“Farquhar”念“Ba Gua”

整个《联合早报》的标题是:《“Farquhar”念“Ba Gua” 李国煌带团笑游博物馆》。摘要:

形象很“阿明”的新传媒主持人李国煌,带团参观新加坡历史博物馆时不忘作弄历史人物,把英国驻新加坡首任殖民地行政官威廉·法夸尔的英文名“William Farquhar”,叫成“William Ba Gua”(肉干的福建发音)。

昨天,李国煌以”探索新加坡”大使身份担任导游,带领良团公司180名公众游博物馆,介绍生活馆4个展览厅的文物,分别有服装、电影、摄影和美食厅。由于每一团有近百人,当大家拥入空间有限的展览厅时,场面好似狂街庆夜市般拥挤热闹。

读到这个,就让我想到好几天前的另一个文章。摘要:

博物馆是高雅的艺术殿堂,李国煌的主持形象偏向搞笑、通俗、草根,他更自称是“阿明”一派,两者会否格格不入?

要打破旧观念

许婉韵说:“我们就是要打破大家的观念。博物馆并不高级,它可以很生活化。我们希望大家像平常逛街那样,也来逛博物馆。博物馆里多设有餐厅,公众可以前来用餐,不一定要进馆参观;我们的展品也不一定在馆内,有些放在展厅外。展品有食品、时装、电影,什么阶层的人都可以来看。”

“Change is constant”这句话不是没道理的。艺术、文化、宗教等虽说是几百年提炼出的精髓,但若不与时并进,也难逃被冷落的厄运。

在选择李国煌作为大使前,想必博物馆管理层曾经过激烈的讨论。但若不出此招数,我想再多的广告于宣传都不会吸引那么多公众的参与。

So controversy can be effectively used to one’s advantage.

One may ask, “Isn’t doing this attracting the wrong crowd to the Museum?” There are two answers.

NO. One should see this as a chance to expose the Museum to some Singaporeans who has never stepped in to the Museum before. Would a housemaker ever think of visiting the Museum? How about their children? Now, there is a pull factor for this family to visit. The original intent for this family might be wrong (“I want to see Mark Lee! He’s so funny on TV!”), but having this exposure may give the Museum a chance to set their image right in people’s hearts, a.k.a. 打破旧观念.

YES. But, face it, we are living in a society where numbers matter. Any institution has to do some number crunching and let the higher institutions know the value of their existence via numbers. Companies do this via reporting their revenues and profits. Non-profit organizations like the Museum depends on the crowd they manage to attract yearly.

Well, the Museum definitely has done its job preparing Mark Lee for the big day. Most of the interviewed visitors were pleased with his walk through. And I applaud the management for taking such a bold but calculated move. Who knows, maybe I’d pop a visit down to the Museum after my exams.

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