If you surveyed the top places Thais liked to visit in the previous decade, museums would hardly make the list. But this year marked the 10th anniversary of the National Discovery Museum Institute (NDMI), an organisation that promotes museums as places of fun and learning. Its prototype — and marquee showcase — is Museum Siam, which celebrates its 7th anniversary this year.
Museum Siam has made its mark by emphasising interactive learning and modern ways to impart information. Its permanent exhibition tackles the idea of "Thainess" through the ages in an interactive and colourful presentation — with multi-screen videos, touchable displays and even a replica of old-fashioned restaurants where you can sit down.
There are also temporary exhibitions on social history around the year. The museum is based on the idea of "discovery", which means that there is no better way to learn than discovering the knowledge yourself.
"If people learn by themselves, they will definitely memorise the subject better. We want people to question as well as interact with the exhibition," said Rames Promyen, director of the NDMI, which is part of the Office of Knowledge Management and Development (OKMD). "Sometimes there might be different sets of information presented in the exhibition, but what we try to say here is that the information from museums is not the only answer. We want people to inquire, think and find the answer themselves."
Each year over the past seven years, Museum Siam has welcomed approximately 120,000 visitors. Its activities and exhibits have contributed to the shifting attitude towards museums as less boring places. Generation Y is the major target group the museum is trying to reach.
NDMI is part of the government. However, the organisation is managed more like a private sector agency, where understanding the target group is considered one of the most significant tasks.
"We need to learn what the target group like to do, where they like to go, what they give priority to. We then can interpret the information received to create the exhibition," he said.
Besides Museum Siam, NDMI's mission is to develop other museums all across the country. Now, out of the total number of 1,437, many are small, local establishments.
"Museums in each country reflect cultural and social stability. However, museums in Thailand haven't yet reached that point. What they often do is similar across the country. They put items in wooden showcases with a three-line explanation informing the date that the item was discovered," said Rames. "The core definition of a museum is that it is a place for learning and the learning has to be enjoyable. The kind of museum we have here doesn't fit that definition."
Rames lists three obstacles for museums in Thailand. First, the policy: the national budget is prioritised to improve life quality while the cultural angle is disregarded. Secondly, museum curators lack tools to communicate with the public. Lastly, many museums are short of money.
"We've tried to push the idea at the policy level with the hope that one day cultural policy will be driven along. We also send staff to museums to provide them with knowledge," said Rames. "We also launched Muse Pass, which allows access to 20 museums in Bangkok, to encourage more visits to museums. It can be purchased at any museum while the income will directly benefit that museum."
It has been 10 years since NDMI came into being as the first stage in promoting the foundation of new learning. The next stage, Rames said, is to help transform other museums in Thailand to reach the same potential. NDMI also plans to create an online database and digital archive of objects in museums around Thailand.
Museum Siam is planning to upgrade its permanent exhibition, update information as well as launch i-museum so people can experience visiting museums both online and in person.
"In the next few decades, the world will get more and more standardised. Countries with strong manufacturing bases tend to have advantages over others. At the end of the day, they are able to manufacture anything very close to the original but what's unique is the cultural asset," said Rames.
"Museums can take an important role in passing on the cultural roots and knowledge. But that can happen only if we value our cultural assets."
