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ASurveyofVisitorsto

InfinityofNations:ArtandHistoryintheCollectionsoftheNationalMuseum

oftheAmericanIndian

attheGeorgeGustavHeyeCenterofNMAI,NewYorkCity

May2012OfficeofPolicy&AnalysisSmithsonianInstitution

Introduction1TheNMAINewYorkistheexhibitionandeducationfacilityoftheSmithsonian’sNationalMuseumoftheAmericanIndian(NMAI)inNewYorkCity.2Insecondfloorgallerieswithatotalofabout14,800sq.feet,itprovidesavenueforbothpermanentandtemporaryexhibitions.Arangeofpublicprograms—includingdanceperformances,music,films,andseminarstakeplaceinotherspacesinthebuilding.NMAINewYork’smandateistoexplorethediversityoftheNativepeopleoftheAmericasand“thestrengthandcontinuityoftheirculturesfromtheearliesttimestothepresent.”3OnOctober23,2010,NMAINewYorkpremieredInfinityofNations:ArtandHistoryintheCollectionsoftheNationalMuseumoftheAmericanIndian(IoN),thefirstmajorreinstallationsincetheNewYorkfacilityopened.ThisexhibitionincorporatedsomeinterpretivetechniquesandinstallationapproachesthatarenewtoNMAINewYork.Aboutayearago,theOfficeofPolicyandAnalysis(OP&A)wasaskedtoassessIoNfromtheperspectiveofthevisitingpublic,incontrasttointernalcuratorialcritiquesorpublishedprofessionalreviews.4OP&Aproposedatwo‐stageassessment;first,in‐depthinterviewswith

1Imagenamesandphotocreditsareonpage19(lastpage).2CreatedbythelegislationthatestablishedtheNationalMuseumoftheAmericanIndian(NMAI),andnamedtheGeorgeGustavHeyeCenter,thisfacilityopenedin1994atthehistoricAlexanderHamiltonUSCustomHouseinlowerManhattan.TheNMAIActin1989(Stats.atLargeoftheUSA1989103:1336),transferredtheGeorgeGustavHeyecollectionstotheSmithsonianInstitution.Inadditiontoamajorstorageandcarefacility,theCulturalResourceCenter,andtheNationalMuseumoftheAmericanIndian(NMAI)ontheMall,the1989transferagreementrequiredapresenceinNewYorkCity:theGeorgeGustavHeyeCenterintheUSCustomHouse.3Source:NMAINEWYORKwebsite,http://www.nmai.si.edu/subpage.cfm?subpage=visitor&second=ny(accessedOctober24,2011).

4See,forexample,theNewYorkTimesreviewofInfinityofNations[http://www.nytimes.com/2010/11/06/arts/design/06infinity.html?scp=1&sq=cecile%20ganteaume&st=cse]anda

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andobservationsofvisitorstotheexhibitionwouldbeconducted.Thesewouldprovideinitialdataforanalysis,aswellasidentifyissuesthatrequirefurtherstudy.AreportbasedontheobservationswassubmittedtoNMAIinNovember2011.Second,newissues,aswellasspecificinterestsofthecuratorialandeducationstaff,wouldbeaddressedbymeansofasamplesurvey.Thisreportisbasedonthesecondphase,asamplesurveyofvisitorsexitingIoNconductedbyNMAINewYorkandOP&Astaff.5ContentsThenextsectiondescribestheIoNexhibitionandthetwoexhibitionsadjoiningIonatNMAINewYorkNMAINewYorkduringthetimeinterviewswereconducted.ThesearethemainspacesthatvisitorswereabouttoenterastheyexitedfromIoN,whentheywereinterceptedandinterviewed.ThesearealsoexhibitionsthatvisitorscouldhavevisitedbeforeenteringIoN.Next,themethodologyofthesurveyisdescribedinmoredetailandaprofileoftheintervieweesisprovided.TheprofileofvisitorstothemuseumiscomparedtothatofvisitorstoNMAINewYorkavailablefromastatisticalsamplesurveyconductedin2009‐2010.Wethencontinuewiththeresultsandasummary/discussionsection.ExhibitionDescriptionInfinityofNations:ArtandHistoryintheCollectionsoftheNationalMuseumoftheAmericanIndian(NMAI)wasorganizedbyNMAIcuratorCécileR.Ganteaume.Inthecourseoftheexhibition’sdevelopmentover40historiansandcommunitymembersworkedtogethertoaccuratelyinterprettheNativeAmericanobjectsselected.IoN’sintentistogiveaglobalandchronologicalperspectiveonsome700worksofart.TheoriginsoftheseworksofartrangefromthesoutherntipofSouthAmerica,throughCentralandNorthAmericatoArcticandSubarcticregions.

