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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.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Breaking barriers in classical music: A public relations plan for the Music Academy of the West./
Author:	Christiansen, Lorraine Noel.
Description:	57 p.
Notes:	Source: Masters Abstracts International, Volume: 42-03, page: 0711.
Contained By:	Masters Abstracts International42-03.
Subject:	Journalism. -
Online resource:	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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035 $a (UnM)AAI1416543
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100 1 $a Christiansen, Lorraine Noel. $3 1948024
245 1 0 $a Breaking barriers in classical music: A public relations plan for the Music Academy of the West.
300 $a 57 p.
500 $a Source: Masters Abstracts International, Volume: 42-03, page: 0711.
500 $a Adviser: Jennifer Floto.
502 $a Thesis (M.A.)--University of Southern California, 2003.
520 $a 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.
520 $a 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.
520 $a 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.
590 $a School code: 0208.
650 4 $a Journalism. $3 576107
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Music. $3 516178
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710 2 0 $a University of Southern California. $3 700129
773 0 $t Masters Abstracts International $g 42-03.
790 1 0 $a Floto, Jennifer, $e advisor
790 $a 0208
791 $a M.A.
792 $a 2003
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1416543