The influence of media information on the motivation to visit the museum-reserve (on the example of Arkaim)
DOI:
https://doi.org/10.47475/2070-0695-2025-58-4-50-57Keywords:
Arkaim, motivation, media information, museum-reserve, authenticityAbstract
This study aims to identify and analyze the relationship between media sources (social media, print media, television, travel agencies, etc.) and the motivations of potential visitors to Arkaim. Data from a visitor survey (N=926) for 2023–2024 is used for analysis. Despite confirmation of the core motivation for visiting Arkaim (closeness to nature, the museum component of the space, and interest in the energy of the place), the results indicate that different media formats contribute to the dominance of different types of motivations. Information about Arkaim through television, print media, and online resources primarily fosters "historical" motivation – interest in the museum component. At the same time, travel agencies and private guides become conduits for the desire to experience the energy of the place, which corresponds to the need for existential authenticity. The relationship between information about Arkaim from media personalities and motivation is also examined. It has been established that they not only serve as sources of information but also activate specific motivational domains. The analysis also confirmed that, in addition to the dominant motivation characteristic of a particular cluster of media formats, there are two others, represented by significant quantitative indicators. Together, these three motivations form a core motivational cluster for this space. The article concludes that the modern museum-reserve functions as a multidimensional cultural space, where media formats are not simply sources of information but participate in shaping meanings and expectations of the space. Various media formats can reinforce the dominant motivation but do not isolate it – they contribute to a flexible motivational landscape that can change depending on the visitor's personal experience.
Acknowledgments: The study was supported by a grant from the Russian Science Foundation (jointly with the Chelyabinsk Region) No. 23-18-20098 “Materialized Identity: Construction of Memory in a Socio-Economic Perspective (using the example of the Arkaim archaeological site)” (https://rscf.ru/project/23-18-20098/)
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