clipofIoN’sCuratoronPBSSundayArtsProgram[http://www.thirteen.org/sundayarts/video/national‐museum‐of‐the‐american‐indian‐infinity‐of‐nations/1259/]

5InOP&A,ZahavaD.Doeringhadoverallresponsibilityforthestudy.SarahBlock,whoworkedonbothstudies,helpeddevelopthesurveyquestionnaireandsupervisedthedataprocessing.KimberlyA.Stern,anOP&Aintern,helpedwithdatapreparation.CécileGanteaumeandDuaneBlueSpruce,NMAIcurators,providedinputforthesurveycontents.MargaretSagan,VisitorServicesManageratNMAINEWYORK,andhervolunteersconductedmostofthedatacollectionsessions.Theirprofessionalismistobecommended.NadineHanemann,agraduateinternatOP&AfromLeuphanaUniversityLueneburg,Germany,analyzedthedataandwrotethereport,withguidancefromAndrewPekarikandLanceCostello,OP&Astaffmembers.

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Theexhibition’sintroductoryarea,separatedbyasmallareafromtheendoftheadjoiningexhibition,TimeExposures:PicturingaHistoryofIsletaPueblointhe19thCentury,6containsadisplayofheaddresses,largelycollectedbyGeorgeGustavHeye,todemonstratethesovereigntyofNativeAmericansacrossthehemisphere.Theexhibitiontextreads:

ThroughoutNorth,Central,andSouthAmerica,Nativenationshaveoftenbeenguidedbyleadersrecognizedfortheirabilitiestomaintainreciprocalrelationshipsandtocoordinatecollectiveeffortsthroughtheiroratoryandjudiciousness.Therightwithinaculturetodonaheaddresssuchasthoseshownheredependsfirstontheacquisitionofculturalknowledgeandsecondontheabilitytousethatknowledgeforthebenefitofthepeople.TheseheaddressesrepresenttherightofNativepeoplestogovernandinstructthemselvesaccordingtotheirownlaws,customs,andprophecies.

Theexhibitionthendescribeseachof10Nativeregionsinbothobjectinstallationsandinteractivestations.EachsectioncontainsafocalpointintendedtodisplaytheinterconnectednessofNativepeoplesbeforethearrivalofEuropeans.ContemporaryworkbyHouser(WarmSpringsChiricahuaApache)andRickBartow(MadRiverWiyot)constitutethefinalexhibitionsections.Throughouttheexhibition,textpanelsrefertoGeorgeGustavHeye’slegacyandincludestoriesofhiscollectingexpeditions.TheexhibitionwasdesignedtogivevisitorstheopportunitytoexperiencethediversityofNativeAmericansovereignculturesthrougharichcollectionofhistoricalitems.AschematicoftheexhibitionandthesurroundingspacesisavailableinAppendixA.Ascanbeseeninthatdrawing,theexhibitiongalleriesofNMAIareinawideU‐shapedspace,withIoNoccupyingthemajorityofthespaceandotherexhibitionsadjacenttoitateitherend.ExhibitsAdjacenttoIoNFromSeptember17,2011‐June10,2012NMAINewYorkdisplayedtheTimeExposures:PicturingaHistoryofIsletaPueblointhe19thCentury.Thisexhibition,organizedbythePuebloofIsleta,includestheworksofsomeofthemostprominentandwell‐knownwesternphotographersandartists,includingEdwardCurtis,A.C.Vroman,A.Z.Shindler,KarlMoon,JohnHillers,andCharlesLummis.In1881,therailroadcompaniesforciblytooklandinthecenterofIsletaPueblointheRioGrandeValley.Therailroadbuilttherebroughtscoresoftouriststothearea.Professionalnon‐NativephotographersandartiststraveledtotheIsletaPueblotocaptureeverydayPueblolife.TimeExposuresportraysNativelivesbeforethearrivaloftouristsandothervisitors,thechangesimposedoverthefollowingdecades,andthewaysinwhichthepeopleofIsletaPuebloworkedtopreservetheirwayoflife.Throughthesephotographs,theexhibitiontellsthestoryoflifeontheIsletaIndianReservationinthe19thcenturyanditslastingeffectsonlifetodayasviewedbyitscontemporaryinhabitants.Facingthesecondfloor

6Thistemporaryexhibition,onviewatthetimethestudywasconducted,isdescribedinthenextfewpages.

