CHAPTER II. THE UNITED STATES - 5
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Explore Cultural Institutions
Americans still proudly proclaim that New York is the epicenter of global culture. In New York, you'll find numerous iconic cultural institutions, many of which are renowned worldwide. These include the Lincoln Cultural Center, the Metropolitan Museum of Fine Arts, the New York Public Library, and the New York Museum of Fine Arts. The New York Philharmonic and New York University also contribute to the city's rich cultural tapestry. Visiting these esteemed institutions provides a glimpse into the depth of American culture and the dynamic and effective approach to cultural activities that have earned America its global recognition.
New York University
Our first stop and a recurring one during our visit was New York University. Like many institutions in New York, the university is housed in a towering, multi-story building. Pre-registered guests undergo a streamlined check-in process at the security desk. The room where we were received by our American counterparts had a somewhat dated architectural style, lacking aesthetic finesse. However, the warmth and professionalism of our hosts left a positive impression from the outset. Alongside representatives from the FORD Foundation, the university had assigned two female professors, Professor Branwi and Professor Sandra Lang, to welcome us.
Dean Martin Sulman, from the Faculty of Business Administration, delivered a presentation on topics related to arts management, cultural sponsorship organizations in New York, and our delegation's itinerary in the city. He emphasized that every place we were scheduled to visit and collaborate with was eager to extend a hand in friendship and to foster global relationships. The professor stressed the importance of drawing inspiration from New York's cultural activities rather than simply replicating them, as the initial step is to conceive fresh ideas, not merely rely on established practices.
I was particularly intrigued by New York University due to its arts management programs offered at both the undergraduate and postgraduate levels, encompassing three areas: Performing Arts Management, Fine Arts Management, and Physical Arts Management (Music). This comprehensive model for training cultural and arts managers from a university level or higher is notably absent in Vietnam. The FORD Foundation's documentation on New York University attests to its significance:
"Since 1978, the Fine Arts Management program has stood as an independent entity and was the pioneering program in the United States to focus exclusively on opportunities in the fine arts, both within and beyond museums and art galleries. Acknowledging the cultural and economic impact of fine arts on national and international scales, this program cultivates managers capable of adapting to the ever-evolving demands of the field. Modern art institutions and galleries are now embracing notions of educational and social responsibility, with fine arts organizations engaging in activities such as preserving traditional values, sponsoring exhibitions, and fostering creative art initiatives, both within and outside their organizational structures. The realms of art exhibitions, auction houses, and independent consultants are also increasingly shaping the arts landscape. As institutions and companies increasingly turn to the arts to pursue community goals and aspirations, arts management assumes a crucial role in bolstering societal education and shaping cultural values. This program underscores the importance of striking a balance between a comprehensive grasp of the arts, their underlying ideas, the forces influencing them, and the development of keen management, marketing, and financial acumen. It entails a deep dive into traditional media while simultaneously considering new media and technologies that can propel fine arts institutions into the 21st century. The program also places a strong emphasis on bridging theory and practice. It initially guides students toward the non-profit sector of the fine arts industry, while also offering a commercial focus for those interested in the for-profit market, catering to roles such as brokers, art gallery directors, consultants, and auction house professionals.
Also in existence as a separate program since 1978, the performing arts management program equips present and future managers of performing arts organizations in the United States and abroad. The curriculum encompasses specialized courses and projects in arts management, arts development, performing arts marketing, arts law, statistics, market courses, commerce, economics, accounting, behavioral science, and marketing. The school also conducts periodic seminars for students pursuing master's programs to enhance their skills in arts management. An integral part of the program is a mandatory internship with esteemed arts managers. In recent years, despite modest stipends, students have gained practical experience under the guidance of directors from renowned art institutions such as Carnegie Hall, the Shakespeare Festival, the Brokin Conservatory of Music, the Manhattan Theater Club, and the National Endowment for the Arts. Furthermore, visiting lecturers and experts in this field frequently participate in forums organized by the school."
