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Breaking barriers in classical music...
~
Christiansen, Lorraine Noel.
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Breaking barriers in classical music: A public relations plan for the Music Academy of the West.
紀錄類型:
書目-電子資源 : Monograph/item
正題名/作者:
Breaking barriers in classical music: A public relations plan for the Music Academy of the West./
作者:
Christiansen, Lorraine Noel.
面頁冊數:
57 p.
附註:
Source: Masters Abstracts International, Volume: 42-03, page: 0711.
Contained By:
Masters Abstracts International42-03.
標題:
Journalism. -
電子資源:
http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1416543
Breaking barriers in classical music: A public relations plan for the Music Academy of the West.
Christiansen, Lorraine Noel.
Breaking barriers in classical music: A public relations plan for the Music Academy of the West.
- 57 p.
Source: Masters Abstracts International, Volume: 42-03, page: 0711.
Thesis (M.A.)--University of Southern California, 2003.
In order to maintain and increase ticket sales, and to preserve classical music for future generations, classical music institutions must diversify their audiences. The Music Academy of the West, in Santa Barbara, California, is one such institution. A world-renowned conservatory, its audience lacks diversity; most members are upper-middle class, elderly and Caucasian.Subjects--Topical Terms:
576107
Journalism.
Breaking barriers in classical music: A public relations plan for the Music Academy of the West.
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In order to maintain and increase ticket sales, and to preserve classical music for future generations, classical music institutions must diversify their audiences. The Music Academy of the West, in Santa Barbara, California, is one such institution. A world-renowned conservatory, its audience lacks diversity; most members are upper-middle class, elderly and Caucasian.
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This thesis will explore the historical role of classical music in society. It will examine past and present challenges facing classical music institutions as well as current industry trends. It will then detail a strategic public relations program to help the Music Academy of the West reach the diverse Santa Barbara community, focusing on youth and Latino audiences.
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Specifically, the public relations plan will address the problems, challenges, opportunities, strategies and tactics involved in achieving the business and public relations goals: to increase exposure to the Music Academy, to increase ticket revenue and to preserve classical music.
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