Changes in arts organisations under the open market economy in Vietnam

The paper examines changes in arts organisations in Vietnam under the context of changes in the arts and culture sector in Vietnam and in the world.

Arts leadership : case studies of Vietnamese arts managers

Since the economic reform in Vietnam in 1986, the arts community has had more opportunity to develop, given greater artistic and financial autonomy. In this context it has become necessary for arts leaders to develop management skills to adapt to a new competitive context. This has become more important since the Vietnamese government sought to relieve the problem of inadequate state funding for arts organisations through its policy of socialisation (self-finance). In this research, a case study approach was employed, using judgmental sampling. Arts administrators involved with managing large performing arts organisations in Vietnam, were interviewed in-depth. The findings of this study indicate that formal education and training in arts management is required to provide arts managers with modern arts management skills, in order both to smooth the process of becoming more self sustaining, and subsequently to take advantage of this new context. In addition, arts leaders in Vietnam need to adopt the role of an entrepreneur, to adapt and manage performing arts organisations, given the pressure of global economics and culture.

Arts marketing : a new tool for development of the arts sector in the market context in Vietnam

Since the economic reform in Vietnam in 1986 provided more artistic and financial autonomy, the arts community has had more opportunity to develop. It has hence become necessary for arts leaders to obtain management and marketing skills to adapt to the new competitive environment. This necessity became vital when the Vietnamese government sought to tackle the problem of inadequate state funding for arts organisations through its policy of socialisation. This paper sets out to examine how performing arts organisations in Vietnam apply arts marketing strategies to adapt to the market context via empirical data from the cases studied: Vietnam National Symphony Orchestra and Hanoi Youth Theatre. Further, it identifies implications for the development of the sector. Findings indicate that Vietnamese performing arts organisations focus on the role of marketing for organisational development, although there are a lack of resources and a limited knowledge in this area. Thus, training in arts marketing and arts management is needed to maximise capacity of arts leaders in managing their organisations in the changing context.

Restructuring of education and training in Vietnam : a development and application of arts management training in Australia to Vietnam

The adoption of a more market-oriented economy under doi moi has paved the way for Vietnam to record remarkable human development achievements in the past decades. The Vietnamese education system has been undergoing continuous changes for almost twenty years. Key reforms have been implemented in the education and training sector such as privatising the sector; expanding the schooling system, the vocational education and training (VET) system, and higher education. This paper examines: (1) key reforms implemented in the education and training sector, placed in a broader context of economic reforms in Vietnam; (2) a development of arts management training courses in Vietnam to assist cultural organisations to adjust to social changes, as Vietnamese education institutions have not had much experience in designing training courses in arts and culture management; (3) several arts management training courses in Australian institutions to see the possibility to apply training in arts management in Australia to Vietnam. The findings indicate that a variety of management training modes in Australia can be adapted and applied to the Vietnamese training context. Some factors such as differences in culture, education and training systems, shortages in training staff and resources are also considered in this paper.

Lessons from arts experiences for service-dominant logic

Purpose – The purpose of this paper is to consider whether art experiences can inform service-dominant logic (SDL) discourse through an exploration of the co-production and co-creation processes of art experiences.

Design/methodology/approach – Empirical knowledge gained about art experiences is analysed to identify emergent themes about co-production and co-creation. Four modes of qualitative data collection are employed: research participant diaries, photo elicitation, in depth interviews and focus groups.

Findings – Key findings are there are three stakeholders involved in the co-creation of art experiences, which all have critical and different roles; co-creation and co-production are both temporally based and evolving and there are points where they interact and intersect; and high levels of engagement in co-production enhance individuals' contribution to the co-creation of positive value and make their participation in future co-production opportunities more likely.

Research limitations/implications – The paper is exploratory and not a general population study. The methodology and sample of participants employed do not allow for the generalisation of the findings to the broader population.

