Author: Ruder, William

Publication Year: 1970

Media Type: Book

Summary:

Abstract:

The arts and the quality of life are now in their emergent state as the next area. They have been clearly identified, first as a privilege - and have now emerged onto a much broader base. We are witnessing the quantum jump of this trend into the right rather than the privilege category. It has started with the acceleration of the rate of change in our society. This will not take the 50 or 60 years that education took - nor will it take the 20 or 30 years that health and human dignity is taking. It will very probably take only 10 years.

These seem to me to be the trends in which we are caught up. When, as a public relations man, I view the corporate participation in the arts, I see it developing along the three same channels that mark the basic trends. I see the corporation learning how to use an involvement and sponsorship of art as a communications technique. The corporation has also learned to support art as a method of improving the quality of life in our society. I also note the corporate role in recognizing the movement of the arts from a privilege to a right. Let me briefly examine each of these three kinds of involvements.

Arts & Intersections:

Categories: Private Sector