Communicating an arts foundation’s values: sights, sounds and social media

Abstract

Purpose

The purpose of this paper is to test and refine the long-established signal transmission model of the communication process by examining the ways in which a newly formed nonprofit arts foundation communicated its professed values to its stakeholders.

Design/methodology/approach

The study uses a mixed method case study approach. Interviews with key informants and observations of the foundation’s webpages enabled the identification of the professed values of the arts foundation. Next, a questionnaire survey established whether these values had been successfully decoded by stakeholders and identified the channels via which the values-related signals had been received.

Findings

The transmission model was found to be relevant as a model. However, to improve its fit within a nonprofit arts context, a modification to the model is suggested which highlights the importance of multi-sensory channels, the importance of context and the increasingly important role of the stakeholder.

Research limitations/implications

This study is a small-scale case study, although its mixed methods help to ensure validity.

Practical implications

The findings will help nonprofit arts organisations to decide how to best communicate their values to their stakeholders.

Social implications

The improved communications model will contribute to the enabling of organisations to uphold and transmit their values and thus improve society’s overall quality of life.

Originality/value

Literature which provides in-depth examination of the communication of values within a nonprofit arts context via a range of channels, including traditional, online and multi-sensory, is sparse. The opportunity to study a newly formed nonprofit arts organisation is also rare. The results of this study provide valuable evidence that even in today’s social media-rich world, people, sounds, sights and material objects in physical space still have a vital role to play in the communication of values.

Citation

Wilks, L. (2016), "Communicating an arts foundation’s values: sights, sounds and social media", Arts and the Market, Vol. 6 No. 2, pp. 206-223. https://doi.org/10.1108/AAM-08-2015-0014