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gallerythisinstallationwasintheleftsectionoftheU,theEastGallery,andprecededtheIoNintroductorygallerydescribedabove.FromOctober29,2011–April15,2012,inthemuseum’sphotocorridorgallery,NMAINewYorkdisplayedCarlBeam‐OrganizedbytheNationalGalleryofCanada.ThisretrospectiveofCarlBeam(Ojibwe,1943–2005)included41worksinarangeofmedia(paintings,ceramics,constructions,andvideo).Theexhibitionopenedwiththeartist'searlyworksandincludedhisfamousTheNorthAmericanIceberg,thefirstworkbyaNativeartisttobepurchasedbytheNationalGalleryofCanadaasastartoftheircollectionofcontemporaryNativeart.OtherartworksintheexhibitionwereorganizedintothemessuchasTheColumbusProject,alargebodyofworkthatre‐examinesEuropeancontact.AselectionofBeam'sceramicsdemonstratetheartist'sstudyofancientAnasaziandMimbrespotteryfromtheUSSouthwestandhislaterworksthatincorporatedJapanesefiringandglazingtechniques.ThisexhibitionwasinstalledintherightsectionoftheUand,dependingonwhereavisitorentered,eitherprecededorfollowedthelast(contemporaryart)sectionofIoN;thisisknownastheWestGallery.MethodologyBetweenSaturday,February18thandSunday,March4th2012,NMAINewYorkstaffandvolunteers,trainedandassistedbyOP&Astaff,conductedthesurvey.Visitorswereinterceptedateachofthethreepossibleexitsfromtheexhibitionspace:fromtheIoNintroductoryareaintotheTimeExposures:PicturingaHistoryofIsletaPueblointhe19thCenturyexhibition,fromthecentergallerydoors(exitingfromthemiddleoftheIoNexhibition),andfromtheendofIoNattheentrytotheCarlBeamexhibition.Duringthesurveyperiods,atotalof38hours,1,152visitorsexited.Potentialrespondentswereapproached,askedfortheirparticipation,andaclipboardwiththequestionnaireandapencil.Fromtheexitingvisitors,atotalof524wereintercepted,and430surveyswerecompleted,yieldingaresponserateof84%.(SeeAppendixBforacopyofthequestionnaireandAppendixCforfrequenciesofresponses.)

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DemographicandVisitorCharacteristicsAbouttwointhreeoftheexhibition’svisitorswereUSresidents(65%)(andwithinthesealmosthalfwere local7 (44%)).Therewereslightlymorewomenthanmen (53%vs.47%).One in tenrespondents identifiedthemselvesasAmerican Indian,AlaskaNative,or IndigenousAmerican.OnepercentofthevisitorswereNMAIchartermembers.

Eight intenvisitorswereaccompaniedbyothers(79%):seven intencamewithadults8 (73%),oneintenwitholderyouth(11%)(age13‐18),andtwointenwithchildren12orunder(15%).

Thelargemajorityofvisitors,especiallyinternationalvisitors,werevisitingNMAINewYorkforthefirsttime(82%ofallvisitors;74%ofUSvisitors;95%ofinternationalvisitors).Whileatthemuseum,theysawnotonlyIoN,butalsotheotherexhibitions.TimeExposuresandCarlBeamwereseenby49%each,andSmallSpirits,adollexhibitiononthefirstfloor,by39%–oneinfivevisitorsthatwereinterviewedhadvisitedalloftheaboveexhibitions(19%).

IoN received considerablepressandothermedia coverage;however, the survey results showthat just one in four visitors came specifically to see IoN (25%). There was a residencedifference:onefourthofinternationalvisitors(22%),comparedtoonethirdofUSvisitors(31%)indicatedthattheycamespecificallytoseethisexhibition.

Age

Theaverageageofvisitorswas40andthemedianwas39.Dividedintothreeroughlyequalagegroups– the youngest thirdof visitorswere29 yearsold andyounger, themiddle third ragedfrom30through50yearsold,andtheoldestthirdwereolderthan50(seecoloredgroups).

Figure1:DistributionofIoNVisitors,in5‐YearAgeGroups(inpercent)

7Localisdefinedaslivingwithina20mileradiusofthemuseum.818yearsofageorolder.