Practical implications – Organisations may benefit from devising strategies to encourage greater dialogue and connection between all stakeholders involved in co-production and co-creation. The higher the level of individuals' co-production of art experiences the greater likelihood of positive value being co-created. Furthermore, the greater the possibility of individuals engaging in other co-production experiences in the future. While individuals are attracted to co-production possibilities, there are factors that are external to an experience that can act as either barriers to or facilitators of co-production, and that consequently impact on co-creation.

Originality/value – There is little extant research that explores the applicability of art experiences to SDL. This paper is significant in that it employs empirical research methods to develop knowledge on the topic. Furthermore, this paper is innovative in that it seeks to see whether the art experiences can inform generic marketing models, rather than whether generic marketing models can inform arts marketing.

Valuing arts & culture in the community

Despite the hype surrounding the mobilisation of the creative arts as a vehicle for social and physical regeneration, there are few systematic assessments of the success or otherwise of this agenda. This paper will present a framework for assessing the social, economic and cultural sustainability of a changing arts agenda in the regional city of Geelong, Australia. It will draw on general principles and local revaluations of the arts to present a historical account of why and how the value of the arts in this one community changed over time to produce a sustainable outcome.

How to (re) value Indigenous performing arts

In their paper on “Excellence and access: Indigenous performing arts” the problem that Hilary Glow and Katya Johanson describe is discursive, one that also has a discursive solution. An alternative can come from thinking through the process by which “value” is created, supported and circulated in the art world. Strategies to re-value Indigenous performance can thereby be directed to the various sites of institutional value which have long characterized Australian cultural policy – its importance to national identity, in the connection between culture and economics as well as to the debate over access and excellence – and come from artists as well as the communities they serve.

Indigenous performing arts and the problem of judging 'excellence': A discussion paper

In this paper we look at the persistent debate over notions of access and excellence and intrinsic and instrumentalist rationales for arts practice within cultural policy discussion. Recent research into the Indigenous performing arts in Australia underlines the particular difficulties faced by the sector in balancing the demands of community participation, social inclusion and high-quality aesthetic outcomes. The balancing act has proven unsustainable for some Indigenous performing arts companies and their viability is now in doubt. This suggests that a re-consideration of the question of the purpose and value of the Indigenous performing arts is timely.

Profile of a fully online unit in an Australian arts and education faculty

Australia's leading distance education provider, Deakin University, has a policy to ensure all graduates in most courses must successfully complete at least one wholly online unit. Historically, all distance education at Deakin University has been undertaken solely in print. Off-campus students normally receive a Set Text, a series of additional photocopied readings and a Study Guide providing assistance on how to navigate through each weekly topic. Some fully online units currently offered by the University replicate this approach, ever though a distinct pedagogy is needed to ensure wholly online units truly enhance student learning.

This paper outlines the approach we adopted in developing AIX 391 - Work Transitions in the 2Ist Century, a wholly online unit designed to improve the capacity of Arts and Education students to identify viable career paths after they have graduated, The paper outlines the unit's rationale and development over a two-year period in adopting a student-centred approach to enhance teaming outcomes, while exposing students to new and often challenging online technologies. The paper also highlights results from the Student Evaluation of Teaching and Learning surveys, which ranked the unit in the top 5% of all Arts and Education faculty units offered in Semester 2, 2008.

Exploratory study into the use of the web as a marketing tool by arts organisations in Vietnam

This paper presents exploratory findings into the use of the web as a marketing tool by arts organisations in Vietnam. The websites of seventeen Vietnamese arts organisations were evaluated to determine current levels of marketing functionality. The findings were analysed from the perspective of the four elements of the marketing mix (price, place, product and promotion). The study found that arts organisations in Vietnam are less sophisticated in using the web as a marketing tool compared with Western counterparts, and that organisation's websites contained basic information catalogues and contact details but limited multimedia functionality. The implications to audience development will be explored through a survey with stakeholders of the seventeen arts organisations in Vietnam as a future research stream.

NB: The terms 'web' and 'Internet' are used interchangeably in this paper.

