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.