Transmitting the Message of Museum Works and Artifacts by VTS Method and Attracting the Visitors through It: A Case Study of the Audience of Darius the Great (Bar-e-Ãm-e-Dariush), National Museum of Iran

One of the key strategies to engage visitors with museums is by effectively communicating the significance of museum artifacts and works. The primary goal of drawing in audiences to museums is to inspire changes in individual behaviors and societal norms. The messages conveyed by museum objects should stimulate a shift in perspectives and attitudes, fostering critical thinking and providing a conducive environment for intellectual growth and understanding of human behavior among visitors. This study aims to highlight the ethical and behavioral aspects of a historical artifact housed in the museum, which held great importance during a crucial period in Iran's history. Focusing on the case of Darius the Great at the National Museum of Iran, the authors aim to explore how the messaging of museum objects can be utilized to captivate audiences and effectively convey the essence of a museum piece. Also, this paper aims to address the following research question: How do museum works and objects alter the attitude and motivation, ultimately influencing the behavior of the audience? The research methodology employed in this article is a descriptive analysis of a quantitative-qualitative nature. Data was gathered from library resources, websites, and the VTS method. The measurement tools utilized in this study include the Excel software program and a self-made questionnaire distributed at the museum. The findings of the research indicate that museum objects can initially offer significant historical insights into Iran's past politics to contemporary audiences. Furthermore, by focusing on the three key elements of engaging the audience - conveying the message of museum objects, persuasion, and personal experiences - the study underscores the importance of the moral content embedded in the message of museum objects. This approach aims to transform the mindset and attitude of the audience.