Arts curriculum reform : social and cultural reproduction in Victorian schools

This thesis examines the implementation of the government educational policy document The Curriculum and Standards Framework. I examined the historical and political motivation behind the development of this document and how it introduced a pervasive new initiative of outcomes based education and accountability based on economic rationalism. In particular I examined the implications this new approach had for visual arts education and the subsequent changes to the arts curriculum. This has entailed the introduction of the aesthetic appreciation of the arts as an outcome of the CSF: The Arts. I applied Bourdieu's theory of cultural reproduction in education which draws predominantly on a Weberian view and a theory of practice. Bourdieu discusses differential educational achievement according to cultural capital stating education requires certain forms of cultural capital that are not equally distributed among the classes. This therefore impedes or enhances life chances according to social class i.e. educational qualifications become a commodity in the labour market and other social fields. I examined how aesthetic appreciation of the arts has evolved historically as a form of social distinction. This entails an abstract element of arts discourse, which demands a certain linguistic competence, and familiarisation, which Bourdieu claims, is developed in the family, as 'cultural capital' this is further perpetuated in schools. The likely outcome is that the introduction of aesthetic appreciation in arts education i.e the demand to 'write about' and 'talk about' art, will perpetuate class inequality due to social and cultural difference. The study has been to examine the practices of arts education in four schools and the extent to which aesthetic appreciation was implemented in the visual arts. Data was collected by case study methods of observation, questionnaire and interview and was interpretive in both quantitative and qualitative methods. I analysed the data based on class differentiation by socioeconomic divisions and examined the school ethos and attitude towards the Arts along with differentiation in cultural capital between student population. I also found teacher and student habitus played a vital role in the implementation of the CSF. This is because habitus can cause resistance to change due to the division between the formulation of the curriculum in the bureaucratic order and the practice of teachers in classrooms. My thesis interprets education as a form of social reproduction, perpetuating the existing social order. However, as Bourdieu asserts and I agree education is a form of symbolic power as it conceals its social function under the guise of neutrality and the technical functional premise. Therefore, this thesis aims to make transparent how the education system serves the interests of the dominant group through curriculum policy. Consequently, it becomes clear how education has far reaching social implications where the distinctions of class are perpetuated through cultural reproduction.

Performing arts management in a climate of adjustment : case studies from Vietnam and Australia

This paper presents a series of empirical case studies to discuss impacts of economic globalisation on the development of performing arts organisations in Vietnam (Hanoi Youth Theatre and Vietnam National Symphony Orchestra) and Australia (Melbourne Theatre Company and Sydney Symphony Orchestra), and focuses on how Vietnamese organisations have adapted to these changes. The paper also identifies cultural policy implications for the development of the sector; for arts management training in Vietnam so that the sector (and more importantly, the artists) may fully benefit from the open market context. The findings indicate that Vietnamese performing arts organisations have attempted to adapt to the new market context while struggling to balance artistic quality, freedom and financial viability in the new socialist regime. The Australian case studies offered a relevant management model to Vietnamese arts management practice and training.

The branding of arts and culture : an international comparison

This paper explores the approach of arts and cultural organisations towards branding in Italy and Australia. Data were collected through extended interviews with general managers and marketing managers of 18 arts and cultural organisations, including museums, galleries, theatres and festivals of both countries. Through the analysis of the data collected, five initial elements emerged when seeking to classify the branding paradigms of the organisations, viz., the orientation of the brand management, the type of brand management, the level of customers’ involvement in the brand “idea”, the degree of consistency in branding and attitudes toward risk in branding. For this article, we focus on two particular elements, the orientation of the brand management and the degree of consistency in branding, as these elements have an important influence on how an arts organisation will strategically manage its brand.

On the basis of the assumption that branding is driven by different factors in different countries, the paper identifies two main paradigms/models of branding characterised by specific drivers: marketing tools and strategies in Australian arts and cultural organisations; history and tradition of the cultural product/offer in the Italian ones. What emerges in this study is that the importance of brands in the arts and culture context should not be underrated by arts and cultural managers. Both models (the Italian and the Australian) represent valid examples for managers to look at in relation to the brand management process.