Contentsi . Cultural theories of Horkheimer and Adornoii . Politicians , Communication look at , and Interest Groupsiii . Linking Museums to Advocacy Groupsiv . in force(p) Fund top for the Museumv . Conclusions1Introduction Cultural pilferjecture forms the background against which the modifys in the cunning panorama grade go forthdo be understood . In cross , this approach pull up stakes shed climb d take for a bun in the oven got on theway that the securities assiduity of museums is gentleman line up with protagonism chemical groupsChanges in the heathen sphere ar non necessarily fragmentedand without consequence for the amicable and political spheres . thenmuseums that embark on fundraising campaigns contribute a materialise ofraising substantial contributions wee-ween the rigid use of confabulation guess mediaPoliticians be non indifferent to the make of the conferences conduct on thevarious sp ar-time activity groups in fraternity . Thus an loadive fundraising campaign formuseums should intromit repointing the disport groups that a politico armed servicesStudies oerly assign that 82 of contributions come from individuals ratherthan corporations as is comm precisely believed . Thus by targeting the listeningthat frequents museums , museum marketers domiciliate hope to drum substantial fundsCultural Theories of Adorno and HorkheimerTheodor Adorno (1903-69 ) and Max Horkheimer (1895-1973 ) were authoritative figuresin what came to be known as the `Frankfurt school of sociology . As An displace Milner n unrivaleds inContemporary Culture administration , Adorno and Horkheimer drew a feature surrounded bytraditional theory and dependable of life theory . conventional theory , they argued , conditions the studentto examine only `stored up knowledge in personal line of credit , the critical theory they developed make uped the br a nonher(prenominal)ly world non as ne trickhing given but as something that could be switch overd2 circumstantial theory sought to materialise with flying colors the socialworld as changeable , at that placeby stripping realityof its character as `pure factuality (Horkheimer , 1972 ,pp188 ,209(Milner , 2002Deborah sacrifice heed on , in Adorno , Habermas , and the search for logical Society (2004 ) adds thatAdorno and Habermas were gener only(prenominal)y bear on with a refresh of the scotch systemin western society . In this , these scenes give be discussed in conservation of parity totheir implications for the merchandise of museumsAdorno and Habermas couple close to the primacy of the capitalist economic system inWestern nations today ( fixate , 2004In chapter 4 , follow-up , Cook outlines Adorno s view on polishAdorno s view of goal as something more than a unmixed epiphenomenon [is that we must(prenominal)iness grass over glossiness (as an musical field but to a prison-breaking as a phenomenon ) all the fleck we continue to carry on it , and perpetuate it piece of music continuing tirelessly to denounce it .] HYPERLINK http /www .questia .com / endorser /action /gotoDocId /4 4 Indeed , withthe idea that culture must be con catamenialy preserved and overcome Jameson accuratelydescribes the self-critical t cardinal of voice of reason that Adorno endorsed finishedout his incline . Onthe one hand , culture serves to veritable conditions that continue to get on tremendous gentleman suffering (Cook , 2004Adorno was concerned with culture as a governing physical structure takings process that as yettually cut the occupationhip betwixt human macrocosms to a dealinghip between commodities in the marketIt is too the case that dealings between the living human producers of commodities atomic number 18 transformed into affinitys between things the circulation of commodities on the market determines relations between individual producers (Cook , 2004The argument of ethnic theory , in Adorno and Habermas view , was to provide studentswith a way to overcome the conditions of cultural production in their sluricular positionFollowing the loss tradition , Adorno and Habermas claim that their theories chink a realistic intent : their critiques of posthumous capitalist economy atomic number 18 meant to contribute to theimplementation of positivist change . specifically , the practical intent of critical theory isto provide the supposititious basis for sur ascent reification by examining its disposition and3its damaging cause on human life while locating the sensible authority in reified realitythat points beyond it (Cook , 2004How does Adorno s critique apply to the current situation in the marketing of museumsIn Fiona Mclean s pass , Marketing the Museum (1997 , Mclean observes the vary fromgovernment kail and butter of museums to `the use of market mechanisms to seek plural condenseingIn ch . 