ESSAY & EXERCISE COVER SHEET ESSAY & EXERCISE COVER SHEET

English and Cultural Studies Communication Studies Womens Studies 35 Stirling Highway Crawley WA 6009 Telephone + 61 8 6488 2101 Facsimile 61 8 6488 1030 English+ and Cultural Studies
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STUDENT UNIT: UNIT: SCOM3319 STUDENT No: exhiBitions & interPretation ESSAY & EXERCISE COVER SHEET GIVEN NAME: STUDENT'S SURNAME: GIVEN NAME: STUDENTS SURNAME: MASAYOSHI, MARK KINOSHITA
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TUTOR'S NAME: STUDENT'S TUTORS SURNAME: NAME: GWen Lee

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ASSIGNMENT No. & QUESTION No.: WORD COUNT: TUTOR'S NAME: TUTORIAL TIME & DAY: DUE DATE: OFFICE USE ONLY ASSIGNMENT No. & QUESTION N o: Four WORD COUNT: >2700 DATE RECEIVED: DUE DATE: 9th March 2014 OFFICIAL USE ONLY ASSIGNMENT No. & AND QUESTION No.: WORD COUNT: ALL STUDENTS MUST READ ABIDE BY THE FOLLOWING STATEMENT BEFORE AN ESSAY WILL DATE RECEIVED:
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Markers Comments:
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assignment 04: exhibition evaluation report

The Exhibition
SIngaPore arT 1950S - 1970S conTenTS Page
eXecUTIVe SUMMarY eXhIBITIon oVerVIew aSSeSSMenT crITerIa
SwoT analYSIS STrengThS VS. weaKneSSeS

A CHANGED WORLD

PAGE 03 PAGE 04 TO 06 PAGE 07 TO 19 PAGE 20 PAGE 21 TO 25 PAGE 26 PAGE 27 PAGE 28

recoMMendaTIonS
SwoT analYSIS oPPorTUnITIeS VS. ThreaTS

conclUSIon reFerenceS

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The Exhibition
SIngaPore arT 1950S - 1970S

executive summary

A CHANGED WORLD

eXecUTIVe SUMMarY
A Changed World: Singapore Art 1950s - 1970s is an exhibit hosted and presented to the general public by the National Museum of Singapore. The exhibition runs from 25th October 2013 to 16th March 2013 and is held at the basement level of the museum. This report aims to assess the success of the exhibition based on key factors relating to location, exhibition space, flow of exhibit, museum operations before finally assessing the publicity with which the museum enagages in to attract visitors. Six main assessment criteria will be explored to approximate the success of the exhibition at present. After assessment of the exhibition, appropriate recommendations will be provided as solutions to better the exhibition where it is lacking. A SWOT analysis will also be conducted and split into two different sections, Strengths vs Weaknesses and Opportunities vs Threats. The two sections will provide several supportive material for the Assessment Criteria and Recommendations section findings respectively. The report will conclude that the exhibition requires several minor changes and improvements to better position itself for success as an exhibition and for more visitor traffic.
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exhibition overview

The Exhibition
SIngaPore arT 1950S - 1970S

A CHANGED WORLD

eXhIBITIon oVerVIew
A Changed World: Singapore Art 1950s - 1970s exhibition explores the development of Singapore Art alongside its rapid progress as a country after World War II. Featuring pieces by artists of the time expressing the effects or response with issues involving political, economical, social and urban developments during the immediate post-war period of the young nation. Featuring over 120 paintings, drawings, prints and sculptures from the National Collection, the exhibition takes visitors through the emergence of Singapores artistic and national development prior to its multicultural declaration of independence as a nation on 9th August 1965. Featuring several pieces of development following the independence as a republican state and showcasing several initial outlook on the newly-founded republican state till the 1970s.

