Thematic interpretation

Thematic interpretation is an approach to heritage interpretation originally advocated by Professor William J. Lewis (University of Vermont) and subsequently developed by Professor Sam H. Ham (University of Idaho). In the thematic approach, an interpreter relies on a central theme (i.e., a major point or message) to guide development of a communication activity or device. In presenting the activity or device, the thematic interpreter develops the theme in such a way that it will be highly relevant to an audience. According to studies, presenting a strongly relevant theme greatly increases the likelihood an interpreter will succeed in provoking an audience to think about theme-related issues.

Beginning in the early 2000s, the thematic approach has been adopted widely in persuasive communication campaigns aimed at impacting environmental behaviors, especially those related to energy and water consumption, and in occupational safety and risk communication programs. In the broader fields of sustainable development and risk communication, the term thematic communication (rather than thematic "interpretation") is often used. The two approaches, however, are identical, and both are linked largely to Ham's (1992) book, Environmental Interpretation.

The thematic approach to interpretation was popularized in the book Environmental Interpretation (1992) by Dr. Sam H. Ham (University of Idaho) which has become standard reading for many students of interpretation and interpretive tour guiding. Prior to Dr. Ham's book, two additional contributors to the field of Interpretation are its founder, Freeman Tilden and his book, Interpreting Our Heritage (1957) and Dr. Grant W. Sharpe (University of Washington) and his work, Interpreting the Environment.

Ham formally presented the thematic approach for the first time in his 1992 book, wherein he outlined the "EROT" (Enjoyable, Relevant, Organized, Thematic) framework. Drawing heavily on persuasive communication research, Ham refined the EROT framework in the early 2000s and renamed it the TORE model of thematic interpretation. The most detailed presentation of the TORE model is in Interpretation-- Making a difference on purpose which Ham published in 2013.

There are obvious parallels between Ham's view of thematic interpretation and those of Freeman Tilden who is widely considered the founder of the field of interpretation. The most important parallel is that both see interpretation as a process aimed at provoking audiences to do their own thinking and thereby develop their own subjective understanding of the world. This is in contrast to the view that interpretation instructs audiences to know or accept the interpreter's understanding of things.

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