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Older visitors were more likely to have come specifically to see IoN compared to youngervisitors:one‐thirdofthepeopleover50camespecificallytoseetheexhibitioncomparedonlyone in five visitors in the younger two groups (32% vs. 20%). In addition, the oldermuseumvisitorsweremorelikelytoberepeatvisitors.Whereasone‐thirdofvisitorswhowereover50indicated that they have visited the museum before, this was the case for just one in eightvisitors50oryounger(30%vs.13%).

RatingOneofthemainreasonsforconductingthestudyofIoNwastoobtainaratingoftheexhibitionfromvisitors.Asshownonthequestionnaire,thefourthquestionaskedthevisitortoratetheiroverall experience in IoNona five‐point scale:Poor, Fair,Good,ExcellentandSuperior. Frompreviousstudyresults,OP&AhasfoundthatmostvisitorsmarkPoor,Fair,orGoodwhentheyare critical of their experience to some degree; select Excellentwhen they are satisfiedwiththeirvisit;andratetheirexperienceSuperiorwhentheyfeelthattheirvisitwassospecialthatExcellentisnotadequate.Overall,theratingsshowapositiveresponsetotheexhibition.AsshowninFigure2,aboutonein six visitorsmarkedSuperior (16%)andhalfmarkedExcellent (50%).One in threemarkedaratinglowerthanExcellent(Good,30%;Fair,4%;orPoor0%).Thevisitors’ratingofIoNalmostreachedtheSmithsonianaverageratingofexhibitionsandwasessentiallythesameasthelastexhibitionratedatNMAINewYork(ASongforaHorseNation).

Figure2:VisitorRatingsforInfinityofNations,previousexhibitionsatNMAINewYorkandtheSmithsonianAverage(inpercent)

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InfinityofNatons(2012)

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Scholder(2009)

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Poor Fair Good Excellent Superior

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Agewasafactorinrating.Theoldestthirdofvisitors50andolderwasmorelikelytoratetheexhibitionSuperior(24%vs.13%ofothers).

As can be seen below, international visitors tend to apply a stricter standard to the rating9.ForeignresidentsweremorelikelytorateIoNPoor,Fair,orGood(45%vs.29%forUSvisitors),andlesslikelytoratetheexhibitionSuperior(10%vs.20%forUSvisitors).Independent of geographical background, the rating for IoNwas above the average rating ofoverallexperienceatNMAINewYorkmeasuredinthe2009‐2011survey:17%vs.11%Superior.Both US and international visitors rated it higher than the two‐year average: internationalvisitorswere twice as likely to rate their overall experience in IoN Superior compared to theNMAINewYorkaverage(10%vs.5%)andUSvisitorswhoratedIoNSuperiorincreasedbyfiftypercent(20%vs.14%).Figure3:VisitoroverallexperienceratingsforInfinityofNations(ingrey:comparedtothetwo‐year

averageofNMAINewYork),separatedbyUSandInternationalvisitors(inpercent)

Poor Fair Good Excellent Superior TotalUSvisitors 0 3 26 51 20 100(generalatNMAINewYork) 1 6 34 45 14 100Internationalvisitors 1 5 39 46 10 101(generalatNMAINewYork) 3 10 43 38 5 99Total(generalatNMAINewYork)

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RatingandGender

Although there is nodifferenceoverall betweenmale and female visitorswith respect to therating, the role of gender becomes prominent when taken in conjunction with residence.Specifically,internationalfemalevisitorsratedIoNmorecriticallythanwomenfromtheUS(44%Good43%Excellent,and7%Superiorfor internationalfemales;19%Good,58%Excellent,and21%SuperiorforUSfemales).Notably,therearenosignificantratingdifferencesbetweenmenwholiveinsideandoutsideoftheUS.

RatingandVisitAim

Asalreadymentioned,oneinfourvisitorscamespecificallytoseeIoN(25%).Moreinternationalvisitors claimed to have come purposely to this exhibition than visitors from theUS (31% vs.22%). However,while the expressed reason for their visit did not influence the rating of theinternationalaudience, itwasassociatedwithasignificantdifference intheUSvisitors’rating:

9ThisdifferencebetweenUSvisitorsandinternationalvisitorshasalsobeendocumentedinotherSmithsonianstudiesatNMAINEWYORK(e.g.,HorseNationin2009),andalsoatmuseumsontheNationalMall.