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rough floor plan of A Changed world: SIngapore Art 1950s - 1970s Exhibition.
exhibits exhibits exhibits exhibits exhibits exhibits exhibits

exhibition overview
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exhibition overview

The Exhibition
SIngaPore arT 1950S - 1970S

A CHANGED WORLD

SEGREGATION AND SEPARATION OF DISPLAYS

Display pieces are categorized into sections according to thematic headers which separate the display art pieces to their various types. Main sections include that of Calligraphy & Scroll, Oil Paintings, Model Art, etc. Artists are provided honorary credit and introduction in these sections. Artists are credited via labels which explain the meaning or story behind each artwork presented at the gallery.
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eXhIBITIon oVerVIew

exhibits

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introductory panel

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Some artist works are also scattered around the exhibition, featured also their other pieces within the middle sections aiding in the depiction the chronological development of art through the ages; 1950s through 1970s. This sub-section focuses mainly on the message with which to show the changes in Singapore Art in chronological order through the 1950s to 1970s. Does not provide honorary credit and introduction to artists.
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exhibits

section one

aSSeSSMenT crITerIa lIST

The assessment will evaluate the exhibition based upon six criteria. As the exhibition is held in the National Museum of Singapore, there was no admission fee for this particular exhibition and the exhibition is sponsored and funded by government bodies thus, there is no need for a profit criteria like in most other exhibitions to cover for cost. This assessment will cover the several criteria listed below,

assessment criteria

1) Location: Venue and Exact location within venue. 2) Exhibition Space: Accommodation size 3) Flow of exhibition: Layout 4) Labels and Interpretive materials 5) Publicity and Web Presence 6) Partnerships and Sponsors
Effective exhibitions take into consideration the Location of the exhibition which plays an important role bringing in visitors and retaining the visitors within the venue. With profit margin being a non-considerable factor, the location criteria becomes even more apparant as an important driving factor to attracting visitors to patronizing the exhibition.
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aSSeSSMenT crITerIa lIST

Exhibition Space and Flow of Exhibition are chosen criteria based on the visitor experience which plays a key role in keeping the visitor entertained.

assessment criteria

The above-mentioned criteria work in conjunction with the criteria: Labels and Interpretive Materials. All of which come under the category of museum interactivity and ambience for generating hype and interesting the different types of visitors. Publicity and Web presence are an added criteria for assessing the reach at which the exhibition possesses. This assessment provides an insight into the publicity of the exhibition from pre-launch to its closure on the widely used digital media spaces. Partnerships and Sponsors play a large part in a museum exhibition. Not only do they provide the funding required for the exhibition to run within the venue but they provide first-hand publicity for the exhibition itself. This assessment will gauge the effectiveness of the sponsors part in both funding and publicizing the exhibition to its intended target audience. The assessment also covers any beneficial factors that aid in uplifting the exhibition through associations with its sponsor groups.
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assessment criteria

Criteria One: Location of exhibition

PROS In general, the exhibition was held at the National Museum of Singapore which is located in the central heart of the country. Located close to tourist spots and the city centre shopping districts, the Museum on a whole is expected to garner a large number of visitor traffic for its exhibitions. The museum is also surrounded by the YMCA building, Fort Canning Park, Singapore Management University(SMU) and a network of sister museums which include, the Peranakan Museum and Singapore Art Museum(SAM). Art schools and various private Universities are also within the location. Namely; Lasalle College of Arts, SOTA, NAFA, Kaplan University, etc. There are a number of hotels around the area as well, one of which is Swissotel which is located an MRT station away in Raffles City.
Expected Audience capture, - Students from nearby institutes - Tourists from hotels, tourist spots and shopping district - General public from Dhoby Ghaut & Raffles City - shopping - City Centre, bustling crowds and mix of visitors
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assessment criteria

Criteria One: Location of exhibition

CONS The exhibition location within the museum is at the basement level and situated at the very back of the museum as a lone exhibition. Most of its counterpart exhibitions are situated in the main building. Some of the lesser exhibitions occupied neighbouring spaces on higher floors where most of the highly publicized permanent exhibition were situated. The lone exhibition could lose out cohesive visitor traffic where visitors make door-to-door entry amongst the neighbouring galleries. Visitors were required to travel an up-down configuration to reach the back of the museum for the exhibition. Requirement to travel to a different part of the museum meant that the lone exhibition could be deemed inconvenient and not worth the time to visit. Location is a very important factor and can determine the success or failure of drawing attention from consumers. (KARADEN\.IZ and Cdr, 2009, pp. 79--90). In this case, the exhibition was moderately inaccessible which could play factor to the failure in garnering more visitor traffic for the particular exhibit. Overall: The exhibition lost out on possible visitor traffic due to its poor location within the museum.
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assessment criteria

