What is Interpretive Communication (John Veverka)

7/29/2019 What is Interpretive Communication (John Veverka)

1/56

What is interpretive communication?


2/56

Interpreters

ABCDEFGHIJKL

MNOPQRSTUVW

XYZWe use these to makearrangements for you to:

Laugh, cry, imagine,

remember, hope,

dream and belong.


3/56

We do translate

From the technical

languages of the

experts to thelanguages of

every-day people.

Conceptualtranslation..


4/56

The definition

Interpretation is a communication process

designed to REVEAL meanings and

relationships of our cultural and natural

heritage, to the public, through first hand

involvement and experiences with objects,

landscapes, artifacts or sites.


5/56

Tilden and beyond

Freeman Tilden first set

forth the principles of

interpretation in his

bookInterpreting OurHeritage.


6/56

Tildens Principles

1. Any interpretation that does not somehow relate

what is being displayed or described to something

within the personality or experience of the visitor

will be sterile.

2. Information, as such, is not Interpretation.

Interpretation is revelation based upon information.

But they are entirely different things. However, all

interpretation includes information.


7/56

3. Interpretation is an art, which combines many arts.

Any art is in some degree teachable.

4. The chief aim of Interpretation is provocation, notinstruction.

5. Interpretation should aim to present a whole (theme)rather than a part, and must address itself to the whole

person rather than any phase.


8/56

6. Interpretation addressed

to children (up to the

age of 12) should not be

a dilution of thepresentation to adults,

but should follow a

fundamentally different

approach. To be at itsbest it will require a

separate program.


9/56

Tildens TIPS

We developed a shorthand of these principles

and call them Tildens TIPS.

- Provoke- Relate

- Reveal

- Address the whole

- Message Unity


10/56

An Example The Jackson Clubs dark secret.

In 1842, this was the location of theJackson Club, a club,forMen Only! This was the place where the elite of Jacksoncame to do business, visit, and talk about the news of thetimes. And becoming a member was not easyyou had to besomebody important!

Mike Sommerville was somebody! Arriving in Jacksonin 1843, he quickly developed a reputation as a powerful

businessman, and was invited to become a member of theJackson Club. Mike served two terms as club president, andeven helped increase the membership of this Mens onlyorganization. A proud member for 25 years, it wasnt untilMikes death in 1869 that it was discovered

that Mike was really MichelleYep! A Woman!


11/56

(Directions to the next stopuse a different color orfont to distinguish fromtext.)

Your next stop on thetour is just one block downthis street on the right, alarge white home, number321. I t looks l ike anordinary home, but theres

an extraordinary storyburied in the garden. Illmeet you there with ashovel.


12/56

More examples of Provoke, Relate

and Reveal

Lets do a guided tour of the COW museum.

First we need an interpretive theme:Cows are amazing creatures that affect all of

our l ives in many dif ferent ways.


13/56

In the 1700s cows

changed the face of the

east coast countryside

forever?

How? By eating grass!

But the wrong grass!


14/56

But there is morelets go to our

next stopthe skin stop.

Lets look at what holds the

cow togetherits skin.

Do you own and covet

cow skin?

To make it sound betterwe call it leather!


15/56

Lets take a look at the inside of a

cow to see what is in us.

Ever have a hamburger,

steak, ribs, or any other

cow part for your lunchor dinner? You are

what you eat.

You are made up in part

of cow stuff!


16/56

Lets move on to the business end of

the cowhad any lately?


17/56

What about the cow poo? We need

it too!

If youre a vegetarian, you

need cows too. Where

do you think the cow

poo goes? It may havebeen used to help grow

your lunch (be sure to

wash it first).


18/56

Did you know that cows were

needed for elegant dinning? Is there

a cow in your china cabinet?

Bone china is approximately 53% cow bone ash!


19/56

Of coursedogs appreciate cows

too!


20/56

I bet there might be a cow in your

library! Can you hear it?

Ever been glued to a

good book. Cows have

been glued to good

books for hundreds ofyears.

Their leather covers

protects the pages.

Their glue held the

bindings together.


21/56

Keep an eye out for cows in your

childrens science class.


22/56

How Cows CommunicateI

heard it through the bovine.


23/56

Hi tech cows.


24/56

International Cows


25/56

The first Starbucks

Were not done yet we have to go


26/56

Were not done yet we have to go

to the cow on the street for more

ways cows affect our lives.


27/56

Cow Joke Museum Branch


28/56


29/56


30/56

Cows in Social Science

Socialism:

You have 2 cows.You give one to your

neighbor.


31/56

Communism

You have 2 cows.

The State takes both andgives you milk.


32/56

Fascism

You have 2 cows.

The State takes both and sells

you the milk.


33/56

Capitalism

You have 2 cows.

You sell one and buy a bull.

Your herd multiplies.

You sell them and retire on the income.


34/56

Cows in Business

An American Corporation:

You have 2 cows.

You sell one, and force the other to

produce the milk of two cows.

You hire a consultant to analyze whythe cow has dropped dead.


35/56

A French Corporation

You have two cows.

You organize a protest against the

US milk because their cows are

genetically modified.


36/56

A Japanese Corporation

You have two Cows.

You redesign them so they are one-

tenth the size of an ordinary cow

and produce the same milk as

long as they are massaged.


37/56

A German Corporation

You have 2 cows.

You re-engineer them so they live for50 years and make cheese

themselves.


38/56

An Italian Corporation

You have 2 cows.

You turn them into designer

handbags.


39/56

A Swiss Corporation

You have 500 cows.

You charge the owners for not

telling anyone about the cows.


40/56

A British Corporation

You have two cows.

You dress one up and keep it inBuckingham Palace.


41/56

A New Zealand Corporation

You have 2 cows.

The one on the left looks very

attractive


42/56

But for some people 2 cows

are not enough!

The big Cowperations want

all the cows!


43/56

They collect cows!

Th k f


44/56

They keep extra cows for

emergencies!


45/56

Then there are the Cow

Towns!


46/56

We name our towns after cows.


47/56


48/56

At our last stop of the tour well look at

one of the most important things cows

give us.

Know what it is?


49/56

Cowboys of course.

What would cowboys be with out cows?

Be sheepboys! That just doesnt sound romantic at all.

W t h hild b t t


50/56

We teach children about cows at

an early age too!


51/56

Is there a little cow in each of us?

H b ? N


52/56

How now brown cow? Now you

know how!

Well, this is the end of the tour.Who can tell me at least oneway cows affect your life?

Now you know why cows areamazing creatures thataffect all of our lives inmany different ways. Thenext time you see a cow

thank ityou may see it orits affect on you again in thefuture and not even know it.


53/56

N k th t f th


54/56

Now you know the rest of the

story.


55/56

Time for a Break


56/56

Documents

What is Interpretive Communication (John Veverka)