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US visitors who came purposely to this exhibition were more likely to rate it Superior thangeneralUSvisitors(31%vs.16%).

Experiences

From a list of ten experiences, visitors were asked to choose the ones they found especiallysatisfying in this exhibition. On average, survey respondents selected three out of the tenexperiences(USvisitorsaveraged3.6;internationalvisitorsaveraged2.8).As shown in Figure 4, there are three experiences thatwere selected by themajority of thevisitors: Gaining information (58%), Seeing rare, valuable, or uncommon things (55%), andEnrichingmyunderstanding (51%).10 Fourwerechosennotablymoreoften than in theNMAINEWYORK 2009‐2011 study:Gaining information (58% vs. 48%),Seeing rare valuable things(55%vs.41%),Beingmovedbybeauty(46%vs.31%),andGettingasenseoftheeverydaylivesofothers(31%vs.20%),

Figure4:ExperienceFrequencies(inpercent)

ExperiencesandResidence

Asbefore,thereweredifferencesbetweenUSandinternationalvisitors.USvisitorsweremorelikelyto:

• Enrichtheirunderstanding(60%vs.35%),

10Amongthosewhovisitedwithothers,27%overallmarkedthattheyfoundTalkingwithfriends/familyabouttheexhibitionespeciallysatisfying.ThispercentagewassignificantlyhigheramongUSresidents(33%)thanamonginternationalvisitors(17%).

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Talkingwithmuseumstaff/strangersaboutIoN

Recallingmemories

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Gewngasenseoftheeverydaylivesofothers

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• Gaininformation(65%vs.44%),• Talkwithfriends/familyabouttheexhibition(27%vs.15%),• Seerare,valuable,oruncommonthings(59%vs.48%)

On theotherhand,more international thanUS visitors reported that they recalledmemorieswhilevisitingIoN(15%vs.9%).ExperiencesandAge

Compared to theyoungeraudience, theoldest thirdof visitorsweremore likely to select thefollowingexperiences:

• Connectingwiththeemotionalexperiencesofothers(36%vs.21%ofothers)• Enrichingmyunderstanding(62%vs.48%ofothers)• ReflectingonthemeaningofwhatIsaw(33%vs.22%ofothers)• Recallingmemories(17%vs.9%ofothers)• Beingmovedbybeauty(54%vs.43%ofothers)

ExperiencesandGender

Inaddition toagedifferences, therewerealsogenderdistinctions.Femalevisitorsweremorelikely to choose two experiences compared tomen:Gaining information (62% vs. 53%), andTalkingtofriends/familyabouttheexhibition(26%vs.18%)

ExperiencesandFirst/VisitSpecific/Visitwith

AmongUS visitors, therewas a significant difference in theexperiences selected as satisfyingbetween thosemaking their first visit to themuseum and those who had visited previously.Among international visitors therewerenodifferencesbetween first timeand repeat visitorswith respect to experiences. repeat visitors weremore likely than new visitors to select thefollowingexperiences:

• Connectingwiththeemotionalexperiencesofothers(50%vs.20%ofnewvisitors)• Enrichingmyunderstanding(75%vs.54%)• Gettingasenseoftheeverydaylivesofothers(49%vs.29%)• ReflectingonthemeaningofwhatIsaw(38%vs.23%)

Inaddition,USresidentswhovisitedthemuseumspecificallyforthisexhibitionwerelesslikelyto report Seeing rare, valuable, or uncommon things (44% vs. 63%) as especially satisfying.Internationalvisitors’experienceswerenotsignificantlyassociatedwiththereportedreasonforvisiting.

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US,visitors’experiencesat theexhibitionalsodifferedsomewhatdependingonwhether theycame alone or with others. Solo US visitors were more likely to mark Enriching myunderstandingandConnectingwiththeemotionalexperiencesofothersthanvisitorswhocamewithothers(78%vs.56%,and46%vs.23%).Ontheotherhand–andratherobviously–USresidentswhocamewithothersweremorelikelytoselectTalkingwithfriends/familyabouttheexhibitionthanthosewhovisitedalone(33%vs.4%). In looking at those who selected Talking with friends/family about the exhibition moreclosely, the data showedno difference between visitorswhowere accompanied by adults orthosewithchildren.

ExperiencesandRating

ForUSresidents(butnotforinternationalvisitors,withoneexception)theexperiencesmarkedby visitors have significant positive associations with their ratings. For example, US residentswhomarked the followingexperienceswereapproximately twice as likely asother visitors toratetheiroverallexperienceSuperior,andhalfaslikelytorateitasPoor,Fair,orGood(PFG).

