University Museums as Promotional Media for Universities: A Case Study of the Anatomy Museum of the Faculty of Medicine and Health Sciences Unika Atma Jaya
Museum values are often a topic of discussion. As a public institution, museums are expected to be responsive and adaptive as they must compete for public resources by justifying the value they contribute to individuals and society. The Anatomy Museum of the Faculty of Medicine and Health Sciences, Universitas Katolik Indonesia Atma Jaya (FKIK UAJ) is one of the university museums in Indonesia. This museum has an unusual collection and acts as a living laboratory. Research questions were: (1) What are the values of FKIK UAJ Anatomy Museum? (2) Are there differences in values constructed by the museum and those perceived by visitors? Research objectives were (1) to identify the values of the Anatomy Museum, and (2) to map the meaning of the Anatomy Museum based on the visitor’s perspective. Informants were determined using nonprobability sampling, comprising museum stakeholders, i.e. (1) visitors; (2) initiators and managers; (3) policymakers at the university. Results showed that the Anatomy Museum had seven values constructed through the collection’s selection, maintenance and assessment, curatorial exhibitions, facilities, and providing public services and programmes. Not all values constructed by the museum were perceived similarly by the visitors. Spiritual, professional and caring; educational and recreational were the visitors’ interpretation of museum values. Moreover, visitors perceive the museum as promotional media for FKIK UAJ, learning media at the university, and motivational tools for studying medicine.