An exploration of the components of relational bonds to an arts festival brand

This research investigates the nature of the bonds that consumers form with a brand that provides highly uncertain outcomes, and is only available intermittently. The research model draws upon elements of Keller’s (2001) conceptualisation of brand resonance, and extends McAlexander, Kim, and Roberts’ (2003), and Muniz and O’Guinn’s (2001) brand community construct, testing these in an atypical service environment. Qualitative research suggested the need for a broader view of the bond formed in these circumstances, specifically one comprising measures of anticipation of usage, social attraction, commitment, loyalty, and trust. This paper reports on analysis undertaken to develop such a construct, which has been labelled “brand affinity”. Tests for discriminant validity suggest that the brand affinity construct is a distinct construct that can be used to measure consumer attitudes toward a highly uncertain, intermittently available product.

Multiculturalism in arts education: engaging schools in effective and authentic pedagogies

Serious questions have been raised by arts educators and community members about the effectiveness of multiculturalism that is usually enacted in Australian school settings by multi-arts festivals and related classroom activities. By exploring resources available to teachers, snapshots can be created of school practices that purport to be multicultural. Often these are only thematically integrated interdisciplinary exercises that do not reflect the complexity and diversity of true multiculturalism. Australia has for some time positioned itself as part of the global community. How this has been enacted in schools' multi-arts practices demonstrates our changing understanding of multiculturalism. The recent Australian National Review of School Music Education (2005) exhorts us to recognise cultural diversity, encourage participation and engagement and form partnerships, connections and networks. To achieve this we need to demonstrate authentic practice. Tucker (1992) has created an authenticity checklist that argues that materials should be prepared with the involvement of someone within the culture and include cultural context. Without this, we risk stripping the arts of much of its meaning. The authors contend that it should be possible in 21st century Australia to create authentic, meaningful arts education practices in schools given the rich cultural mosaic that forms our contemporary society.

Managerialism and the arts : a complete and utter bloody waste of time

Managerialism has been adopted with alacrity by Australian government agencies across multiple sectors. Studies of managerialism in concept and practice have been undertaken in some public sectors but not from a critical management perspective. This position paper examines the contribution of organization theory to an understanding of managerialism. Here we challenge the appropriateness and effectiveness of new managerialism generally, and for the arts in particular, through an analysis of conflict between an Artistic Director, General Manager and Board in a key Australian community arts organization. We call for further research into the appropriateness of management theory and practice for the arts; and seek better ways of managing our cultural capital.

Using creativity to achieve an entrepreneurial future for arts marketing

The marketing concept fails to explain marketing behaviour of small firms. Similar comments are now being made of large firms. This gap between theory and practice is even more significant in non-profit and arts organisations where sector specific philosophies often determine how marketing is embraced, with its underlying notions of the customer and profitability. Many of these organisations must overcome severe resource constraints by thinking creatively. This paper investigates the relationship between art, marketing, entrepreneurship and creativity in order to reach a clearer understanding of how creativity can assist both the arts organisation and those involved in researching the sector. There have been increasing calls within the academic marketing community to instil a creative philosophy within the research process. This call has not resulted in much research on the phenomenon within marketing, and certainly not from a nonprofit perspective. This paper discusses creativity as a concept drawing on a diverse range of literatures outside the management discipline. The link between creativity, marketing, entrepreneurship and art is analysed. Justification of the incorporation of creativity in the research process is presented for practitioners and theorists in marketing and the arts, so that they can learn from each others' disciplines. Implications for future research are presented, where creativity is viewed as the centre of a non-linear, free thinking understanding of artistic truth.

'Creative destruction': knowledge economy policy and the future of arts and humanities in the academy

Policy conceptualizations of the global knowledge economy have led to the channelling of much Higher Education and Research and Development funding into the priority areas of science and technology. Among other things, this diversion of funding calls into question the future of traditional humanities and creative arts faculties. How these faculties, and the disciplines within them, might reconfigure themselves for the knowledge economy is, therefore, a question of great importance, although one that as yet has not been adequately answered. This paper explores some of the reasons for this by looking at how innovation in the knowledge economy is typically theorized. It takes one policy trajectory informing Australia's key innovation statement as an example. It argues that, insofar as the formation of this knowledge economy policy has been informed by a techno-economic paradigm, it works to preclude many humanities and creative arts disciplines. This paper, therefore, looks at how an alternative theorization of the knowledge economy might offer a more robust framework from within which to develop humanities and creative arts Higher Education and Research policy in the knowledge economy, both in Australia and internationally.
1 This article draws on the Australian Research Council project, Knowledge/economy/society: a sociological study of an education policy discourse in Australia in globalising circumstances, being conducted by Jane Kenway, Elizabeth Bullen and Simon Robb. This 3-year project looks at how understandings of the knowledge economy and knowledge society inform current education policy and, in turn, how this policy translates into educational practice. The methodology includes policy analysis, interviews with policy makers in government, and supranational organizations. It also includes cameo studies of innovative educational practice, two of which we draw on here.

Toward a new understanding of the social impact of the arts

Australia was pivotal in placing empirical study of the social impact of the arts on the map, and yet, a lack of continued robust research has meant that it no longer holds this place. Despite a general acceptance within the arts and health industries that the arts can have positive social impacts, there is little robust evidence to prove this. This paper reviews existing research, finding three primary debates around meaning, methodology, and mastery. This paper recommends a holistic approach to arts impact studies that juxtapose the social and intrinsic impacts. This paper is part of a larger research project into the impact of the arts that will redeem Australia’s place as leaders in social impact of the arts studies.

On the margins : a study of the representation of the arts in the news pages of the newspaper

The principal objective of this paper is to investigate how the arts are represented in the Australian print media. The research is conducted by means of textual analysis focusing on a number of case studies where arts stories appeared in the news pages of an Australian daily broadsheet newspaper. This paper argues that in these case studies the arts are represented in terms of a limited range of rhetorical frameworks. These frameworks help constitute public knowledge about the arts and their marginalised status in Australia. This paper offers a critique of current arts policy which fails to recognise the role of the media in reinforcing the marginalisation of the arts.

Full house theory – a new theory for assessing demand for arts centres

Discusses the Full House Theory, a theory for measuring the demand for new arts centers. Information on the Central Place Theory; Implementation of cultural mapping techniques in assessing the demand for arts centers; Marketing research methodologies.

Audience experience : measuring quality in the performing arts

Traditional measures of quality in the performing arts include critical reviews, awards, attendance data, the reputation of the director, company or lead performers, and attributions of success such as festival participation or sponsorship and grants. However, the recent literature on audience values, quest for authenticity and the personal experience suggests the need for empirical research into the capacity of the audience experience as an appropriate and important measure of quality in the performing arts. The authors use primary research with performing arts audiences to explore notions of quality, audience risk and audience experience to redefine the quality-measurement paradigm.

Jack of all trades, master of some ...or none? Training teachers in Integrated Arts

This article reports on the integration of music with other ‘Arts’ in teacher training at a South African university where a challenge tertiary educators face is how to successfully integrate music within the Arts and Culture learning area of the school education system. The article firstly provides a brief background to the South African educational context. Secondly, it outlines current practices in the in the implementation of the integrated arts curriculum in schools and teacher training. Thirdly, it discusses pertinent issues and challenges in relation to team teaching, integration and curriculum change in teacher training. Given the constraints and opportunities that universities currently experience, this article investigates and reports on the issue of whether students should be trained as Jack of all trades and master of some…or none or Master of one trade and Jack of some with regard to integrating the Arts.