AMA4400

Audiences and public programs

Offered subject to approval

Annette Van den Bosch

8 points
* One 3-hour class per week
* Second semester
* Clayton

Synopsis This subject will introduce students to knowledge and skills which will enable them to understand the history and dynamics of audiences and the need to define target audiences in designing programs in the arts. They will become familiar with the policy and administration of organisations who are also involved in educational and cultural development such as departments of school education and government arts agencies with whom they need to liaise. Students will examine how people learn and acquire information or understand forms or ideas, and how in-house programs or events can contribute to the expansion and development of their audience. The management and training of volunteer guides is an essential part of public programs to which students will be introduced through study of the literature on volunteer programs, observations in the field, and role play. They will examine research and survey literature and techniques that will enable them to evaluate the performance of their organisation in relation to existing audiences and the potential of new audience development.

Objectives Upon successful completion of the subject students should be able to understand central concepts in government and educational policy in relation to multiculturalism, gender and aboriginal issues, equity and access, especially for people with disabilities, and how to integrate them into the mission of the arts organisation; know the major administrative and funding organisations in the community and education that are involved with cultural and audience development with whom they can liaise; understand how people learn and the ways in which this knowledge may be used in planning programs for schools and the public, and in training volunteers to guide the audience; plan and program six months activity for an arts organisation designed for different levels of audience, including school audiences, and a training program for volunteers who will work in the program; prepare and administer surveys appropriate to different situations and management information requirements.

Assessment Program plan assignment (2500 words): 40%
* Audience research assignment (2000 words): 30%
* Seminar presentation and paper (1500 words): 30%

Recommended texts

Balfe J H and Heine J C Arts education beyond the classroom 2nd edn, AAM and the Reed Foundation, 1988
Korn R and Sowd L Visitors surveys: A users manual AAM, 1990
Kuyper J and others (eds) Volunteer program administration: A handbook for museums and other cultural institutions American Council for the Arts and American Association for Museum Volunteers, 1993