ABSTRACT
From within, visitors are saying that they perceive museums as places of relaxation and leisure. People often come with their families and other social groups, and they often come first and foremost for social reasons. From outside, the very role of the museum as a social institution is being redefined. Museums are more than ever agents of public service, and they are becoming forums for public debate, dialogue, and controversy. Visitor studies and other areas have contributed a wealth of information and knowledge about museums, their audiences, and their communities. Museums need to capitalize on this knowledge by promoting and advocating graduate training and research programs with an eye to the public dimension of museums. Past assumptions about decision making, authority, departmental boundaries, communication patterns, and what it means to be effective are reflected upon and challenged.
