Essay Analysis

        These are the instructions for your individual essay (subject to revision for clarity). The original due date was November 15, 2020, but you may have until November 29, 2020 to complete this assignment if you would like. You will write between 1500-2000 words for the main body of the essay. In addition, you will provide a bibliography which must include at least three scholarly sources used in your analysis of the sector, the organization and/or the program, product or service you’re analysing. The essay may refer to and/or will include other sources of information, including your team’s one-page SWOT summary, your Data Collection forms, your empathy maps, the signed waivers you collected from your interviewees, as well as videos, news items or industry reports that you refer to in your essay. You will also attach four appendices (see below). Structure of the essay: I recommend using the following structure for your descriptive or expository essay but you are free to adapt this to fit your own approach. **Note: The ACM Librarian, Paulina Rousseau, will run a workshop on November 10 to review how to find scholarly articles in the U of T library (online) and also to review how to use APA or Chicago formatting guidelines. The workshop will take place and be recorded on Zoom, with a link to the recording provided in the course quercus after November 10. Part One of the essay: • Introduction: summarize what you will do in the paper. Even though it comes first in the essay, you will write this introduction last! (100-150 words) • Write a brief description of the organization you are analysing (200 words) including two or three highlights that are relevant to the product, program or service you’re analysing; use intext citations to identify the sources of your information, based on your group’s SWOT analysis. o As part of understanding how to analyse arts and media organizations (whether these are for-profit, non-profit or hybrid), you have already conducted a SWOT in your small group (using publicly available online material and academic or industry reports available through the U of T library). You have identified the strengths and weaknesses of one arts or media organization’s market(s), unique value proposition, channels (distribution), general customer relationships, revenue streams, resources, activities and cost-structures (cost-driven vs added-value-driven), in your small group. You have also (or are about to) present(ed) these elements in your team’s SWOT video. This information helps to provide the foundation for your essay and can be drawn on to write the description of your organization. Don’t forget to cite the sources in your essay that were used for the SWOT in your bibliography! • Write a brief description and highlights of the product, service or program that you are analysing for your essay, including why you are interested in it (about 100 words) • Write a brief description of an imaginary scenario related to the product, service or program that you are analyzing (about 150 words). Sample scenarios might look something like this: o EX. 1: Your media company is launching a new series on Netflix that they hope will attract an inter-generational audience. It is the story of many generations of one family living under one roof in Scarborough, Ontario, and reflects the concerns, misunderstandings and joys of grandparents who are immigrants; parents who work too many hours as professionals; and children who are secondary and post-secondary UTSC VPAA10 2020 Individual Essay Instructions November 2, 2020 REVISED 2 students. Friends, neighbours and relatives—not to mention world events— complicate things for all the generations, whether they’re in Scarborough or on the other side of the world. In your scenario, answer questions such as: § What would attract someone to watch this series? § What is the promotional strategy required to attract the attention of someone who might be interested in the series? § Where will people watch this series? § In what ways will they use social media to discuss it? o EX. 2: The Gates Foundation is researching whether and how the arts can help with improving mental health during global pandemics such as COVID-19. So far, they have conducted one preliminary study in the U.S.A., and are now interested in conducting another study in Scarborough, Ontario, at UTSC. In your scenario, answer questions such as: § What would attract someone to participate in this study? § What are the promotional and marketing strategies needed to convince people in the neighbourhood (especially university students) to participate? § Where will the study take place (online? In person?) § In what ways will social media be used to promote the study? • Find and summarize three scholarly references that examine something similar to the products, services or programs that you’re interested in, or that looks at the kind of organization that you’re studying, or that says something about the broader field of arts, culture and media that you think will help you to better understand something about the product or program or service you’re describing (about 250 words). You can use class readings if you wish, except for the excerpts from Five Good Ideas; make sure they’re scholarly references and not simply news items. Part Two of the Essay: Data Collection & Analysis • Gather some original research using the Data Collection Form provided. Point form notes (handwritten or typed) are fine. You will gather this information by going through a journey mapping exercise yourself (either in the live sessions on October 27 or November 3 or by using the recording of the live session on November 3 as a reference). You will then conduct a similar journey mapping exercise with three friends or family members using a separate form for each participant. Before you do this, please use the draft email below and adapt it for your own purposes so that you can email your three friends or family to ask them to participate in the interview and journey mapping process. Please make sure to have them sign the waiver below before or during the interviews. Once you have completed your four interviews, save the four forms as a PDF to attach as an appendix to the essay. (Note: do not report the names of the people you have spoken to; please mask their identities as well as your own by calling them “Participant 1”; “Participant 2”, etc. This includes you.) Save the four signed waivers as a PDF and include these as another appendix to the essay; these signed waivers will identify who the participants were but will not identify what they answered during your data collection interview. Notice that the information you are gathering is NOT about your product, program or service. The information is much more general than that. • Analysis 1: Based on the information you gathered in your Data Collection Forms, you will develop an empathy map for at least one participant (about 100 words per interviewee). See the sample empathy map below. Empathy maps answer questions about what someone UTSC