The potential of the Internet in arts management : content analysis of arts organization websites
Creators: name: Heo, Soonran
Publisher: name: RMIT University
Year: 2024

description: This study is undertaken in response to the issue of incorporating traditional arts management effectively in online arts management via the websites of arts organizations. The aim is to investigate the introduction and implementation of websites in order to suggest effective and efficient approaches of management. This thesis contributes to online management and will enhance its perspective and enlarge its practice.<br><br>The study presents the design and development of content analysis to analyse the content of websites in order to create both quantitative and qualitative measuring tools that are unlike currently available commercial evaluation tools, which use purely quantitative and automatic measures. The sample consists of 102 arts organization websites from six countries: Australia, Canada, France, South Korea, UK, and USA. In total seventeen arts organization websites from each country from the Yahoo regional directory have been examined. <br><br>In this study, the website content analysis applied describes preliminary data that will shed some light on the current state of arts management, combining both on and offline application. The thesis articulates the three key functions that online and offline integrated arts management must incorporate in order to increase the value of utility and quality of their services delivered to audiences via the website. The framework of this study provides: 1. interactive communication dimensions between arts organizations and audiences via the website, 2. e-commerce features applicable to the website of arts organizations, and 3. other important and relevant features relating to arts management in websites in order to enforce the appropriate selection and allocation of different services, and to dynamically adapt to changes within those organizations. One of the most important contributions of this study may be that it has value for both academic and practical purposes in the implementation of arts management. <br><br>As a result of this study, low levels of interactivity were identified in arts websites. This result suggests that online arts marketing is not as interactive as it could be, but undergoes a technological innovation phase towards more developed exploitation. In terms of e-commerce, successful introduction and adoption of websites has been identified. Other traditional arts management features that were not included in interactivity and e-commerce were well represented in the content of websites. The outcome confirms the potential of the website in arts management as an indispensable venue for interactive communication, e-commerce, and other important arts management tasks, such as arts education. <br><br>By using content analysis, this study provides an evaluative measure for arts organizations that wish to use their websites more effectively, and it also affords a perspective on the current state of online and offline integrated arts management. The result of this study shows that arts management in the virtual venue is the same, or at least similar, to the real venue, and that websites allow arts organizations to coordinate online and offline integrated marketing management. This exploration of little known areas shows what visitors to the website actually communicate and contribute, which indicates that there is ample room for development and research in this area.