MA in Arts, Festival and Cultural Management
Permanent URI for this collectionhttps://eresearch.qmu.ac.uk/handle/20.500.12289/7195
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Item What’s meant by the term audience and who are they? Audience development research at Greenbank Garden, National Trust for Scotland, Glasgow and the West Region(2018)This study conducted audience development research at Greenbank Garden, Clarkston. This Grade A listed Walled Garden and Georgian House is part of the National Trust for Scotland (NTS), Glasgow and the West Region (National Trust for Scotland, 2013). Prior to this study no formal audience development research had been carried out at the site. The term ‘audience’ in the context of Greenbank was defined and audience development frameworks that have been applied to the culture sector in Britain were explored. Focus group method and semi-structured interviews determined the current and potential audience at the property. Current and potential audience values were explored through semi-structured audience interviews and audience development frameworks. Finally, based on the audience values and in line with the new strategic direction of the trust, recommendations for maintaining the current and attracting the potential audience were provided.Item How Heritage Organisations Value Membership Schemes(2018)Research on the nature of membership organisations requires insight into strategy alongside identifying typologies, to provide practical insight and a path to follow. National Museums Scotland, National Trust for Scotland and Historic Environment Scotland were selected as case studies which apply to Slater’s (2005) Integrated Membership Scheme typology. A thematic analysis of interviews with managerial staff, alongside a content analysis of strategic documents from the organisations produced findings on the strategic elements of membership. Applying economic, sociological and marketing theory on these strategies brought insight into how they lead to the characteristics an Integrated Membership Scheme. It was found that technology, sustainability and marketing had the most significant influence on membership. The findings from this study are of value to membership organisations who want to follow strategies to reproduce an Integrated Membership Scheme typology.Item Item Feasibility Study: Critical Analysis Essay(Queen Margaret University, 2016)Introduction: The functionality and purpose of a feasibility study is widely understood as a means of testing the practicality and likelihood of success of a proposed project for a business. While the practice of feasibility studies is regular in the for profit sector, the non-profit sector does not have an extensive amount of experience employing them. This essay will attempt to critically analyse the process of conducting a feasibility study within an arts organisation and examine how appropriate theory and literature have informed and influenced this process through a discussion of each of the sections included in a feasibility study. Firstly the essay will examine the pre-project research section of the study, the combination of methods employed and how specific concepts and theories can influence the design of this section. Following this the essay will discuss the internal and external sections of the feasibility study. Here the essay will discuss the necessity of a business model appraisal and why this is a relevant process during project development when conducting an internal audit before examining how the processing of information is equally important to the feasibility as information collection. Finally this essay will discuss the approach analysis and proposed material section of the study. Throughout this essay, examples and insights from a previous edition of the feasibility study will be discussed and examined to provide a contrast with the processes undertaken when conducting the current feasibility study.Item Which are the crowdfunding tactics that theatre campaigns may implement in order to succeed in the online platform? The point of view of seven millennials.(Queen Margaret University, 2016)Crowdfunding can be considered as an alternative to traditional fundraising, but it is also an instrument that could influence or be influenced by audience development and engagement (Buckingham 2015). The success of a campaign can be measured in many ways and according to different combinations of criteria (Buckingham 2015). The following study concerns the tactics that campaigners may use to influence people in order to achieve three main objectives: reach their funding goal, build a wider audience, and improve their reputation within an existing audience. For this research two participant groups had been organised in order to understand and gather opinions and reactions of seven 'millennials' who were observed and interviewed about theatre campaigns in crowdfunding. According to statistics millennials represent the largest group in crowdfunding (Art of the Kickstart 2016). It must be clarified that the purpose of this research is not to deliver the 'right formula' to guarantee the success of a crowdfunding campaign but rather to give some recommendations on how to increase the chance to create a successful campaign. Considering that most of the findings are related to the importance of video and images and their ability to create emotions and increase the audience engagement, in this research 'tactics' is referred to an appropriate use of the tools within the website such as: videos (that includes storytelling and sounds), images and text. It must be underlined that crowdfunding videos and pictures alone do not guarantee the success but increase its probability (four times more) (Indiegogo 2015) of achieving the target (Balitski 2016). Unfortunately, crowdfunding is not as well-known as Facebook or Twitter. Although its popularity has been rapidly increasing in recent years (Taylor 2016), statistics