• Connectingwiththeemotionalexperiencesofothers(32%Superior&16%PFGforthosewhomarkedthisitemvs.13%&35%forthosewhodidnot),

• Beingmovedbybeauty(30%Superior&19%PFGvs.10%&38%)• Enrichingtheirunderstanding(23%Superior&20%PFGvs.13%&44%),• Gettingasenseoftheeverydaylivesofothers(29%Superior&18%PFGvs.14%&35%

),• ReflectingofthemeaningofwhatIsaw(31%Superior&18%PFGvs.14%&33%).• Recallingmemories(26%Superior&0%PFGvs.18%&35%)

There is justoneexperiencethatthe internationalaudiencemarkedandthatwassignificantlyassociatedwith their rating: ThosewhowereTalkingwith friends/family about the exhibitionweremorelikelytoratetheexhibitionSuperior(24%vs.7%ofthosewhodidnot)andlesslikelytorateIoNinthelowerthreecategories(PFG:48%vs.24%whodid).

Notonlythekindsofexperiences,butalsothenumberofexperiencesthatUSvisitorsmarkedwere related to their rating. If the visitors’ number of experienceswere above average, theyweremore likely to rate the exhibition Superior (36% vs. 11% of visitors whomarked belowaverage)and less likelytorate IoN inthe lowerthreecategories (PFG:13%vs.39%ofvisitorswhomarkedbelowaverage).

Visitors’Activities

Outofalistofeightactivitiesthatvisitorscouldmark,themajorityindicatedthattheyStartedintheheaddressroom(59%)(Figure5).OnethirdofvisitorsmarkedthattheyExaminedanobjectindetailatinteractivestation(s)(33%)andoneinfourWatchedvideosatinteractivestation(s)

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(27%). Mostoftheotheractivities,thosethatweremarkedby12%ofvisitorsoffewer,werenotavailabletoallvisitors(e.g.,toursorlectures).

Figure5:Visitors'ActivitiesFrequencies(inpercent)

ActivitiesandResidence

Overall,USandinternationalvisitorstoIoNwerealikewithrespecttotheiractivities.However,US visitors were more likely to take a personally guided tour (15% vs. 6% of internationalvisitors).

ActivitiesandFirst/VisitSpecific/Visitwith

Comparedtothosewhocamewithotherstothemuseum,solovisitorsweremorelikelytotakeanaudiotour(10%vs.3%ofthosewhocamewithothers).Visitorsaccompaniedbyothersweremorelikelytousetheexhibitionapp;andwithinthisgroup,thosewhocamewithteens(ages13to18)weremorelikelytomarkthattheydownloadedtheexhibitionapptotheirSmartphone(6%vs.1%ofthosewhocamejustwithadults).Also,visitorswhocamewithchildrenages12orunder were more likely to mark that they examined an object in detail at an interactivestation(s)(43%vs.30%ofthosewhocamejustwithadults).ActivitiesandExperiences

Activitieswithobjectelementswereconnectedtomoreaestheticexperiences.Forexample,USvisitorswho started in theheaddress roomweremore likely tomarkBeingmovedbybeauty(55% vs. 36% of thosewho didn’t), while international visitors who started in the headdressroomweremorelikelytoreportGettingasenseoftheeverydaylivesofothers(39%vs.12%).SimilarlyUSresidentswhoExaminedobjectsindetailatinteractivestationsweremorelikelytomarkEnrichingmyunderstanding (69%vs. 53%of visitorswhodidn’tmark this),Seeing rare,

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valuable,oruncommonthings(68%vs.52%),andConnectingwiththeemotionalexperiencesofothers(43%vs.21%).For both US residents and international visitors, Examining objects in detail at interactivestation(s)was strongly associatedwithReflecting on themeaning ofwhat I saw (US: 39% vs.17%ofthosewhodidn’texamineataninteractivestation;international:45%vs.18%).Inaddition,therewerespecificexperiencesthatcorrelatedwiththeactivitiesattheinteractivestationsforUSResidents.USvisitorswhohadstoppedatoneormoreinteractivestations–towatchvideos,listentopersonalstoriesorexamineobjectsindetail–weremorelikelytomarkConnecting with the emotional experiences of others (38% vs. 19% of those who didn’t),Enrichingmyunderstanding(67%vs.49%),Gettingasenseoftheeverydaylivesofothers(41%vs. 23%), Reflecting on themeaning of what I saw (33% vs. 17%), and Seeing rare, valuableuncommonthings(65%vs.49%).

