ArtsBlog

Your Mouth Says Innovative, Your Pictures Say Status Quo

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Yesterday I alluded to one of my pet marketing peeves, the claim that a work of art reveals “what it means to be human.” The phrase has mercifully fallen out of frequent usage these days (or at least I am not being sent those press releases and brochures any more).

However, Lucy Bernholz at Philanthropy 2173 reminds us about the importance of such buzz phrases to the non-profit arts community. She cites the (tongue in cheek) grant proposal by Michael Alexander of Grand Performances. Here is a taste:

“The Innovative Art Jargon Creation Project – An Activity for the New Millennium”

Project Synopsis
Grand Performances respectfully requests a grant of $37,500 to manage a program to develop new Art Jargon which will be necessary for effective grant writing in the next century.
[…]

HISTORY OF NEED
Each passing decade since the establishment of the National Endowment for the Arts has seen a geometric growth in the number of “buzz words” used by arts grant writers in their applications. To date, there has been no formal development program to insure consistency of quality of these new phrases, nor a system for dissemination to insure that grant writers throughout the country had access to the new phrases at the same time, often giving grants writers in one geographic region or one discipline an unfair advantage over those writers not familiar with the new phrases. Certain regions and certain disciplines have been consistently underserved due to their grant writers’ inability to gain access to the new phrases in a timely manner.

…During the national economic recession of the early 1990’s grant writers hit “a brick wall” as funding decreased for the arts and the available supply of new “buzz words” diminished…A privately funded study involving independent arts grant writers, arts consultants and representatives from government funding agencies from throughout the country provided evidence that one of the major causes of the diminished funding was a scarcity of exciting and useful “buzz words” that could be used in arts grant applications.

I got some pretty good chuckles off this.

However, over on ARTSblog, Megan Pagado reflects on her experiences attending the National Arts Marketing Project Conference noting that the choices arts marketers make often perpetuate the status quo even as they express a desire to change it.

“Slowly, though, the conversation shifted from marketer-created messages to marketer-perpetuated messages. A picture of an all-white, male orchestra elicited the most memorable response: “They’re all dudes!”

Therein laid the dilemma for many of us in the room: What is our process of reviewing materials from artists? What if an artist doesn’t have a better, less stereotypical photo for a marketing team to use? And, as Amy Fox (@museumtweets) tweeted: Do artists always understand the stereotypes they perpetuate when they create?

Some marketers walked away with an action item: creating a diverse committee to review artist materials, for example.

But I think many, including myself, walked away with more questions than answers: How can I be inclusive while avoiding tokenism? When does utilizing inclusive language achieve its desired goal of making all feel welcome, and when does it simply brush issues under the rug and avoid conversations that need to be had?

I will admit I had never really thought about whether an image an artist supplied was perpetuating a stereotype. Most frequently my concern is whether the image communicates that the performance will be interesting. I just had this conversation today about an image in which a pianist appears to have dozed off at the keys.

Taken together, these two blog posts remind us to be cognizant of the impression conveyed by the words and images we employ to promote our organization and activities. Are we saying we are innovative because we are or because innovative is the trending term? Do the images we use back up that claim?

I think it can easily slip our notice that while we may be explicitly saying, “we want to include you,” the images we use may implicitly be saying “No we don’t.” Certainly the environment and attendance experience in a performance hall can communicate this as well. But I think people recognize that dress code and knowing when to clap are already sources of anxiety and have taken steps to address this. It is probably time to start paying attention to the pictures too.

Degree or Equivalent

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The Americans for the Arts ArtsBlog had a contribution from Zack Hayhurst, a candidate for a Masters in Arts Administration at American University. His entry talks about the benefits an arts management degree confers as well as what it doesn’t.

One of the things he says it won’t do is be beneficial to those who already have an established arts management career.

“My own experience has been that those who come to the degree program with a few years of arts management experience under their belt, are likely left feeling under-challenged. The reason for this is not because what the programs teach is not valuable or correct, but because the perspective from which subjects are taught are often taught from an introductory perspective. This is fine for people like me; however, for someone who has worked in the field – who has dealt with boards, who has managed a strategic marketing plan – the academic instruction of these subjects might seem a little too, for lack of a better word, “academic.”’

His experience at American University may be quite different than what one might find at arts management programs in other places. I know at one time the Bolz Center at the University of Madison required people to have some professional experience before entering their program. From the bios of their current students, I assume that is still the case. They probably gear their instruction accordingly.

But something I have noticed fairly often these days is that arts management jobs are saying some sort of masters in arts or cultural management is a desirable qualification these days. In such a case, what is a person without such a degree to do? Often the position will mention equivalent experience as being acceptable, but I know many organizations, including my own, will put a lot more stock in the degree over the experience.

As a person with a masters in arts management I can say that a year of experience is probably more valuable than a year of instruction, though the instruction certainly shortened the learning curve in acquiring that experience. I suspect most people who have earned an arts management degree would say that more or less. So why is the degree valued so much more?

Well, it is much easier to quantify. With a degree, I know exactly what a job candidate was required to learn. I can’t know exactly what skills a person picked up in acquiring their experience. One person in a relatively unknown theatre in a Colorado might have taken a lot of initiative and performed the functions of many positions in the understaffed theatre and has an incredible depth of knowledge. Another person working in the same position title at Lincoln Center may have acquired fewer skills because they were never challenged to expand their role. How am I to know unless the person from Colorado does a super job of outlining this experience in a cover letter and resume? The applicant has to do a great job communicating and I have to commit to listening and reading between the lines carefully to get past the prestige of Lincoln Center.

But really, even if neither of these people worked at a Lincoln Center and I wasn’t familiar enough with any of the places on their resumes to know what was demanded of them, how do I choose between them? Maybe I don’t have to if someone else has a degree in arts administration and a little bit of practical experience. I have hired people on the basis of experience over degree and had to write a long justification pulling apart every applicable line on their resume to explain why it was just as good or better than a degree. Being relieved of this necessity can be a powerful incentive to favor a person with a degree. It may be fear of this situation that will drive people with respectable amount of experience to enter masters programs as they see more and more jobs listing a degree as a desired qualification.

The question is, will it be a boring, financially wasteful experience for these people, or will arts administration programs provide a sort of alternative track that Hayhurst alludes to? Perhaps more valuable to people with significant experience might be shorter certificate programs, that are not necessarily based in higher education, geared toward those of their status that can supplement their knowledge in areas where they are weaker. It would just be a matter of getting employers to recognize these as qualified certification of substantial ability.