Criteria Two: Exhibition Space

PROS Spacious exhibition - Able to house 120 art displays of various shapes and sizes comfortably within the exhibition space. Not cluttered. CONS Poor Lighting - Visibility of art displays was poor and could cause visitors to be disinterested due to irritation of being unable to see the unlit display. Note: Lights were not faulty, only positioned poorly. Overhead lighting was generally dim. Long Distances - Visitors skipping exhibits due to disinterest had to walk long distances to get to another part of the exhibition. Equipped with only one seating section near the main entrance despite having a large exhibition space. Entrance to Exhibition - Only one entrance and exit. Visitor traffic congestion should there be high exchange of visitors in and out of exhibit at one given time. Overall: Exhibition space could be used more tactfully with several additions and a revision of the display classification sections.
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assessment criteria

Criteria Two: Exhibition Space

Additional Assessments

Seating Area
PROS Information Brochure: Innovative means of providing visitors information. Seatings: Encourage visitors to stay longer, comfortable seatings provided. CONS Information Brochure: Placement of brochure not well thought out.
Provided seating areas for resting.

Standard Fire extinguisher

Seatings: Not enough chairs around the large exhibition. Should have more.

Emergency protocols
Fire Extinguisher: Absence of fire extinguisher in the exhibition. Dangerous as most artworks are flammable material. Absence of overhead sprinkler system or fire alarm as well. Unused Door: Unused door should be opened as a secondary exit should evacuation be required, not left closed. Should be made use of as secondary entrance/exit during periods of normal operations.
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assessment criteria

Criteria Three: Flow of Exhibits

PROS Walking Path - No clear directional path. Visitors free to explore. CONS Walking Path - No clear directional path. Visitors could get extremely lost should the displays represent a deeper meaning if consecutivity is required. Display sections - Classified in two different formats. Middle-section of exhibit has artworks classified based on chronological order. Main sections of exhibit to the sides are classified based on type of artwork. Confusion. Middle-Section Main Section
exhibits exhibits exhibits

exhibits

III
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V.S

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assessment criteria

Criteria Four: Labels & Interpretive Material

(i) Introductory Panel

sponsor panel
introductory panel

main
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entry exit

exhibits

Exhibition Title: Large & Attracts attention. Font for Text: Too small. Content too wordy. Background: Synopsis background colour dull. Visitors lose focus. Proximity with Display: Too close to Section One. Distraction.

exhibits

section one

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assessment criteria

Criteria Four: Labels & Interpretive Material

(ii) Exhibition Labels and Aids

Visitor straining neck to read label below waist level.

CONS
Lighting: Dull Labels: Too wordy and small fonts. Label Stands: Labels are too low below the eye level. Visitors have to strain to read.
Labels are staple to framing the visitors understanding of exhibitions. Should a label fail to communicate in the simplest form of providing an interest point for inquisitory purposes, the exhibition is deemed a failure. (Atkins, Velez, Goudy and Dunbar, 2009, pp 161-184) .
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Section One Label. Wordy description.

Visitor straining to see small fonts, clutter text.

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assessment criteria

Criteria Four: Labels & Interpretive Material

(ii) Exhibition Labels and Aids
PROS Label Aids - Video and Music aids were provided to create interactivity for the exhibition. Exhibit Colours - Vibrant colours, variations of artworks and displays allow for a visually aesthetic exhibition provided for the visitors to the museum exhibition. Numerous Headers / Displays - Visitors have a wide selection of various headers and displays to explore in this large space.
Interactive & colourful displays video and music aid

Marketing exhibitions towards the younger generations require a different pull as compared to that of the older generation. Several factors for keeping the attention span of younger generations include the active usage of technology that is familiar to the everyday lives of the younger generations (Gofman and Moskowitz et al., 2011, pp. 601--618). The usage of video and musical aids allow for an interactive environment to which would appeal to the younger generation whom are used to technology of this scale for informatione exchange.
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assessment criteria

Criteria Five: Publicity and Web Presence

Digital Media, Presence on the Worldwide Web
Facebook: Followers of the facbook page may visit the page for updates. Facbook and social media systems allow for sharing with ones social circle. It is an effective mode of advertisement which was used to the museums advantage. Blogs: Personal visits made by interested consumers depict the museum exhibits in their own light of experience. The reach of this medium is as far as the coverage of the blogger or owner of the page has within his following and/or social circle. Minor possible publicity for museum. Varied contributors.

