Arts Administration Must Pay Attention to the Infiltration between the Arts and the Media - Assignment Example

 Arts Administration Must Pay Attention to the Infiltration between the Arts and the Media Introduction Technological advancements witnessed in the current decade have led to the development of various forms of media, which correspondingly has provided greater scope to the common people to connect among themselves across various parts of the world. In addition to some traditional forms of media such as print and visual media, internet media has now-a-days evolved as the most popular. It also has been the most effective and cheaper among the other forms of media. However, art and media are closely interrelated with each other and thus, integrating media in art administration serves beneficial for the artists to reveal their talent and communicate with the audiences (Byrnes, 2009). Art has been an integral part of the societies since antiquity; however, the different forms of art have evolved during the course of time. In addition to the arts comprising image creations, which include paintings, photography and sculptures, the field of art is also extended to various other forms that include theatre, music, dance and film among others. Therefore, with the diversification of arts, it has established a noticeable scope for infiltration between media and art. However, more emphasis is necessary to be provided regarding the inclusion of media into art administration in order to provide greater scope for the artists as well as the audiences to interact with each other (Morris, 2001). Contextually, the current paper attempts to illustrate the ‘pros and cons of using media in art museum between the museum and the audiences’. Pros and Cons of Using Media in Art Museum between the Museum and Audiences Benefits of Using Media for Arts Museum and Audiences Media plays a major role in establishing relationship between the artists and the audiences and thus, implementing an effective form of media in the Art museums is inherently necessary to display the talent of the artists to the global audiences. Art administration possesses a significant role in the implementation of the most effective and efficient media that would serve beneficial to establish an effective relation between the museum and the audiences (Byrnes, 2009). It is in this context that technological advancements have led to the development of various forms of media and thus, it is extremely decisive to select the media form that suits best to communicate with the audiences. In this regard, it is notable that internet has become one of the most effective and cost efficient methods of such media programs, which is favorable for business establishments and organizations to communicate and promote their products and services to the targeted customers (Patil & Bhakkad, 2014). Similar to the above notion, it would also serve beneficial for museums to adopt internet as a means of communication to the targeted audiences in addition to other forms of media. It is thus eminent that the rate of accessing social networking sites by people are increasing rapidly and therefore, the artists should use social networking sites to promote and communicate their creativity to the people across the world. People can also access to various online websites through smart phone and other personal handheld devices, which has also provided a huge scope to make use of these medium in communicating with the targeted audiences (Adamovic, 2013). Moreover, the different forms of media would also serve as one of the most important tools for the museum authorities as well as the artists in marketing their brand, goodwill as well as the products created by their artists. Irrespective of an individual or an organization, it is very essential to promote products or work to the targeted people and thus, selection of appropriate media is quite essential for the effectiveness of the same. Marketing through online sources have also become a common phenomenon in the current day context. The reason behind this is its convenience and increasing rate of usage of mobile phones and tablets that assists the artists or museum authorities to increase their reachability to a wider section of the targeted audiences (Patil & Bhakkad, 2014). Using media in the museum also supports in creating awareness among people regarding arts and the center of attractions within it. As expected, more people will visit the museum when they are aware regarding the arts and other objects that would be displayed in the museum. Media also supports the artists to communicate with their fans and admirers, which correspondingly assists them to understand the desires of their admirers. Based on such understandings, the artists can develop their creativity, which would be more appreciated by the same admiring audiences (Pelfrey & Hall-Pelfrey, 1985). In this regard, it is important to note that client satisfaction is the prime aim for any business enterprise, as customers are the key to success for the business. For an artist selling his/her creative work to the audiences and admirers through his/her business and therefore, for the success of the business itself, it is extremely important to consider the needs and demands of the targeted audiences. Communicating through appropriate media is also therefore extremely important in maintaining well developed relationship with the audiences, who would provide financial benefits to the artists. Similarly, for the art museums, the visitors shall be the clients wherein it is quite essential to keep them satisfied to attract more visitors that would ultimately contribute to their maximization of profit as well as goodwill. Social media and websites are therefore the most effective means of communicating with the targeted audience pool (Smithsonian Institution, 2001). Another major benefit of using media for artists and museums is that using the internet, the artists can upload various creative works in their personal blogs and websites, which are easily accessible to the admirers at any time. This leads to the enhancement of popularity of the artists within the society and targeted audiences that will further contribute to his/her professional growth. The internet usage rate all over the world is increasing rapidly and so has the corresponding increase of smart phone users and tablets is witnessed. Approaching a larger section of the targeted audiences has therefore become easier with the increase in the aggregate proportion of internet users. It is worth mentioning in this context that people generally prefer to pass their leisure time by surfing internet and social websites. Therefore, using various online mediums can become the most effective means of promotion of creative works for artists (Master & Lombardi, 2009). Other forms of media include print media and visual media through which, the artists and museums can communicate with the targeted audiences. It is however not necessary that every people shall have access to the internet and various social media. Therefore, in order to reach this particular section of audiences, print or visual media shall become considerably effective. Among the print media, pamphlets and newspaper advertisements can be used through which, the artists shall communicate to the audiences regarding the schedules of events or exhibitions of their works in museums or other places (Byrnes, 2009). It is worth mentioning that a major form of visual media is communicating to the targeted audiences through television advertisements. However, video recording is also