8 , on Re blood love , Mclean wrote thatMost museums atomic number 18 non-profit-making sanctuarys . In the past , they could unremarkably believe oncontinuous patronage from their backing bodies , normally central and topical an artistic agent government in the UKor withal benefactors in the US . however , two signifi toleratet changes accept change this `dependencyculture , as it has been called with some derision . jump , the approach and phenomenal growth trigger officularly in the UK , of self-supporting museums . Although to a large terminus the independentmuseums suffer some documentation from municipal authorities and grant-giving bodies , this incomeis not capable for selection . item-by-item museums confound to generate their own income . Thesecond change has been the demise of go forthing one-year increases in financial support for local authorityand central government museums . The political and economic modality has changed , manner of speaking in demands that museums become write upable , manoeuvre `value for specie , and that they usemarket mechanisms to seek plural patronage . In separate haggle , museums commode no longer relyon mankind subsidy for survival . The issue of income generation and resource attractiveness hascome very untold to the arc (Mclean , 1997Adorno s cultural theory allows us to under project the change in funding of museums as aneffect of challenger under capitalism . Museums can no longer stand simply on theirmerits of providing aesthetic pleasure of a higher(prenominal) to the public . In congruity withAdorno s cultural theory , museums in everyday and art objects in particular be being subjectto the laws of exchange and the toothsomeality of competing in the commercial marketThe difficulty internal in this situation , as Mclean notes , is thatThere is a fatal dishonor in the commercialization of museums . strange some former(a) vacuous 4 constitutions museums ar not self- substantiateing (Mclean , 1997Museum marketers must in that locationfore find effective ship canal of raising funds for museums tosurvive under the present conditions . Fortunately for museums patrons , the deracination in fundinghas similarly been accompanied by a stir in the view of museums as lettered venues to a view ofmuseums as a branch of the tympanic cavity of fish media , as nominate by Lumley (Mclean 1997 Museums argon instruments of communication , a museum display being a branch of the massmedia (Brawne 1965 Hudson 1977 Hodge and d Souza 1979 . As Lumley argues ,The notion ofthe museum as a collection for scholarly use has been largely replaced by the idea of the museumas a essence of communication (Lumley 1988 :15(Mclean , 1997One way of funding is by appealing to political leaders and positioning with protagonism groups . This will bediscussed in the next sectionii . Politicians , Communication conduct , and Interest Groups Tony Schirato and Susan bellow (2000 , in Communication and Cultural Literacy , notethat politicians be attentive to communications carry Schirato relates the fiction onBill Clinton s view on T .V . frenzyBill Clinton and other American politicians argue that the representation of violence on television`does a violence to children . This issue is interpreted up in an event of the Simpsons , where brink Simpson , horrified by what her kids are watching on the cartoon `Itchy and approximative mobilisescommunity opinion to force the lock to censor the violence . alternatively of Itchy and Scratchyblowing each other up , they sit in rocking chairs on the verandah drunkenness lemonade and beingnice to each other (Schirato bid , 2000Schirato and Yell use this myth to illustrate the point that Marge Simpson was able to exert5 force on the networks by protagonism groups . A second point of emphasis in Schiato andYell s work is that politicians pay attention to communications conduct that strike their pastimegroups (in this case , the gratify group is the parents of young childrenWith obedience to marketing museums , this suggests that marketers shouldpresent the specific strengths of their museum (say , for fount it has an abundanceof Spanish paintings ) to a politician whose programs agree served the Spanishsegment of the population in to gain more affectionate imports from fundraising campaigns Michael Suman , in Advocacy Groups and the frolic Industry (2000 discussed the effectthat avocation groups have deep been exerting on museumsInterest groups are a vital cistron of our elected system . They oversee diverge in some(prenominal) another(prenominal)(prenominal) demesnes of society , including those of the arts and entertainmentThe chapters in this volume outline many contributions interest groups have madein relation to the world of television . In two television and beyond , many interestgroups have compete a key make out in educating and informing the American publicabout epoch-making issues , and in doing so they have served to stimulate heavypublic think . Unfortunately , the curve of interest groups is not always positiveToday there is evidence that some of these groups nauseous prevent , and distort public tilt of remarkable issues , rather than encourage it . saddlery on this to the fact thatpowerful economic forces discourage open debate in our society , and you have cause for concern6That interest groups are having negative effects on debate is evident away therealm of the mass media . For example , museums are now subjected to anunprecedented amount of exam and compactionure from interest groups . umpteen groupsnow insist on exerting their turn at the earliest stages of homework a examine , andmore and more are booming at getting their points of view co-ordinated . Somehave even been prospered at closing a show whole . The Library of Congresshastily demolished an differentiate of battle about the architecture of buckle mountain quarters because ofcomplaints by African Americans that some of the two-baggers presented of slaves andslave quarters were umbrage . The Smithsonian drastically altered an point on theEnola Gay and the bombing of Hiroshima after receiving complaints from groupsof military veterans much(prenominal) as the American drove . The groups were dysphoric that theJapanese were shown as victims and that the bomb was not credited with endingthe contend . The result was a bland monument , devoid of version so as toavoid any likely offense . wear industry lobbyists objected to anotherSmithsonian exhibit , this one on the history of sweatshops because it have amodel of a sweatshop in which clothing , as opposed to some other type of productwas produced . Similar activities are evident in the realm of theater(Suman Rossman , 2000 , p1157The objections of these interest groups must be weighed by museum marketers beforemaking an parade . moreover , the presence of resistance to exhibits must notdeter the museum marketers from pushing by with their plans Mclean (p .129 , in Marketing the Museum , notes thatCommunication in the museum includes `those aspects of the institution that impinge any onthe museum s painting , or on the general scram of the chew the fat (Hooper-Greenhill 1994 :50 . Inother words , communication is reflected in the entire pay off of the museum . Themuseum s core product , its exhibition , together with its information functions , its rootand its support services , are all communicating a matrimony to the public . The management ofaccess to the museum overly contributes to the overall cast of the museum , two throughphysical and psychological access , and through promotion of information concerning themuseum . The send off of the museum develops attitudes in the public which in turn is theagglomeration of the product , handiness , and promotion(Mclean , 1997 ,.
129Thus , museum marketers will also conduct to consider the aspects that contribute to the `entireexperience of the museum such as the product , the infrastructure , and support servicesAll of these aspects play a part in communicating the message of the museumLinking Museums to Advocacy groupsThomas Streeter , in Suman Rossman s Advocacy Groups and the Entertainment Industry(2000 , p77 ) defines an advocacy group as `part of political organizing , useful and perhapsnecessary fo protecting the rights of a minority group or marginalized interest In the samework , Robert Pekurny observed that the influence of advocacy groups has declined , attributingthis to the increase in the number of media outletsOne of the two major(ip) strategies employed by advocacy groups has been thethreat of a ostracize of advertisers who obtain at specific disputed shows and /or8of the place /media entity itself . Groups have leveled these threats throughletter- piece of music campaigns and press conferences and at annual conventions . Thelatest line of products has been to cross- ostracize a conglomerate , as prove by theSouthern Baptist traffic pattern s threat to boycott Disney / ABC because of allegedlypro-gay and anti-Christian broadcast programming content and the company ssame-sex home(prenominal) partners policy . The Convention has aimed its boycott not onlyat the company s media operations , but also at its theme parks trade in , andother enterprises . These threats have incapacitated whatever power they may have once had forseveral reasons . First , nearly of the threats have failed to pan out Second , there hasbeen a significant increase in number of both advocacy groups and media outletsMessages can not be as in effect delivered as there are too many voices(Suman Rossman , 2000 ,.105Marketers for museums will need to take this into figure in formulating theirfundraising campaigns . For instance , if a museum marketer aims to project his museumas reorient with a particular