Analysis of the MCA Website
This paper is an analysis of the Museum of Contemporary Arts’ website. It tackles the primary purpose of the website and the communication techniques utilized in order to serve its objective. Furthermore, it also discussed how the website meets its purpose and caters to the needs of its audiences.
MCA is committed to bringing contemporary arts accessible to everyone. It offers its audiences a variety of exhibitions and collections of contemporary art forms. Aside from this, it also provides educational programs and lectures on exhibitions. Indeed the wide array of activities and services catered by the museum requires a tremendous amount of advertising and communication campaign.
The success of a business or any organization is dependent on effective communication. Without communication, no product can be brought or sold or services dispensed. It is what makes our system of commerce alive and the inefficiency to communicate effectively may cause the failure of industries. For the businesses, the capacity to become known by the target audience lies on the ability to instruct, to persuade and to market a product (, 1987).
According to (1987), ‘Successful persuasion is not a matter of chance, but of careful planning based on recognition of how receivers process information”. There are various forms of mass media tools that can serve as an effective tool in disseminating information. One of these is through online advertising. Unlike outdoor advertising, it is a more convenient venue for promotional purposes and covers an even wider range of audience.
A Web site is widely used in different industries today. It serves as a starting point to try another way of advertising to potential customers. Sites are constantly updated and improved to accommodate and attract visitors. This in effect brings the customers an enjoyable experience and a closer relationship ( 2000, ).
Primarily, the MCA website was created as an informational and promotional media tool for the museum and as a means for advertising. It diffuses substantial information about the museum that is aimed at persuading the target audience to participate on their exhibits and other services that they offer.
Moreover, the need to identify the target audience for the website is a relevant factor to achieving these objectives. The MCA’s website is directed to everybody with the keen interest to contemporary arts. Students, professionals and art enthusiasts are the primary audiences targeted. The secondary audience is the general public who may access or visit the website for personal or leisurely activities.
Upon the identification of the purpose of the website and to whom it is directed, the next great consideration is the information that would supply the needs of the viewers. Under this premise, the MCA website includes significant amount of information that one may need to know about the museum. The website is categorized according to the services it offers. This kind of presentation makes it easier and convenient for the visitor to search a specific aspect or service that he intends to know about the museum.
According to , the most important part of the website is the homepage. This is because it is the one page that all visitors can view that can ruin the chances of achieving the objectives of the site. By this, the home page should include the necessary elements to attract the visitor and generate an inquiry or sale. The MCA home page includes basic information such as the contact details, events and exhibitions, schedules that may be navigated by the visitor.
Other information provided for in the site includes a brief presentation of the museum’s history which consists of its mission-vision goal. This feeds the first time viewers with information about the historical background of the museum. With this, the viewer could easily distinguish the purpose of museum and readily gives them insights about it.
Furthermore, a complete listing of its services is delivered in on other pages. Complete information on current and upcoming events is written in the site and so one who may wish to experience an exhibit will be well guided with the schedule, the location of the museum, accessible parking and even a road map to easily locate the venue.
Also enlisted in the site are the other services offered by MCA such as educational programs from primary to tertiary. Students who wish to enroll in workshops or programs such this are guided with a course description which they may be interested in. Aside from the educational services it offers, the MCA is also a place for leisure and fun. It has a venue for different occasions such as corporate dinners, cocktail parties and the like. It also has online stores that feature different work of arts and books that can be purchased. Each item includes the price and a brief description about the artist.
Valuable information such as the ones stated brings convenience to the people and therefore draw them to the museum. Each category is presented comprehensively with the relevant information associated to them. The thematic presentation makes the details well organized and easier to track. The inclusion of images contributes in reinforcing the promotions and descriptions. They enhance the beauty of the museum and add appeal to it. The idea of employing various colors also catches attention. As one navigates the site, he could easily distinguish one category from another because of the textual color of each. The color preference can distract the visitor as much as it can attract them. In this sense, the MCA website employed a good choice that goes well with the images displayed. Lastly, the lay-out is carried out well and the textual information is readable to the viewers. This gives the visitor more convenience while comprehending and interpreting the messages. A bad lay-out that may look cluttered may draw the visitor away and thus losing your chances of acquiring sales or promotion.
Aside from these factors stated, another important attribute of the website is its organization’s reputation. In any online community, trust is a very important factor considered by the audience. Hence a good reputation of the organization that is being promoted and advertised helps greatly in generating audiences. The MCA for one holds the reputation of being the only museum in Australia that exhibits contemporary arts from around the country and around the world as well. It promotes itself as an organization that advocates and adheres to art forms and ideas. This kind of image exhibited by MCA gives the audiences a positive outlook towards the organization. Consequently, this adds to the reliability of the products and services being offered.
Likewise the understanding of the consumers towards technology influences their interpretations and decisions in patronizing a service. In this age of technology, greater means to bring about convenience are offered to the consumers. The online services for example are widely used by civilized societies. As more and more people are exposed to it, the possibility of success is rapidly increasing. Transactions by firms and businesses are made easy with the use of advancements in technology. Consumers are making use of this advantage to look for services they need. The effectiveness of website is irrefutable in this manner.
The large order of change that overwhelms our societies can cause consumer to be radically redefined by intelligent agents. The onset of technology in mass media also affects museums. Nowadays, potential museum-goers and lovers of art seldom go to the museum. Rather than being bombarded with too much information, they resort to using online resources. Museums are considered as centers of research, experience and publication. But with the advent of internet that gives access to online libraries, they are beginning to lose their very purpose. To cope with this trend, museums are adapting technology. Instead of going through voluminous information, databases are provided for at a command (, 1999).
The apparent impact of technology is radically changing museum experiences. Museum communities are now open with the potentiality of networked information. Institutions in the museum community utilize the new tools to collaborate and improve their services. While they may be places of leisure for public, dining and merchandising alternatives, it should adhere to its educational mandates. A collective potential is needed to harness to better equip themselves in serving their educational purpose. Soon as they harness the collective potential through new technologies, the better equipped they will be in serving educational purposes (, 1999).
Thus, the MCA with its effort of attracting a wider range of audience through its online advertising is a good means for informational and promotional purposes. This proves the various possibilities that technology and specifically the website can offer in terms of catering to the needs of their viewers.
References
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