National Museum of Singapore Facebook Page

The importance of web and electronic marketing comes from having to target a generation with which digital media functions as not only a means of social activity but as a means of marketing and advertising (Gofman and Moskowitz et al., 2011, pp. 601--618). Functions of digital media allow for not just publicity but in-organisation management which would be highly beneficial for the museum in pursuit of progress in the digital day and age (Vahabzadeh and Sadaghiani et al., 2013).
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assessment criteria

Criteria Five: Publicity and Web Presence

Digital Media, Presence on the Worldwide Web

Poached Magazine: Art Column

Museum Advertisement Posters

Museum Brochures

Art Magazines / Columnists: Coverage of exhibition on their respective mediums of communication. However, art is niche and the information dissemination pool becomes relatively small as compared to the Straits Times or Today newspaper. Museum should work directly with more magazines.

In-Museum publicity: Museum comes up with brochures for cross-advertisement of their various exhibits. Albeit having an exhibition poster dedicated to each exhibit, the museum brochure is a compilation of all the existing exhibits of the particular time period. It does not contain individual brochures for exhibit.

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assessment criteria

Criteria Six: Partnerships and Sponsors

Partnerships and Sponsors for Exhibition

Singapore Biennale
Artistic influence on the global appeal coupled with being an extra advertisement platform for the event. Funding for exhibition comes directly form the authorizing committee at the National Arts Council. No immediate funding problems unless otherwise insufficient from the governmentallowed pool of funds.

Ministry of Culture, Community & Youth

Government body promoting inspiration in Young Singaporeans through Arts & Sports. Government funding possible. Wide publicity spectrum. Relevant Aims on Heritage & Art include, 1) Developing artistic aspirations, excellence and education. 2) Nurturing appreciation of Nations history and multicultural heritage.
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Strengths and Weaknesses of Exhibition

SWOT Analysis

SWOT ANALYSIS

Strengths
Strong cultural heritage, able to tug at local visitors heartstrings to interest them into visiting the exhibition. Exhibition topic caters to the general public. National heritage relates to everyone living in Singapore - young and old. Heritage and Culture are unlike interests, rather able to leverage on human connection to their roots of the past. Situated in the Central heart of Singapore, the National Museum of Singapore allows for high traffic from local visitors to tourists whom patronize nearby hotels and shopping malls. Admission to the exhibition is free. Cultural topic allows for the particular exhibition to be able to relate to other permanent heritage-based exhibitions at the National Museum of Singapore. There is lesser space constraint issues as compared to other museum or showcase venues in Singapore.

Weaknesses
Culture studies and exploration are a niche interest market. Audience capture is not as straightforward as targeting at audience interest, rather audience needs to feel inclined to explore the cultural exhibitions. Rather monotonous exhibition with a topic heavy on the technical and theoretical stages of Singapores development as opposed to artistic appreciation like in other exhibits. Lacks any form of character due to its coverage over a wide variety of idea angles, ranging from its classification of its exhibition components that also follow chronological differences to each featured event within the exhibition. Confusing exhibit. Visitors may become unclear as to what the exhibition is trying to portray due to numerous classification configurations and a lack of determined path important for directing flow of exhibition due to its heavy technical content. Ineffective use of ambient decor and items to create an interesting and nostalgic atmosphere which would provide more interest into exploring the exhibition and staying to study the showcases.
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Recommendations Possible Improvements for Exhibition

Introductory Panel
introductory panel

recommendations

1.

sponsor panel

main
entry

Focus Introductory Panel instead...

sponsor panel
introductory panel

main
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entry exit

The introductory panel should be less cluttered with words. Thus, visuals play an important role in informing the visitors of the exhibit the relevant information needed to understand what they are about to explore. Unlike that of the original exhibition, the introductory panel is recommended to be a standalone panel situated at the same spot in the gallery. It is advised that the introductory panel not be placed beside an exhibit artwork as it is highly likely visitors will get distracted by the artwork, choosing to ignore reading the introductory panel.

exhibits

exhibits

section one
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Recommendations Possible Improvements for Exhibition