ActivitiesandRating

Whereas individual experiences were rather relevant for the visitors’ rating, the concreteactivitieswithintheexhibitionwerelesscorrelated.Similartothefindingabove,USvisitorswhostoppedatinteractivestationstendedtogiveIoNabetterrating.ThosewhowatchedvideosatinteractivestationsweremorelikelytorateIoNSuperior(34%vs.15%ofthosewhodidn’t)andlesslikelytorateGood,Fair,orPoor(11%vs.35%).

InformationSources

In the questionnaire, visitorswere also asked how they knew about the exhibition. Althoughtheycouldhavemarkedasmanyofthelisteditemsasappliedtothem,morethannineintenvisitors selected just one answer (91%). As can be seen in Figure 8, themajority didn’t knowabout this exhibition before they came (53%): this figure was similar for both US andinternationalvisitors.

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Figure6:visitors’informationsourcesFrequencies(inpercent)

InformationSourceandFirst/VisitSpecific/Visitwith

Peoplewho camewith otherswere less likely tomark I didn’t know about IoN before today(49%vs.68%ofsolovisitors).

InformationSourcesandActivitiesOverall,thewayvisitorsfoundoutaboutIoNdidnotinfluencetheiractivitiesintheexhibition.The only source of information which was associated with the visitors’ activities is word ofmouth:thosewhomarkedthattheyheardaboutIoNfromothersweretwiceaslikelytohaveListenedtopersonalstoriesatinteractivestation(s)(24%vs.12%ofothers)orTookapersonallyguidedtour(25%vs.12%ofothers).

InformationSourcesandExperiencesVisitorswhofoundoutaboutIoNthroughwordofmouthweremorelikelytomarkBeingmovedbybeauty(61%vs.45%ofthosewhodidn’t).

Conclusions/DiscussionRespondentsatInfinityofNations:ArtandHistoryintheCollectionsoftheNationalMuseumoftheAmericanIndian,werepleasedwiththeexhibitionandratedithighly.TheratingwasessentiallyidenticaltothatofASongforaHorseNationbothforUSresidentsandinternationalvisitorsanditexceededthetwo‐yearoverallexperienceaverageforthemuseummeasuredin2009‐2011.BecausevisitorswereinterviewedonlyastheyleftIoN,wecannotassesstheextent

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towhichvisitorexperiencescomparedwiththeirpriorexpectationsandexperienceswithNativeAmericanartifacts.

USvisitorsratedtheexhibitionconsiderablyhigherthandidinternationalvisitors.ThisdifferenceisfoundgenerallyattheSmithsonian,notjustatNMAINewYork.ThedatainthisreportalsomakesitclearthattheexperiencesofUSresidentsandinternationalvisitorsdifferedinsomekeyways–notonlyintheexperiencestheyfoundespeciallysatisfyingbutalsointheassociationbetweenthoseexperiencesandrating.ItispossiblethattheexperiencesofinternationalvisitorsinSmithsonianexhibitionsdiffersinsomefundamental–butasyetunidentified–waysfromtheexperiencesofUSresidents.

OnthebasisofthestudyatNMAINewYork,InfinityofNationscontainssomeinterpretivestrategiesthatwereespeciallysuccessfulwithUSresidentsandmaybetransferabletoanotherNMAIexhibitionenvironment.Inparticular,thevideosandinteractivekioskswereutilizedbynearlyhalfofvisitorsandhadapositiveimpactontheirexperiences.

However,itshouldbenotedthatevenwhenrestrictedtoUSresidents,theratingofInfinityofNationsisnearlyidenticaltotheSmithsonianaverage.Inanydiscussionsofanidealexhibitionmodelthatwouldberatedbyvisitorssignificantlyabovethataverage,NMAImuseumstaffneedstocarefullyconsideritsprioritieswithrespecttovisitorsandthentakeintoaccountthewaysthatthesevisitorsapproachandengagethemuseumanditsexhibitions.

