which open up especially in the area of spatial effects and immersion.

The research report "Storytelling as a tool of communication in exhibitions - chances and limitations" can be downloaded from the DASA website (German only).