Flow of Exhibition / Exhibition Space Usage

recommendations

3.
More Seating Areas and Strategic placement of Information brochures
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VS
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Artwork displays should be classified either in (i) type of artwork or (ii) chronological order to reduce confusion in visitors. The current exhibition does not have a set route for visitors to follow through. The recommended set route takes visitors in a loop around the entire exhibition in an anti-clockwise direction around properly classified artwork exhibits. This ensures that visitors cover all parts of the museum exhibition without missing any one component. Additional seating areas will aid in ensuring visitors have rest areas whilst walking the loop around the entire exhibition. On top of that, fire extinguishers will be dotted around the museum to prepare for an emergency fire hazard.

exhibits

Classification: Either, Chronological or Type of Artwork

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Recommendations Possible Improvements for Exhibition

Labels and Interpretive Material
The current exhibition has poor labels attached to their vibrant array of artwork. High in word count and of a small font face, the text with which visitors have to read is taxing to the eye. This steers visitors from trying to interpret labels and gaining knowledge. It is arguable that some exhibits do not require texts, some being interactive whilst others have visual and media aids. In this section, the recommendations made to reduce the reliance on high-word-count exhibition labels were suggested for the purpose of ensuring visitors are not taxed into reading large chunks of texts. Should any form of text be required, it should be concise and be of legible font at the common eye level of visitors to the exhibitions.

recommendations

4.

Alternatively, the use of more video aids as opposed to textual aids may act as a means to target directly the interest of younger and/ or lazy visitors whom feel the factor of inclusion and convenience to understanding an exhibit. As opposed to generic association to which the exhibit promotes general public nostalgia through heritage; showing that the museum empathizes with its visitors by providing a form of convenience employs an inclusion factor which may pique the interest of tech-savvy visitors of today to breeze through the more Visually Captivating technical terms through a means that interests and allows for them to Carefully placed labels Interactive Platform aids feel engaged (Gofman and Moskowitz et al., 2011, pp. 601--618).
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Recommendations Possible Improvements for Exhibition

Labels and Interpretive Material
Content which require the extensive use of texts should look to other means of attracting visitors. Such displays should incorporate visual attractiveness, interactivity or come in large one piece images for visual purposes to signify importance of an exhibit in the gallery. In some cases, the use of an interesting mode of label will win the attention of visitors as they scrutinze interesting modes of label portayal in the exhibit. Such include the example below, History book label to represent the background and history of featured, Lim Nee Soon.

recommendations

Visually Captivating Queer exhibit, garners interest

5.

6.
Usage of television and other digital modes and mediums in exchange for long mundane textual content Large imagery representation Interesting > Generic Label

7.

Interactive exhibits in place of mundane and generic showcase exhibitions. i.e: Pull ring to smell
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suggested floor plan of A Changed world: SIngapore Art 1950s - 1970s Exhibition.
fire extinguisher

recommendations
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Opportunities and Threats to Exhibition

SWOT Analysis

SWOT ANALYSIS

opportunities
Possible partnerships with local television series, collaborations with local film-makers to create a partnered short film. Attracts young crowd in their pursuit for Indie culture and the current inclination of popular culture into the 60s fashion. Showcasing National Treasures or Milestone Memorabilia. i.e: Pen which was used by Lee Kuan Yew to sign for the independence of Singapore as an independent nation. A distinctive difference to most exhibitions prepared by the Singapore Biennale, the exhibition may be showcased in conjunction with its usual approach to futuristic imagination of Singapores heritage. Collaboration titled, Singapore-- Past & Present Art. Partnership with schools, educational tours and competitions for younger crowd. Partnership with Singapore Tourism Board or travel agencies to make museum a pitstop for tour sessions.

threats
Competition with popular or other museum exhibitions running concurrently. i.e: ArtScience Museum which boasts more interactive exhibitions. Target audience interest is difficult to measure and may vary as it is not an interest topic, more so a nostalgic heritage and cultural tour. In which case, topic pales in comparison to interest-based exhibitions. Space constraints with the current layout of the exhibition gallery. Too many exhibits with no clear directional path, might irritate visitors. Lack of manpower / volunteers as ushers and helpers for the museum exhibition. Visitors might have trouble with the exhibitions and choose to leave as they are unable to find assistance to their problems. Museum layout is extremely tedious, travel time to current exhibition venue within the museum may deter visitors from visiting due to laziness and inconvenience.

