THE USE OF ART IN INTERNATIONAL COMMUNICATION: A CASE STUDY

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Band 20, Heft 1, S. 221-229

Abstract

A study to evaluate the effectivenss of an art exhibit sent as a good-will gesture by the Japanese Gov to the US in 1953. 800 interviews were conducted with a cross-section of exhibit viewers in Seattle, Chicago, & Boston. Heavy publicity in Seattle led to high attendance of persons motivated by publicity build-up & community pressure rather than by interest in art &/or Japan. The % of visitors who liked the exhibit was lowest in Seattle; highest in Boston, where a small selective audience attended. 'Enjoyment of the exhibit' was crucial in determining att's toward Japanese artists & people. Study confirms findings of earlier opinion res in point to greatest 'effectiveness' with best-informed viewers, while persons who came without some previous knowledge most often said they 'learned nothing' from viewing the exhibit. AA.