{"id":2831,"date":"2013-05-08T06:46:24","date_gmt":"2013-05-08T10:46:24","guid":{"rendered":"http:\/\/www.artsjournal.com\/engage\/?p=2831"},"modified":"2013-05-08T06:46:24","modified_gmt":"2013-05-08T10:46:24","slug":"engagement-vocabulary-in-action","status":"publish","type":"post","link":"https:\/\/www.artsjournal.com\/engage\/2013\/05\/engagement-vocabulary-in-action\/","title":{"rendered":"Engagement Vocabulary in Action"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-medium wp-image-2833\" alt=\"Dictionary\" src=\"https:\/\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/04\/Dictionary-300x153.jpg\" width=\"300\" height=\"153\" srcset=\"https:\/\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/04\/Dictionary-300x153.jpg 300w, https:\/\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/04\/Dictionary.jpg 500w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/>In an effort to clarify the points from my last two posts (<a title=\"Engagement Vocabulary\" href=\"https:\/\/www.artsjournal.com\/engage\/2013\/05\/engagement-vocabulary\/\" target=\"_blank\">Engagement Vocabulary<\/a> and <a title=\"Parsing Vocabulary\" href=\"https:\/\/www.artsjournal.com\/engage\/2013\/05\/parsing-vocabulary\/\" target=\"_blank\">Parsing Vocabulary<\/a>), I&#8217;m going to try to describe the differences among audience development, audience engagement, and community engagement by using a specific work produced by an arts organization as an example.<\/p>\n<p>[But first, to re-repeat, here are the operating definitions I&#8217;m using:<\/p>\n<ul>\n<li><b>Audience Development<\/b> is <b>a marketing strategy <\/b>designed<b> for immediate results<\/b> (sales, donations, etc.).<\/li>\n<li><b>Audience Engagement<\/b> is <b>a marketing strategy<\/b> designed <b>for deepening relationships<\/b> with current stakeholders <b>and expanding reach<\/b> over time.<\/li>\n<li><b>Community Engagement<\/b> is <b>a mission strategy<\/b> designed <b>to create and maintain relationships<\/b> with individuals and communities. The desired end results are deepened relationships and expanded reach for the arts organization <i>and<\/i> healthier, more vibrant communities.]<\/li>\n<\/ul>\n<p>Let me take Michael Tippett&#8217;s A C<em>hild of Our Time<\/em>, an oratorio written in response to Kristallnacht, as an example to consider. It employs African-American spirituals to highlight issues of racism and oppression. (Yes, gross oversimplification, but there it is.)<\/p>\n<p>The company that produces this work and identifies synagogues in the community as good places to sell tickets is doing audience development.<\/p>\n<p>The company that sponsors a scholar (or panel) discussing the Holocaust as a pre-concert talk is employing an audience engagement approach. In this it would be assumed that a deeper understanding of the Holocaust will enhance an audience member&#8217;s appreciation of the work.<\/p>\n<p>The company that has an established relationship with both the African-American and Jewish communities and, as a result of discussing (with them) the need to build bridges between those communities, decides to produce <em>A Child of Our Time<\/em> is involved in community engagement. The arts organization could then sponsor workshops\/panel discussion\/presentations on the issue. <em>Or<\/em> even better, it could work with organizations in those communities as they develop ways to utilize the oratorio in the service of their own interests.<\/p>\n<p>I don&#8217;t deny that it would be possible to use <em>A Child of Our Time<\/em> as a means of beginning a relationship with the communities mentioned in the previous paragraph. HOWEVER, that is difficult. Imagine someone you&#8217;ve never met coming up to you and offering you a shiny new Rolex saying they want to be your friend. The prospect might give you pause, at best, especially if this person was part of a family with which you had had a less than positive relationship before. Using a work of art to <em>begin<\/em> a relationship can be done, but it must be done with care and with awareness that it could appear to be simply a ploy to sell tickets.<\/p>\n<p>It&#8217;s a good exercise to apply the same type of analysis to any work of art with which you are familiar. How might anything you would present be imagined in each of the three categories? The more you do it, the easier it gets. I&#8217;ll say, I&#8217;m still working through the thought processes myself.<\/p>\n<p>Engage!<\/p>\n<p>Doug<\/p>\n<dl id=\"yui_3_7_3_3_1366991436834_307\">\n<dt>Photo:<a href=\"http:\/\/creativecommons.org\/licenses\/by\/2.0\/\"><img decoding=\"async\" title=\"Attribution\" alt=\"Attribution\" src=\"http:\/\/l.yimg.com\/g\/images\/cc_icon_attribution_small.gif\" border=\"0\" \/><\/a> <a title=\"Attribution License\" href=\"http:\/\/creativecommons.org\/licenses\/by\/2.0\/\" target=\"_blank\">Some rights reserved<\/a> by <a href=\"http:\/\/www.flickr.com\/photos\/greeblie\/\" target=\"_blank\">greeblie<\/a><\/dt>\n<\/dl>\n","protected":false},"excerpt":{"rendered":"<p>In an effort to clarify the points from my last two posts (Engagement Vocabulary and Parsing Vocabulary), I&#8217;m going to try to describe the differences among audience development, audience engagement, and community engagement by using a specific work produced by an arts organization as an example. [But first, to re-repeat, here are the operating definitions [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[6,5],"tags":[12,13,17,18],"class_list":{"0":"post-2831","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-examples","7":"category-principles","8":"tag-arts","9":"tag-community-engagement","10":"tag-examples-2","11":"tag-terminology","12":"entry","13":"has-post-thumbnail"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p1G6h9-JF","jetpack_sharing_enabled":true,"jetpack-related-posts":[{"id":2824,"url":"https:\/\/www.artsjournal.com\/engage\/2013\/05\/parsing-vocabulary\/","url_meta":{"origin":2831,"position":0},"title":"Parsing Vocabulary","author":"Doug Borwick","date":"May 4, 2013","format":false,"excerpt":"In Engagement Vocabulary I introduced work-in-progress definitions of audience development, audience engagement, and community engagement. [To repeat: Audience Development is a marketing strategy designed for immediate results (sales, donations, etc.). Audience Engagement is a marketing strategy designed for deepening relationships with current stakeholders and expanding reach over time. Community Engagement\u2026","rel":"","context":"In &quot;Principles&quot;","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"Dictionary","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/04\/Dictionary-300x153.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":2818,"url":"https:\/\/www.artsjournal.com\/engage\/2013\/05\/engagement-vocabulary\/","url_meta":{"origin":2831,"position":1},"title":"Engagement Vocabulary","author":"Doug Borwick","date":"May 1, 2013","format":false,"excerpt":"[Note to new readers: This is a very old and widely read post. In the interest of providing up-to-date information about thinking on this topic, you can find updated definitions of terminology related to community engagement and related arts management tools on the ArtsEngaged website here.] I have on a\u2026","rel":"","context":"In &quot;Principles&quot;","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"Dictionary","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2013\/04\/Dictionary-300x153.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":6436,"url":"https:\/\/www.artsjournal.com\/engage\/2021\/09\/terminology\/","url_meta":{"origin":2831,"position":2},"title":"Terminology","author":"Doug Borwick","date":"September 9, 2021","format":false,"excerpt":"A critical element in effective community engagement is understanding exactly what it is . . . and what it is not.","rel":"","context":"In &quot;10th Anniversary&quot;","block_context":{"text":"10th Anniversary","link":"https:\/\/www.artsjournal.com\/engage\/category\/10th-anniversary\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2021\/07\/10.jpg?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":4733,"url":"https:\/\/www.artsjournal.com\/engage\/2016\/11\/who-benefits\/","url_meta":{"origin":2831,"position":3},"title":"Who Benefits?","author":"Doug Borwick","date":"November 9, 2016","format":false,"excerpt":"Definitions are important to me. That's probably a reflection of my former life as an academic. (Or, I suppose, it could be why I was an academic.) They've also become critical to my work as an advocate for community engagement. I have presented numerous attempts at defining things like audience\u2026","rel":"","context":"In &quot;Principles&quot;","block_context":{"text":"Principles","link":"https:\/\/www.artsjournal.com\/engage\/category\/principles\/"},"img":{"alt_text":"Dictionary","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2015\/08\/Dictionary.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4945,"url":"https:\/\/www.artsjournal.com\/engage\/2017\/06\/engagement-terminology\/","url_meta":{"origin":2831,"position":4},"title":"Engagement Terminology","author":"Doug Borwick","date":"June 21, 2017","format":false,"excerpt":"We need good definitions to make our work more effective. Here is an updated set from my perspective, for what it's worth.","rel":"","context":"In &quot;The Practice of Engagement&quot;","block_context":{"text":"The Practice of Engagement","link":"https:\/\/www.artsjournal.com\/engage\/category\/the-practice-of-engagement\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2015\/08\/Dictionary-300x202.jpg?resize=350%2C200","width":350,"height":200},"classes":[]},{"id":4602,"url":"https:\/\/www.artsjournal.com\/engage\/2016\/08\/five-years-on\/","url_meta":{"origin":2831,"position":5},"title":"Five Years On","author":"Doug Borwick","date":"August 3, 2016","format":false,"excerpt":"Five Years On\u2013Highlights from five years of blogging. This week: definitions.","rel":"","context":"In &quot;Overview&quot;","block_context":{"text":"Overview","link":"https:\/\/www.artsjournal.com\/engage\/category\/overview\/"},"img":{"alt_text":"FiveCandles","src":"https:\/\/i0.wp.com\/www.artsjournal.com\/engage\/wp-content\/uploads\/2016\/07\/FiveCandles.jpg?resize=350%2C200","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/2831","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/comments?post=2831"}],"version-history":[{"count":0,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/posts\/2831\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/media?parent=2831"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/categories?post=2831"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.artsjournal.com\/engage\/wp-json\/wp\/v2\/tags?post=2831"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}