advocacy group - then that group should be consistently tiedwith the museums image through the different marketing distribution materialsEffective Fundraising for the MuseumStanley Weinstein (2002 , in The stark(a) slide by to Fundraising Managementpointed out the common misconception that grants are the just about important source offunding for non-profit organizationsThe other widespread myth about grants is that they are the near importantpart of any not-for-profit organization s funding pattern This issimply not adjust . Remember that 82 circumstances of all contributions comesfrom individuals Bequests account for another 6 percent Corporatephilanthropy accounts for just about 5 percent of annual contributions9Thus foundation support approximates only 7 percent of personal sector annualcontributions . Grants come from leash main sources governmentfoundations , and corporations . for each one grant is an implicit or explicit agreement orcontract (Weinstein , 2002 , p203Weinstein also notes that grants are a significant source of funding for nonprofitorganizations (and frankincense , for museumsGrants are the lifeblood of many not-for-profit organizations -especially those with long-run relationships with their major funders . The size of grants varies greatly from modest sums for grassroots organizationsto multimillion-dollar grants for well-established institutions . to that extent , as importantas they are , grants are still surrounded by some common mythsThe most common myth is that writing grants is difficult Actually , anyo pertlyho can follow directions and write clean-cut , simple sentences can writea successful grant proposal (Weinstein , 2002 ,p203 Weinstein also emphasizes that an effective fundraising proposal consists of a outdoorscase disputation : a clear of how the funds will be used and who will realise fromthe programs and servicesThe first task of fundraising is to figure the principle for the appealfundraising professionals call this rationale the case for support or the casestatement . It might be more upholdful to think in terms of scripts - a body of10language that tells any prospective giver how the funds will be usedand who will benefit from the programs and servicesSo , a not-for-profit organization s case statement answers the questions How does this theatrical performance process masses Who do we help What vital servicesdo we offer What is our result s spoil record What are the organization splans for the future wherefore does this agency merit supportFrom the donor s perspective , institutions do not have needs . peopledo . as well often not-for-profit appeals are found on statements such as Asthe winter months approach , our organization is cladding a mounting deficitWe need your support to go our doors open(Weinstein , 2002 ,.59Weinstein s theatre indicates an important target audience for museum marketers : the individualswho frequent museums , rather than corporations 11V . ConclusionsAdorno and Horkheimer s cultural theory provided a framework from which thechanges in the art scene particularly in the funding of museums can be understood . The dismissalfrom government funding to independent funding was tell in the work of Fiona Mclean(1997 . The shift in the role of the museum from a scholarly venue to a communicationschannel was also noted in Mclean s work . A in the buff direction for museum fundraisingcampaigns is indicated by the studies of Suman Rossman (2000 , who suggested the linkage to advocacy groups and Schirato Yell (2000 ) who indicated that politicians are always alert tocommunications channels that serve their particular interest groups Stanley Weinstein s study(2002 ) further narrowed the target audience for museum marketers to individuals who frequentmuseums , indicating that this group provides a greater likelihood of funding than governmentcorporations , or foundations . Through an testing of the selected works , the changes in thefunding of museums have been evaluated and new directions for fundraising campaigns havebeen identified References1 . Schirato , Tony Yell , Susan (2000 ) Communication and Cultural LiteracyAn IntroductionSt . Leonards , N .S .W : Allen Unwin . p522 . Weinstein , Stanley (2002 ) The transact Guide to Fundraising ManagementNew York : crapper Wiley Sons . p1253 . Suman , Michael Rossman , Gabriel (eds (2000 ) Advocacy Groups and the EntertainmentIndustry . Westport , CT . Praeger Publishers br.774 . Cook , Deborah (2004 ) Adorno , Habermas , and the Search for a Rational SocietyNew York : Routledge . .105 . Milner , Andrew (2002 . Contemporary Culture TheoryCrows live , N .S .W : Allen Unwin ,.526 . Mclean , Fiona (1997 ) Marketing the MuseumLondon : Routledge . p156 p...If you urgency to get a full essay, order it on our website:
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