Ifwelookattheexhibitionclosely,wefindthattheexperiencesthatthecuratorialteamconsideredimportantwerereportedbysubstantialpercentagesofvisitors.ThetopfiveexperienceswereGaininginformation(58%),Seeingrare,valuable,oruncommonthings(55%),Enrichingmyunderstanding(51%),Beingmovedbybeauty(46%),andGettingasenseoftheeverydaylivesofothers(31%).Exceptforenrichingunderstanding,thesepercentageswereconsiderablyhigherthanwererecordedatNMAINewYorkduringthe2009‐2011study.

InfinityofNationswillbeatNMAINewYorkfortheforeseeablefuture.OP&Arecommendsthatsomeofthecluestowhat’satthecoreofvisitors’experiencesinthepresentstudybepursued,alongwithanin‐depthinvestigationoftheexperiencesofinternationalvisitors.ItwouldbenefitNMAINewYork(andNMAImoregenerally)toconsiderthisstudy,anditsqualitativepredecessorsastarttowardsafullunderstandingofthislandmarkexhibition.

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AppendixA:TotalGallerySpaceonSecondFloorofNMAINewYork11

11Source:http://nmai.si.edu/visitor/files/NMAINEWYORK_floorplan.pdf

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AppendixB:QuestionnaireforInfinityofNations

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AppendixC:ResponseFrequenciesforInfinityofNations

Isthisyourfirstvisittothemuseum?

Yes 18No 82Total 100

Whichofthefollowingexhibitionsdidyouseetoday?[Markoneormore]

MarkedSmallSpirits(dolls) 39CarlBeam(artistshow) 49TimeExposures(photography) 49InfinityofNations(objectsfromtheAmericas) 100

DidyoucometovisittodayspecificallytoseeInfinityofNations?

Yes 25No 75Total 100

Pleaserateyouroverallexperienceinthisexhibition,InfinityofNations.

Poor 0Fair 4Good 30Excellent 50Superior 16Total 100

HowdidyouknowabouttheInfinityofNationsexhibition?[Markoneormore]

MarkedMuseumwebsiteand/orsocialmedia 11Otherwebsiteand/orsocialmedia 7Newspaperormagazine 5Museumtour 5Museumbannersoutside 7Museumcalendarormailing 1Museumprogramorevent 1Wordofmouth 14Ididn’tknowaboutInfinityofNationsbeforetoday 53

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OnyourvisittoInfinityofNationstoday,whichofthesedidyoudo?[Markoneormore]

MarkedStartedintheheaddressroom 59Tookapersonallyguidedtour 12Tookanaudiotour 4Attendedlectureaboutexhibition 3Watchedvideosatinteractivestation(s) 27Listenedtopersonalstoriesatinteractivestation(s) 13Examinedanobjectindetailatinteractivestation(s) 33DownloadedexhibitionapptomySmartphone 2

WhatexperiencesdidyoufindespeciallysatisfyingininfinityofNations?[Markoneormore]

MarkedBeingmovedbybeauty 46Connectingwiththeemotionalexperiencesofothers 26Enrichingmyunderstanding 51Gaininginformation 58Gettingasenseoftheeverydaylivesofothers 31Recallingmemories 11ReflectingonthemeaningofwhatIsaw 25Seeingrare,valuable,oruncommonthings 55Talkingwithfriends/familyabouttheexhibition 22Talkingwithmuseumstaff/strangersabouttheexhibition 4

Withwhomareyouvisiting?[Markoneormore]

MarkedIamalone 21Adult(s) 73Youthage(s)13‐18 11Youth12andunder 15

Areyoumaleorfemale?

Male 47Female 53Total 100

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Whatisyourage?

Average:40Median:39

Postwar(Born1925‐1945) 4

LeadingEdgeBoomers(Born1946‐1955) 13TrailingEdgeBoomers(Born1956‐1964) 18GenerationX(Born1965‐1981) 26GenerationY(Born1982‐2001) 39Total 100

DoyouliveintheUnitedStatesoranothercountry?

UnitedStatesNewYorklocals

6544

Anothercountry 35Total 100

DoyouidentifyasAmericanIndian,AlaskaNativeorIndigenousAmerican?

Yes 10No 90Total 100

AreyouaCharterMemberofNMAI?

Yes 1No 99Total 100

ImageCredits

p.1 Mayaportraithead(Uxmal,Mexico;A.D.300–900) Photo:WalterLarrimorep.2 Kwakwaka’wakwmechanicalmask(CapeMudge,

VancouverIsland,BritishColumbia;ca.1900) Photo:ErnestAmorosop.4 Yup'ikmask(GoodNewsBay,Alaska;ca.1910) Photo:ErnestAmoroso