Engaged Dialogism in Virtual Space: An Exploration of Research Strategies for Virtual Museums

Abstract

This chapter examines how to formulate an audience-centered strategy in researching the optimal performance of virtual museums using a new theoretical framework based on appraisal theory and classical rhetoric. In planning, creating, and monitoring performance in virtual space, designers must have knowledge of how varied audiences use and interpret the content contained in a virtual museum. The proposed model offers a unique way of assessing discourse and the persuasive use of language to understand audience behavior, and also allows designers of cultural programs to better plan, create, and monitor the performance of exhibits and institutions in the virtual space.

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