show that around 36% of the population in America do not know about the existence of crowdfunding (Smith 2016). On the other hand, it was demonstrated that a crowdfunding campaign can gain visibility and catch people's attention (as well as friends and family) through the support of other online platforms (Lu et al. 2014). Therefore, this research will take for granted that there is an active crowdfunding community ready to explore new campaigns. It must be also said that the crowdfunding campaigns which were selected are all related to theatres that adopted keep-it-all or all-or-nothing models. This means that debt and equity crowdfunding models will not being examined as in these two cases funders receive something 'in exchange' (Frydrych et al. 2014). Most of artists and creative projects ask for funds because they create an 'intangible product' that cannot be physically shared and most artists sell 'experience' such us exhibitions, performance or emotions etc (Irvine 2009).Item Social media in the Not-For-Profit (NFP) sector: What are the benefits of social media for NFP festivals and what opportunities arise from its use? A case study of four Edinburgh based NFP festivals.(Queen Margaret University, 2016)The following study concerns four non-profit festivals based in Edinburgh and the use of social media accounts. The non-for- profit or third sector plays an important role in Edinburgh's society. Edinburgh has been characterized as the ''Festival City'' and thus this research is going to investigate the core of Edinburgh's artistic activities: Festivals. Taking into consideration the challenging environment which not- for- profit (NFP) festivals operate as well as their limited financial resources, staff and expertise, this research is going to provide useful information about the benefits of social media and what opportunities it could offer to non- profit festivals.Item Cinema Matters: An empirical study into understanding the value of local rural cinemas in Scotland(Queen Margaret University, 2016)Cinema is one of the most popular forms of cultural entertainment in Scotland. Yet, very little is known or understood about the value of film presentation and consumption in rural areas. Despite growing interest in the situation of rural cinema by film historians, scholars have been slow to engage with the detail and meaning of its more recent past. Engaging with 11 cinemas across rural Scotland through an audience survey, research interviews and participant observation, this study seeks to contribute in addressing this knowledge gap. This research aims to extend the critical understanding of the meaning, value and significance of these screen experiences and provide a useful resource for, CS, BFI, policymakers and advocacy groups seeking to develop the sector by addressing the question: What is the perceived cultural understanding of the value of local cinemas in rural Scotland? And addressing the sub questions of: How do local audiences value local rural cinema in Scotland? How is local cinema understood by the people operating the screenings in rural Scotland? And what is the understanding of the local cinema experience in Scotland for the researcher?Item Perceptions of the Value of Cultural Heritage: The Value Triangle of Stirling Castle(Queen Margaret University, 2016)This research project analyses various value perceptions of cultural heritage in the specific case of Stirling Castle located in Scotland. Adopting a framework sourced from respective concepts of John Holden and David Throsby, it applies a quanti/quali approach to data generation. Resulting themes form a value triangle of intrinsic, institutional and instrumental values. These are theoretically tied to respective stakeholders, namely The Public, The Professionals and The Policymakers. The holistic manner in which this research is constructed focuses on the interconnectedness of value categories and the relationships among stakeholders. It aims to understand the differences and commonalities among the perceptions of the value of Stirling Castle. This research refrains from being generally applicable, however, it is generally adaptable for its hybrid framework remains flexible. Keywords: Stirling Castle, value, cultural heritage, stakeholderItem What differences do classical and popular musicians at the Royal Northern College of Music perceive there to be between them and do these perceptions have credibility?(Queen Margaret University, 2016)The purpose of this research project was to highlight the differences which classical and popular musicians at the Royal Northern College of Music perceive to exist between them. The project also critiques these perceptions in order to ascertain their credibility in the musical sector outwith the Royal Northern College of Music. In order to produce this research, the researcher conducted several semi-structured qualitative interviews with several students from the Royal Northern College of Music; both from the classical and popular music schools. The researcher appropriately gathered the data from these interviews and critiqued it in conjunction with recent literature. The researcher also took into account the notion of how these perceptions were formed by applying attribution theory; in order to appropriately discuss how these perceptions may best be broken down. The results of this study show that although some of these perceived differences do indeed have credibility, the majority have a severe lack in credibility and therefor are in fact misperceptions which are currently discouraging these two types of musician from working together. The researcher argues that by breaking down these misperceptions, classical and popular musicians can be encouraged to work more harmoniously together by highlighting their commonalities as opposed to their differences. This could lead to a broader employability for both types of musicians as well as a pool of creative and artistic talents.