Professors from New York University also elaborated on the institution's collaborations with other educational entities to train arts managers. They underscored that, in the United States, arts management is considered a profession requiring fundamental education, not only at an introductory level but also at an advanced level. The Master's program in arts management is a result of collaboration between the strongest departments at Carnegie Mellon University, including the College of Fine Arts (CFA) and the School of Public Policy and Management. This program immerses students in the real operational environment of arts organizations, with a core belief that administrative functions should align with the raison d'être of these organizations. The program also emphasizes the perpetual focus on training to meet the demands and aspirations of artists. To produce well-rounded managers, it offers highly specialized and analytical courses, essential for leadership roles in community and non-profit organizations. The Master of Arts in Arts Management program is flexible, enabling students to specialize in areas of personal interest through mandatory and elective courses, internships, and support programs. The entirety of arts management education draws heavily from practical experience. Case studies, based on widely debated issues within arts organizations, serve as the foundation for classroom analysis and discussion. Between their first and second years, students are required to complete a summer internship, providing them with an opportunity to apply management skills acquired during their initial year. During their second year, many students, in addition to classroom studies, participate in field-specific support programs related to their chosen careers. Upon graduation, students are equipped with the decision-making prowess and problem-solving ability required to tackle challenges and capitalize on opportunities in their careers. For those with prior work experience, the Master of Arts in Arts Management program prepares them for elevated managerial positions in the arts. Regardless of whether students are entering the program with or without work experience, they can anticipate demanding yet rewarding experiences that will enable them to contribute to shaping the future artistic community. While it is a singular institution, the program has a nationwide presence, known and engaged through seminars and with the assistance of an Advisory Committee composed of leading arts administrators nationwide. Faculty members also actively serve on regional, national, and international boards and commissions, including the National Arts Council and the Association of Arts and Cultural Administrators International, and the Pennsylvania Arts Council. The university frequently hosts visiting lecturers from around the country to enrich the curriculum. Special connections between New York University's College of Fine Arts and the arts industry provide Master of Arts in Arts Management students with opportunities for involvement in national and international artistic endeavors. The program also serves as an invaluable information network for students seeking internships, stable employment, and mentoring from peers and industry professionals.
I realize that training art managers is a new thing for our country. We have not really cared about training managers, but only interested in creating people who specialize in culture, art, or politicians. The required courses of the College of Fine Arts have the essential content for art managers that we need to refer to, including: Principles of Art Management, Art Marketing, Fundraising for Artists Arts managers, Human resource management for the arts, Law and the arts, Performing arts management or Fine arts management, Applied economic analysis, Methods drawn from policy practice and state management, Financial analysis, Management information systems, Management in a multicultural society, Professional speaking skills, Professional writing skills, System synthesis. In addition, there are also optional courses that are preferred by students: Arts in Society, Budgeting and Executive Management, Management Science, Marketing, Multi-Media, Negotiation, Politics Books and Politics, Seminars in professional practice... Just looking at the top of the subjects, it is also a vast sea of knowledge and methods that are still far from the training of cultural cadres in our country.
Through the introduction of professors at the University of New York, we learned about a rather special organization in the US, which is the Association of Arts Administration Educators (AAAE), an international organization working not for profit in the US. The mission of the Association is to organize college, undergraduate and graduate training programs in arts administration, including training in the management of fine arts, performing arts, literature, journalism, and management. management of cultural and artistic service organizations. Founded in 1975, the Association was established to provide an informational forum among its members and to support formal training and high standards of education for art curators. Furthermore, the Association encourages its members to pursue, publish, conduct and publish research on arts management and administration to enhance understanding of arts management issues in various fields. study and work. Recognizing arts management as a profession is a growing trend recently. The association believes that higher education remains the right way to meet these and present and future demands of the arts. Arts institutions can join the Association with undergraduate programs in arts administration. Entities interested in organizing similar programs, individuals for professional reasons, interests, ideals or other reasons, if they so desire, can also join the association with the Association and Share the work of this organization. The association organizes an annual conference for members, students, art curators, and anyone interested in the development of the field. The 2001 conference was held in Brisbane, Australia. The Association's Art Management Research and Training Guide is published to bring together talented students interested in art management and arts organizations. The Association of Arts Administration Educators is governed by a board of directors consisting of full-member department heads or their designees, operating in accordance with established bylaws. This Executive Board shall be elected to the annual meeting by majority vote of the full members. Officers are appointed by the Board of Directors.
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