considered as a media that assists in effective communication of any live performances and events, which are being conducted by an artist in the form of a music, dance, drama and/or exhibition among others. Arts administration is extensively responsible for conducting the best possible of media that would enhance the scope for the artists and museums to communicate regarding their creative works to the targeted audiences. Thus, it makes the infiltration evident between media and arts, which is often observed to result in some considerable benefits (Pelfrey & Hall-Pelfrey, 1985). Criticisms of Using Media for Arts Museum and Audiences Even though media provides various benefits to the art museums and audiences, there are also certain disadvantages or criticism of using media for the same. Inclusion of media into art business is very essential for the growth and prosperity of artists as well as the art museums and thus, arts administration plays a major role in managing the infiltration process between media and Arts. However, it is also eminent that apart from these benefits, infiltration creates huge confusion among the people due to the corresponding identity deviations (Byrnes, 2009). Although media and arts are highly interrelated with each other, both are two separate forms of culture that increases the probability of confusion among people. Traditional concepts thus suggest that art was considered as connected with various forms, which depicts the overall lifestyle of people; whereas, media was considered as connected only with the daily lifestyle of people. However, with the course of time, the concept has changed and interrelation between arts and media has been established, which has created confusion among many people. Technological advancements have given rise to various forms of media that includes e-newspaper, television, radio and internet medium among others, which have again been used as an effective means of communication for individuals as well the business establishments. In context to the current research study, media may cause an impact negatively on the sentiments of the audiences including the personal opinion of the individuals (Thomson, Purcell & Rainie, 2013). Artists thus generally use media that suits best to communicate their creative work to the targeted audiences. For its successful communication thus, it is very essential that the audiences receive information implying the same meaning as the artists had intended to communicate. However, in majority of the instances, it is noteworthy that the information is not communicated to the audiences in a proper manner or it is misinterpreted (Paul, 2012). This often results in confusion among the audiences, which further negatively influences the artists and art museums, who are attempting to communicate their creative work to the targeted people. It is therefore very essential for the media to present art before the targeted audiences in such a way that would inspire and motivate them to show their interests in art. However, failing to do so would highly discourage the audiences to adopt art either as a profession or as a personal interest. Therefore, the way through which, media presents art before the targeted audiences represents the successful communication of art to the people. Selecting a proper medium of communication along with the clear delivery of information is inherently necessary for the effectiveness of communication within the targeted audience (Hausmann, 2012). Another major criticism regarding the use of media for arts museum is related with the security issues. In the current phenomenon, art museums take the support of various communication mediums in order to promote different artifacts and ancient arts among the people either through visual mediums of advertisement or through online mediums or articles. In majority of the cases, videos and pictures of the artifacts are portrayed during their promotion, which involves high security issues (Hausmann, 2012). This reflects high chances that people with ill intention may conduct unethically, such as stealing artifacts from museum and making replica of the ancient art and artifacts among others. Therefore, it is very essential for the museum authorities to promote their artifacts using proper means of communication, which would consider the security issues as well. Moreover, there is a high chance of information leakage through media that might further create risks for the art museums. In certain cases it is notable that unintentionally some important and valuable information of art museums are being communicated to the people through various media channels, which ultimately creates potential sustainability threats for the museums (Paul, 2012). Conclusions From the above discussion it can be concluded that it is extremely important for the arts administration system to pay more attention to the infiltration between arts and media. Even though media and art are the two different cultures of the society, the integration of media in arts business has become inherently necessary for the growth and development of the artists as well as the art museums and audiences. Media has also created a significant opportunity for the artists to display their talents to the targeted audiences across the world. Moreover, the audiences and admirers were also benefited, as they could easily access the creative art works of the artists through media. However, to be mentioned in this context, the selection of proper media is very essential for the effectiveness of communication between art museums or artists and the targeted people. Social media has also become an essential tool for marketing the talents of artists as well promoting art museums. Media has therefore become an essential tool for the promotion of various artifacts in art museums as well as communicating the talents to the targeted audiences. However, there are certain criticisms related to infiltration between media and art, as it has increased confusion among people because of misinterpretation of certain information that negatively affects the acceptance of art as a profession or leisure pursuit. Moreover, security issues for art museums and artists have also increased that creates a potential threat to its sustainability. The art administration therefore plays a very important role in managing infiltration between media and the art in order to serve its effectiveness. References Adamovic, M. (2013). Social media and art museums: measuring success. Media Management Concentration, 1-78. Byrnes, W. J. (2009). Management and the arts. United States: Taylor & Francis. Hausmann, A. (2012). Creating ‘buzz’: opportunities and limitations of social media for arts institutions and their viral marketing. International Journal of Nonprofit and Voluntary Sector Marketing, 173-182. Master, T. D. & Lombardi, M. (2009). Social media and contemporary art market. Journal, 1-107. Morris, S. (2001). Museums & new media art. Research Report, 1-36. Patil, D. & Bhakkad, D. (2014). Redefining management practices and marketing in modern age. India: Atharva Publications. Paul, C. (2012). Challenges for a ubiquitous museum: presenting and preserving new media. Whitney Museum of American Art, 1-7. Pelfrey, R. H. & Hall-Pelfrey, M. (1985). Art and Mass Media. New York: Harper Collins Publishers. Smithsonian Institution. (2001). Audience building: marketing art museums. Office of Policy and Analysis, 1-33. Thomson, K., Purcell, K. & Rainie, L. (2013). Arts organizations and digital technologies. Pew Research Center’s Internet & American Life Project, 1-65. Read More