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Melbourne 2006: marketing south-eastern Australian aboriginal art

Cardamone, Megan, Manahan, Esmai and Rentschler, Ruth 2006, Melbourne 2006: marketing south-eastern Australian aboriginal art, Asia pacific journal of arts and cultural management, vol. 4, no. 1, pp. 229-236.

Document type: Journal Article
Collections: School of Management and Marketing
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Title Melbourne 2006: marketing south-eastern Australian aboriginal art
Author(s) Cardamone, Megan
Manahan, Esmai
Rentschler, Ruth
Journal name Asia pacific journal of arts and cultural management
Volume number 4
Issue number 1
Start page 229
End page 236
Publisher University of South Australia
Place of publication Adelaide, S.Aust.
Publication date 2006-02
ISSN 1449-1184
Keyword(s) aboriginal art
marketing
Commonwealth games
Melbourne 2006
Summary The Aboriginal cultural sector is dynamic and highly valuable to the Australian economy, returning an estimated $100 million dollars annually. The majority of Aboriginal artists and art works have been perceived to be in northern Australia— eighty per cent of them are in fact in this region—but Aboriginal artists in south-eastern Australia are emerging as a strong force as they struggle for recognition from commercial and national galleries, curators, art dealers, newspaper critics, and buyers. If marketing is to be effectual, the Aboriginality of the art must be presented in a form that is understood and accepted by the audience. Thus changing public perceptions is crucial to marketing south-eastern Aboriginal art. The primary task of this article is to discuss this marketing priority for Aboriginal art and artists in south-eastern Australia, previously neglected in marketing literature. Specifically, the upcoming Melbourne Commonwealth Games are proposed as an opportunity for intensive marketing of the region’s Aboriginal arts.
Notes Reproduced with the specific permission of the copyright owner.
Language eng
Field of Research 150599 Marketing not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2006, University of South Australia
Persistent URL http://hdl.handle.net/10536/DRO/DU:30003524
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