Comunicare il Museo Etrusco

The reorganization of the Italian Cultural Heritage Ministry in the last four years has
completely revolutionized the system of management and communication of national
cultural heritage. Among the most significant aspects of this revolution, undoubtedly, is
the introduction of concepts, such as enjoyment, into the official language of the museum’s
mission. The challenge for a new generation of museums, therefore, becomes that of
educating and at the same time amusing, finding new ways of communicating through
storytelling and emotional engagement. With these aims, the reform has included the
Villa Giulia Museum among the first thirty museums in Italy to have special, scientific,
managerial and administrative autonomy, which represents an important opportunity and
challenge for the only museum with these characteristics entirely dedicated to the Etruscans
and the others cultures of pre-Roman Central Italy. The Villa Giulia Museum is so far the
only museum in Italy to have included as part of its mission the principles of the Council
of Europe Framework Convention on the Value of Cultural Heritage for Society (Faro,
2005). Many of the initiatives promoted so far have been inspired by these values, aimed at
encouraging the active participation of citizens in the life of the Museum. Communication
activities also moved in the same direction, with results that greatly increased the visibility
and knowledge of the Museum and of Etruscan civilization.