10
By
Anna Dai
Jia Yun Ma
Anna-Grace Smith
as part of the mentor program at Deakin
Supervisor: Professor Ruth Rentschler
How effective is Multicultural Arts Vict ria in promoting events to a culturally diverse audience?
Effective promotion of diversity and multiculturalism at Multicultural Arts Victoria
Multicultural Arts Victoria
'To foster cultural diversity and respect through the promotion,
enhancement and celebration of multicultural arts in Australia.'
-Multicultural Arts Victoria (MAV) is a small, not-for profit organisation with a turnover of around $1.5 million every year.
-It is Victoria's prime arts organisation, promoting cultural diversity through art.delivers high quality art and cultural product, through showcasing talented and multiculturally diverse artists to the community,
-They also provide unique opportunities and support structures to culturally diverse artists and communities.
Definitions
In this study, being effective, or effectiveness is the level of competency that the organisation has reached
in fulfilling its mission. In our case, this is the level of competency it has achieved in fostering cultural diversity through the promotion and enhancement of celebration of multicultural arts in Victoria.
In this study, the audience we are looking at is
the people who attended the Emerge Festival, 2010.
In this study, diversity is defined as variety in customs, race,
background, traditions and especially arts (that is, creative skills
and their applications), amongst a racially composite group of people.
A diverse arts community has diverse art styles and forms, sourced
from cultures worldwide.
Methodology
Two Main Steps:
-Differentiate poster designs
-Judged effectiveness of poster by how appealing it was to the group members
-Discussed features which will increase audience attendance levels
-Also used the posters as a way to procure basic information; types of events, cultures MAV represented etc.
-Administered questionnaires to audience
-140 responses out of 5,000 attendees
-Analyze survey data and tabulating results
Poster Analyses Results
Survey Results
Linking in results with Effectiveness Matrix
5000 people attended our case study event, the EMERGE festival
(Audience Attendance Number)
-Survey Results
41 cultures represented at the festival
(Audience Diversity)
-Survey Results
9 Employees working at MAV
Aided by 30 Volunteers as of 2009
(Number of Employees, Number of Volunteers)
-MAV website and Poster Analyses
6 main event categories:
-Exhibitions
-Festivals
-Concerts
-Plays
-Information Sessions
-Other
(Range of Events)
-MAV Poster Analyses
-Combined results from poster analyses and survey
-Combine results show MAV does effectively promote both multiculturalism
and events to a culturally diverse audience
-For example: music was main attraction for audiences, MAV posters promote
music as part of MAV. Therefore, MAV responds to audience needs and can
effectively promote.
Recommendations
Focus groups to provide indepth understanding of reasons for attendance at MAV events
Additional surveys to provide comparative data of audiences who attend MAV events
MAV to keep statistical records of audience attendance based on observation, focus groups and surveys to enable easy access to information for future researchers
MAV knows audience preferences and can shape events to meet audience needs
MAV can target audience preferences in advertising
To maximise publicity, MAV should co-ordinate their events at the same time and place as other events that share multicultural values.
MAV is a dynamic, diverse organisation that is skilled and effective at
managing and promoting its events to a wide range of cultures.
Therefore, it has successfully fulfilled its mission statement
to foster cultural diversity and respect through the promotion, enhancement and celebration of multicultural arts in Australia.
Many thanks to:
Our mentor, Professor Ruth Rentschler
Program Co-ordinator, Mrs Knopfelmacher
Without their commitment, help, guidance and unwavering support,
the Deakin Mentoring Program would cease to exist.
Research Question
MAV's Mission Statement
Step One:
Conclusion
Analyze MAV posters over 3 years
Step Two:
Case Study at EMERGE Festival (Sunday 21st June 2010)
Acknowledgements
-Observed the effectiveness of the Festival as attendees: take photos of the event