Abstract
This study is rooted in the seismic shift of museums towards inclusivity and accessibility, whereby each exhibit label is no longer just a piece of text, but a means to create a richer, more engaging experience for everyone. Museums in Hong Kong have embraced this transformative ethos, but museum text creators are unsure how to craft English exhibit labels that resonate with diverse audiences. Lingering in the shadows are questions about the right linguistic tools to prepare a new generation of museum writers. Consequently, this research aims to empower Hong Kong’s museums with essential linguistic tools and insights they need to create inclusive and accessible texts.
While previous studies on exhibit labels (e.g., Ravelli, 2006; Blunden, 2017) have primarily relied on qualitative discourse analysis approaches, this study employs a corpus-assisted discourse studies approach (CADS), integrating techniques and tools developed within corpus linguistics. This approach involves ‘oscillating’ (Mautner, 2007: p. 66) or ‘shunting’ (Partington & Marchi, 2015: p. 231) between the quantitative and qualitative components of the analysis, creating a ‘useful synergy’ between discourse studies and corpus linguistics (Subtirelu & Baker, 2018: p. 107). CADS enables analysts to examine a corpus as a whole rather than focusing solely on certain texts that may, by chance or on purpose, validate what one meant to convey all along. It thus refutes the ‘cherry-picking’ allegation often levelled against discourse studies. Furthermore, researchers appreciate the contribution that CADS makes towards ‘unpacking what makes discourse tick’ and ‘the greater confidence it gives the analyst in interpreting the results’ (Gillings et al., 2023: p. 1).
To pinpoint features engaging audiences, we collected 100 exhibit labels from one local art museum and conducted a corpus-assisted discourse study (CADS). Frequent keywords were generated using WordSmith 8.0, and their functions in context were analysed through close reading of concordances. We found that personified verbs (e.g., the hotel expresses…; the building helped…; its success allowed…) gave objects and abstract concepts a human or lifelike quality, making knowledge more personally relatable to the audiences. We also found that verbs depicting material processes (e.g., arrive, pass through, live) collocated with personal pronouns (e.g., we live) or human agents (e.g., guests pass through) helped to construct narratives that led the reader into an imagined world or scenario. Other interesting features included the use of evaluative language (e.g., this is not a record player) to anticipate and engage in audiences’ potential reactions. These findings offer practical insights for enhancing the inclusive text-writing skills of museum professionals, informing training materials and serving as benchmarks for digital curatorial writing tools. Ultimately, the integrated inclusive strategies derived from this study aim to enhance the overall museum experience.