An Interactive Installation Exhibition Attraction to New Audiences Assignment:
Select and critically analyze one project/performance/event/exhibition for its ability to engage an audience.
An Interactive Installation Exhibition Attraction to New Audiences
Do not describe the case study.
Take specific aspects of your example and drawing on the readings and referring to developments in policy, art, the theory of audiences and practice (how) write a well-organized and evidenced argument.
Do this by critically analyzing the ways in which your case study was conceived, marketed and how people engaged. Based on your assessment of the relationship between the project and who, how and why audiences were engaged, are there any aspects that could be improved and why?
An Interactive Installation Exhibition Attraction to New Audiences
Questions to consider in your research:
- What are the main issues relating to engagement, education, marketing and audience development? (Select only one specific issue to focus on).
- How does it position itself in the sector? Is it at the forefront of best practice re: engaging with communities? Is it pushing boundaries? Is it just trying to stay financially afloat?
- Who initiated the project? Why is it taking place (motives for its production; relationship to context/organisation/policy/ artform developments)?
- Who is funding it? Is this having an effect on the above?
- Who is it for?
- Who is involved? Map the different agents. What is their involvement? How does this affect the balance of power, roles and relationships?
- How do people find out about it?
- How are their experiences evaluated, understood and fed back into the work?
- How does your case study relate to literature on education, audience engagement and marketing?
An Interactive Installation Exhibition Attraction to New Audiences
Previous case studies include:
Hackney Mosaic Project (Community Engagement)
Punchdrunkís production of ìSleep No Moreî (Audience Development)
Chaturangan Dance Companyís ìFleeting Momentsî (Engagement with Dimensia audience)
Carsten Hollerís exhibition ìDecisionî (Audience Engagement related to Artform development)
Voices of Downview participatory aartproject in prison (Participatory engagement)
Art Lens at Cthe ontemporary Art Gallery (digital engagement for marketing/ audience development)
POINTS TO CONSIDER in your research of your case study and to help formulate your CRITICAL ARGUMENT ABOUT THE CASE in relation to Policy, Artform developments, Theories (Marketing/ Education/ Audience Development or Engagement), How: Practice in the field:
An Interactive Installation Exhibition Attraction to New Audiences
- Rationale for project/performance/ event/ exhibition
POINTS TO CONSIDER
TO HELP ESTABLISH IN ESSAY
- Participation objective (motivation)–Marketing/ Education/Audience development/ Outreach?ólink to mission statement ñ proposal overview, aims and objectives.
WHATíS THE CONTEXT?
- Potential impact / value both pro and con ñ SWOT analysis and reference to any other practice precedent
WHAT ARE THE DESIRES, USE OR VALUE IN THIS?
- Social, financial & artistic objectives – link to policy / theory/ artistic developments. WHY ARE THEY DOING THIS? WHAT ARE THE DRIVERS/REASONS FOR THIS PROJECT?
- Audience / Participant
POINTS TO CONSIDER
TO HELP ESTABLISH IN ESSAY
- Demographic / territory / potential market segments WHO IS POTENTIAL AUDIENCE AND WHY THEM?
- Potential Target Audiences / New Audiences (gaps analysis / profile / growth)
WHY THIS GROUP? WHY NOT OTHERS?
- Behaviour, interests, features of potential new audiences
WHY THIS GROUP HOW DO THEY RELATE TO POLICY/ ARTISTIC DRIVERS?
- Need, demand and/or benefits? HOW RELATED TO DRIVERS?
- Project/Institutional attitudes towards audience and perception of audience role.
WHERE DOES THIS PROJECT SIT IN RELATION TO IDEAS ABOUT CHANGING ROLES?
III. Partnerships
POINTS TO CONSIDER
TO HELP ESTABLISH IN ESSAY
- Advisors/ collaborators/ connectors WHAT IS VALUE OF PARTNERSHIP
- Type of partnership HOW SUSTAINABLE/ REPEATABLE IS THIS?
- Engagement methodology
POINTS TO CONSIDER
TO HELP ESTABLISH IN ESSAY
- Frameworks and implied belief systems behind them WHAT IS THE IDEOLOGY BEHIND THIS PROJECT?
An Interactive Installation Exhibition Attraction to New Audiences
- Communications (with participants / audience) WHO HAS THE POWER AND WHAT IS THE ROLE OF PARTICIPANTS?
- Types of activity (including educational elements if applicable / marketing mix)
WHAT DO THESE ACTIVITIES TELL YOU ABOUT THE IDEOLOGY BEHIND THE PROJECT
- Funding and Finances
POINTS TO CONSIDER
TO HELP ESTABLISH IN ESSAY
Where does the finance come from and how is it allocated
WHO HAS CONTROL AND POWER TO SHAPE PROJECT?
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