Abstract
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.
Introduction
One of the primary objectives in drawing visitors to museums is to exert social influence, aiming to enhance human skills and behaviors within society, thereby fostering a shift in individual attitudes. Altering mindsets is a key strategy in this endeavor, as it enables audiences to undergo diverse personal experiences. This study digs into imparting the moral and social significance of justice through the portrayal of the renowned historical figure, Darius the Great, at the National Museum of Iran. The research encompasses preliminary investigations into the significance of justice during the Achaemenid Period, the rationale behind highlighting the theme of justice, the tools and methodologies employed for data collection, as well as the development of a customized questionnaire in collaboration with the museum. The ultimate goal is to obtain research insights on how museum artifacts can effectively engage audiences through the message they convey, thereby guiding museum managers in curating their collections.
Background
The book A new look at the Experience of visiting a Museum, written by John H Falk - Lynn D. Dierking (2016) - The book The Power of objects in Learning and object-based education, written by Christian Hardy (2015) - The book Changing minds, art and science, changing your mind and others, written by Howard Gardner (2007) - The book of methods of persuasion and propaganda, written by Rehane Ahmadi Dehka (1395) - The book of theories, concepts, and basics of audience studies in the museum, written by Marzieh Hekmat-Lila Qadr (2018) - a valuable model article for the attention of visitors The Museum, written by Stephen Bitgood (2010) - The essay Unique Experiences with Museum Objects, written by Christine F. Latham (2013) addresses the issue of empiricism through the mind.
Description
The museum has three primary objectives in attracting the audience: conveying the message of the artworks and objects, persuading the audience, and altering their attitudes towards individual experiences. Its ultimate goal is to transform minds and attitudes to restore the societal values that enhance individual skills and abilities, contributing to the progress of society. These values possess the potential to expand and strengthen through both objective and subjective elements. The objective aspect involves displaying objects, while the subjective aspect entails selecting the subject of display. There are various methods to change one's mindset, and paying attention to works of art is one of them. However, the two crucial pillars in attracting the audience are capturing their attention and the appeal of the objects. Through the physiological processes of the brain and the ability to captivate attention, the museum's persuasive message can have a profound impact on the audience. One of the techniques and tools employed to attract the audience to the museum is creating experiences that offer enjoyment, visualization, creativity, playfulness, and a personal connection with historical figures. Additionally, storytelling, object-based education, and the design of emotionally-charged and morally-driven exhibitions serve as means to engage and captivate the audience. The purpose of storytelling is to persuade individuals to change their mindset and develop a new attitude. Another effective approach is object-based education, which provides numerous opportunities to attract an audience.
The Audience of Darius the Great
The Audience of Darius the Great is a significant motif from the Achaemenid Period, dating back 2500 years, and is currently housed in the National Museum of Iran. This portrayal emphasizes the grandeur of the kingdom, and royal authority, and serves as a symbol of judgment and governance exclusive to the king.
The public scene of Persepolis is a crucial historical image highlighting the pursuit of justice. This scene has been depicted on various archives and treasury seals, indicating a tradition where the oppressed could seek justice. The strength of the royal system stemmed from the Achaemenid kings' commitment to implementing strict laws, as evidenced in the ancient inscriptions of Darius' era. Darius, also known as Daria and Homeneh, was recognized for supporting righteous ideas, as reflected in the Gatha. His emphasis on establishing and upholding laws is evident in his title. Darius Achaemenid's reign was characterized by his dedication to protecting and maintaining loyalty to his laws. Through his inscriptions, Darius the Great consistently sought divine assistance in ensuring justice prevailed among his people.                                 
Discussion and analysis
Based on the objectives of engaging the audience with the museum (self-created survey), a total of 21 questions were formulated. The responses from the survey were then used to create a chart using Excel, which is categorized into four sections (the impact of the work's message, the persuasiveness of the work's message, the personal and interpersonal experiences evoked by the work's message, and the work's social impact on the audience). The chart comprises subjective feedback, audience perceptions derived from focusing on the narrative, critical thinking and intellectual engagement with the subject matter, and the significance of the Achaemenid era judiciary, which held moral and behavioral importance among the ancient people of Iran. As per the statistical analysis conducted through the Excel program, the data in chart 1, based on responses to the 21-question survey, indicates the following: 65% audience engagement (impactful message), 60% audience engagement (persuasive message), 68% audience engagement (personal and interpersonal experiences), and 88% audience engagement (social impact of the message). The significant 88% increase in audience engagement with the social impact of the message demonstrates a shift in audience mindset and attitude towards the content, showing a stronger connection to this historical era.
Conclusion
The works and artifacts found in museums serve as crucial sources of information and enlightenment. By utilizing the moral and social message conveyed by the remarkable figure of Darius the Great in the National Museum of Iran, a method for imparting moral and educational teachings has been established within the museum. This approach enables the transfer and reinforcement of behavioral skills at the community level. As mentioned, museums strive to imbue their works and objects with meaning, thereby altering the audience's perspective and facilitating their mental engagement. This, in turn, creates a conducive environment for the transmission of moral, social, and even aesthetic messages, ultimately fostering pro-social behaviors. The interaction between the audience and the museum's content, as well as the mental representations, imagination, and visualization evoked by the objects, are significant outcomes of the museum experience. These outcomes contribute to individual experiences and, ultimately, interpersonal connections.