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Conclusion
In conclusion, the exhibition was not as successful as it should have been and would require adoption of several of these changes to reach its potential as an exhibit. 1) Internal Museum Dynamics The poor use of exhibition space and poor layout to ensure good flow of exhibit were some key factors which could improve the exhibition on a whole. The location of the exhibition within the museum was poor. Isolated to the basement in a separate part of the museum building made it less successful as visitors were not inclined to visit or did not attempt to proceed to the exhibit due to being unaware. The exhibition loses cumulative publicity and convenience visitors passing in and out of consecutive exhibitions in the main building. Museum should also provide a brochure for individual exhibitions to be near the information counter at the entrance of the museum. 2) Marketing of exhibit Social Media sites such as Facebook should be used to encourage and promote sharing between followers amongst their individual social circles. Such include conducting the occasional competition to which would entice followers to sharing information about certain exhibitions in hopes of winning a prize. Museum could also look to rewarding or comissioning bloggers or public-sharing with occasional incentives. 3) Partners & Sponsorships The exhibition could have worked in partnership with the local arts community in the likes of collaborative films or performances to boost publicity and work at more target audience interests. As the exhibition worked heavily upon the nostalgic emotion of heritage amongst visitors, the pull with which the exhibition could bring in was limited if not for an emotionally-inclined public. Working towards specific interest groups will help the exhibition bring in more visitors through focused interest groups and give rise to exploring different angles of further marketing.

Conclusion

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References Research and Findings, Supporting details

Atkins, Velez, Goudy and Dunbar. (2009). The Unintended Effects of Interactive Objects and Labels. Science Education.: 161- 184.

references

Chia, A. 2014. A Changed World: Singapore's Post-War Years Seen Through Art | Artinfo. [online] Available at: http://sea.blouinartinfo.com/news/ story/975326/a-changed-world-singapores-post-war-years-seen-through-art [Accessed: 4 Mar 2014]. Facebook. 2014. National Museum of Singapore. [online] Available at: https://www.facebook.com/pages/National-Museum-of-Singapore/165811363438919 [Accessed: 7 Mar 2014]. Facebook. 2014. National Museum of Singapore. [online] Available at: https://www.facebook.com/National.Museum.of.Singapore [Accessed: 7 Mar 2014]. Gofman, A., Moskowitz, H. R. and Mets, T. 2011. Marketing museums and exhibitions: What drives the interest of young people. Journal of Hospitality Marketing \& Management, 20 (6), pp. 601--618. KARADEN\.IZ, P. D. M. and Cdr, N. 2009. The importance of retail site selection in marketing management and hypothetical approaches used in site selection. Journal of Naval Science and Engineering, 5 (3), pp. 79--90. Littledayout.com. 2014. Early Singapore in Art: A Changed World at the National Museum. [online] Available at: http://www.littledayout.com/blog/early-singaporein-art-a-changed-world-at-the-national-museum.html [Accessed: 9 Mar 2014]. Mccy.gov.sg. 2014. MCCY - About us. [online] Available at: http://www.mccy.gov.sg/en/About-us.aspx [Accessed: 5 Mar 2014]. Nationalmuseum.sg. 2014. [online] Available at: http://www.nationalmuseum.sg/NMSPortal/faces/oracle/webcenter/portalapp/pagehierarchy/ Page8.jspx?detContId=NHBSVRAPP61620000040561&_afrLoop=2066100053224160&_afrWindowMode=0&_afrWindowId=tw86fxxgu_62#%40%3F_ afrWindowId%3Dtw86fxxgu_62%26_afrLoop%3D2066100053224160%26detContId%3DNHBSVRAPP61620000040561%26_afrWindowMode%3D0%26_adf.ctrlstate%3Dtw86fxxgu_126 [Accessed: 4 Mar 2014]. Singaporebiennale.org. 2014. Singapore Biennale 2013. [online] Available at: http://www.singaporebiennale.org/aboutsb.html [Accessed: 4 Mar 2014]. Vahabzadeh, S., Sadaghiani, J. S., Asgarielo, M. and Jabbarzadeh, M. 2013. An exploration study to detect important factors influencing internet marketing: A case study of food industry. Management Science Letters, 3 (6). Wee, K. and Wee, K. 2014. [IYH50] A Changed World: Singapore Art 1950s-1970s. [online] Available at: http://poachedmag.com/2013/10/30/a-changed-worldsingapore-art-1950s-1970s/ [Accessed: 4 Mar 2014].
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