Reimagining Visitor Studies: Toward Equity and Social Justice in Museum Spaces

Abstract

This article reflects critically on the visitor studies field and discusses the stronger role it could play in advancing equity and social justice in museums. We frame this reflection through an examination of the role visitor studies has played in the evolution of U.S. museums from collections-focused to visitor-centered organizations. We argue that we must now expand and re-imagine our orientation to become equity-centered. We outline four dimensions of our vision for equity-centered practice: (1) prioritizing people and communities closest to harm, (2) shifting museums’ relationship stance from inviting marginalized groups to visit as guests to fostering rightful presence, (3) designing content and experiences that are culturally sustaining, and (4) adopting an organizational focus that examines programs and exhibits in the larger context of museums’ organizational change toward equity. We conclude with case examples that illustrate how these dimensions have been enacted toward an equity-centered orientation in visitor studies.

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