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Changing perceptions : marketing south eastern Australian aboriginal art

conference contribution
posted on 2005-01-01, 00:00 authored by Ruth Rentschler, M Cardamone, E Manahan
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 percent 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. 1 Thus changing public perceptions is crucial to marketing South Eastern Aboriginal art. The primary task of this paper 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.

History

Title of proceedings

At the threshold : challenges and developments in social, sport and arts marketing. Proceedings of the 2nd Australasian Nonprofit and Social Marketing Conference

Event

Australasian Nonprofit and Social Marketing Conference (2nd : 2005 : Melbourne, Vic.)

Pagination

1 - 7

Publisher

Bowater School of Management, Deakin University

Location

Melbourne, Vic.

Place of publication

Geelong, Vic.

Start date

2005-09-22

End date

2005-09-23

ISBN-13

9781741560183

ISBN-10

1741560187

Indigenous content

This research output may contain the names and images of Aboriginal and Torres Strait Islander people now deceased. We apologise for any distress that may occur.

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2005, Deakin University, Bowater School of Management

Editor/Contributor(s)

R Rentschler, J Hall

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