Museums and cultural diversity in Australia Lynda Kelly, Head of Audience Research

Trends: 1901 23% OS born 1947 10% OS born 1994 23% OS born 2004 24% OS born: majority non-English speaking countries 19% of Sydney residents speak language other than English at home: Arabic & Cantonese Australia’s population

Trends:

1901 23% OS born

1947 10% OS born

1994 23% OS born

2004 24% OS born:

majority non-English speaking countries

19% of Sydney residents speak language other than English at home:

Arabic & Cantonese

Aust Council/Powerhouse Museum 1996 study: interested in gaining better understanding of Australian society, with focus on Indigenous decision not based on income, education & previous experience with museums barriers included cost, distance, language, lack of interest & awareness Background

Aust Council/Powerhouse Museum 1996 study:

interested in gaining better understanding of Australian society, with focus on Indigenous

decision not based on income, education & previous experience with museums

barriers included cost, distance, language, lack of interest & awareness

Funded by Australian Museum, Sydney and National Museum of Australia, Canberra Understand CALD groups in the community and potential for museums Provide better services: increase new and repeat visitation 2007 study aims

Funded by Australian Museum, Sydney and National Museum of Australia, Canberra

Understand CALD groups in the community and potential for museums

Provide better services:

increase new and repeat visitation

Mixed-method Workshop with CALD staff Literature review, trend analysis: ABS, survey data from both museums Identify sample: Chinese, Maori, Indian, Arabic/Lebanese Conducted in language where necessary Research approach

Mixed-method

Workshop with CALD staff

Literature review, trend analysis:

ABS, survey data from both museums

Identify sample:

Chinese, Maori, Indian, Arabic/Lebanese

Conducted in language where necessary

Intensive research with smaller numbers of participants Onsite observations/in-depth interviews Stakeholder consultations Sydney My Lifestyle and Leisure Journal : detailed individual case studies where museums fit Research method

Intensive research with smaller numbers of participants

Onsite observations/in-depth interviews

Stakeholder consultations Sydney

My Lifestyle and Leisure Journal :

detailed individual case studies

where museums fit

Overseas born population concentrated in SW Sydney, Western Sydney and inner-suburbs Those born in New Zealand spread across Sydney Those born in mainland China spread across Sydney Those born in India concentrated in Parramatta, Blacktown and Hornsby LGAs Those born in Lebanon concentrated in SW Sydney

Maori community family-oriented large multi-generational groups strong cultural focus and pride sports mad – especially the rugby! Indian community education-focussed culturally active strongly religious Some initial findings (1)

Maori community

family-oriented

large multi-generational groups

strong cultural focus and pride

sports mad – especially the rugby!

Indian community

education-focussed

culturally active

strongly religious

Arabic community: family-oriented large groups gathering outdoors not museum-focussed Chinese community education-focussed smaller family groups language barriers strongly traditional gender roles Some initial findings (2)

Arabic community:

family-oriented

large groups gathering outdoors

not museum-focussed

Chinese community

education-focussed

smaller family groups

language barriers

strongly traditional gender roles

Outside of paid work and family responsibilities Relaxing, stress-free, letting hair down, replenish, renew Driven by personal preferences and tastes Seasonal Not enough of it! What leisure means

Outside of paid work and family responsibilities

Relaxing, stress-free, letting hair down, replenish, renew

Driven by personal preferences and tastes

Seasonal

Not enough of it!

Mostly they don’t… Canberra noticeably more cultural activity compared with Sydney Perception depended on personal taste and previous exposure: both in Australia and home country Where do museums fit?

Mostly they don’t…

Canberra noticeably more cultural activity compared with Sydney

Perception depended on personal taste and previous exposure:

both in Australia and home country

Not for them Perceived as boring Location and cost (for Sydney) Not a priority: too much else to do Barriers

Not for them

Perceived as boring

Location and cost (for Sydney)

Not a priority:

too much else to do

Maori community Exhibitions catered to multi-generational groups, including children Relationships: meaningful involvement with museum Indian community Make links with education Exhibitions of art and religion Opportunities (1)

Maori community

Exhibitions catered to multi-generational groups, including children

Relationships: meaningful involvement with museum

Indian community

Make links with education

Exhibitions of art and religion

Arabic community: Potentially hardest to reach Focus on children through school visits Chinese community Education-focussed for the family Address access issues: language and cost Place to learn/develop English skills Opportunities (2)

Arabic community:

Potentially hardest to reach

Focus on children through school visits

Chinese community

Education-focussed for the family

Address access issues: language and cost

Place to learn/develop English skills

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