ABSTRACT
The competent, reflective use of the possibilities of non-verbal, symbolic and holistic media has become increasingly important to counter shallow clichéd slogans and to enable people to move towards active participation and decision-making by offering positively inspiring and stimulating experiences. In this respect, museums with relevant messages and high-quality, eye-catching communication can be effective as public places for informal learning and entertainment. The decision-makers in these institutions, however, have to know how to use the museum's potential productively. For this there is no generally applicable formula. Not only does the museum not exist, but there are innumerable and very different institutions, each with histories and collections of its own, and with specific relations to its public. 2