VPAA10 2020 Individual Essay Instructions November 2, 2020 REVISED 3 “thinks & feels; sees; says & does; hears” and what their “pain” points, “joy” points, and general experiences and expectations are. To generate your empathy map, you can simply fill in point-form answers right on your version of this empathy map for your participant(s). From: Osterwalder, A. & Pigneur, Y. (2010). Business Model Generation. Hoboken: John Wiley & Sons, p. 130. • Analysis 2: In the body of the essay, summarize the information gathered on your Data Collection Form for yourself and at least three others (about 500 words). I recommend using the following questions to help you with undertake this analysis; these questions were developed in consultation with the Laboratory for Artistic Intelligence: • How many research participants did you do this exercise with? Please summarize their demographic information by participant. • In general, for you, how did the different responses compare? • What similarities or patterns did you notice between the participant responses? • Were there any differences between them? If yes, what were those differences? • Do you have any other interesting observations to add? • Analysis 3: Then, make the link between your analysis of the data collection you have done in this Part of the essay and your description of the program, product or service that you examined in Part 1 of the essay (100-200 words). To do this, imagine whether and why one or more of the participants you surveyed might be interested in the product, service or program you described in Part One of the essay. Don’t identify the person by name, just by Participant number. • Conclusion (about 100 words) including any new questions that arose during your analysis. In addition to the content above (a total of about 1500-2000 words), you will add your: • Bibliography • Appendices: o One-page SWOT summary from your group project, revised as needed for this paper o Revised recruitment email (as you used it to reach out to your friends and family) o Up to four Data Collection Forms (one per participant), filled in by you and the anonymized participants, assembled as one PDF attached to the paper UTSC VPAA10 2020 Individual Essay Instructions November 2, 2020 REVISED 4 o Signed waivers from yourself and your three participants in the Data Collection (journey-mapping) exercise, assembled as one PDF attached to the paper Resources for data collection and essay writing: Journey mapping exercises on October 27 & November 3, 2020 During the live sessions on Tuesday, October 27 and November 3, Helen Yung and Ali Pourmand will pilot (October 27) and then conduct a demonstration (November 3) of the form we have developed together, that you will use to collect information (including journey maps) from yourself and three other people (friends or family over 18). The Data Collection Form is attached to these instructions. The core question that they are investigating is to understand what kinds of cultural and aesthetic activities people are involved in during COVID times. The Bb Collaborate sessions will be recorded and uploaded to quercus as usual, so that all students can review the process. All of us in the live session on November 3 will go through the mapping exercise in breakout groups to respond to the questions on the form. That means that those who attend November 3 will already have completed one of their forms. How to write an essay: For more information on how to write an essay, see the resources provided in the library and through the Writing Centre (don’t forget that Paulina Rousseau will run a workshop on November 10 reviewing how to search for articles and how to use formatting guidelines in your essay): https://guides.library.utoronto.ca/citing https://utsc.utoronto.ca/twc/ For more options and resources about essay structures and citation guides, you can also look through the resources found at Purdue Owl: https://owl.purdue.edu/owl/research_and_citation/resources.html Draft recruitment email (please revise to suit your purposes and include the revision as an appendix): As part of my VPAA10 course: Introduction to Arts and Media Management, I have been learning how to analyse arts and media organizations (including for-profit, non-profit or hybrid). In my small group of five people, I have conducted an analysis of ______________ [arts or media organization] to identify its market(s), unique value proposition, distribution channels, revenue streams, resources, activities and cost-structures. I now need to research specific customer relationships by developing customer and client personas and mapping a few customer or client pain points, joy points, and general audience experiences and expectations. I have gone through the questions involved in this exercise myself, and would like to invite you to participate, as a friend or family member who shares interests in arts and media. The information I collect will not be identified by your name or by our relationship. I will then incorporate my final version of my results in my own individual essay about the organization. All the information gathered will be kept in confidence and destroyed at the end of the course (December 2020). I’d really appreciate it if you could spend 15-20 minutes with me to be involved in a conversation for this project. UTSC VPAA10 2020 Individual Essay Instructions November 2, 2020 REVISED 5 Waiver for participants to sign (revise and complete and sign one for each participant including yourself): As part of my VPAA10 course: Introduction to Arts and Media Management, I have been learning how to analyse arts and media organizations (including for-profit, non-profit or hybrid). In my small group of five people, I have conducted an analysis of ______________ [arts or media organization] to identify its market(s), unique value proposition, distribution channels, revenue streams, resources, activities and coststructures. I am now researching specific customer relationships by developing customer and client personas and mapping a few customer or client pain points, joy points, and general audience experiences and expectations. I have gone through the questions involved in this exercise myself, and invite you to participate, as a friend or family member who shares interests in arts and media. The information I collect will not be identified by your name or by our relationship and will be used for course discussions and in my individual essay. If you give your permission below, the summary of the information I collect and use in my essay may also be anonymously aggregated with others in the class project and provided to Helen Yung of the Laboratory for Artistic Intelligence (https://artisticintelligence.com/) as part of an examination of the cultural and aesthetic needs of the general public in COVID times. If you have any concerns about the project or your rights as a participant, please feel free to contact my course instructor, Dr. MaryElizabeth Luka ([email protected]), and/or the Research Oversight and Compliance Office – Human Research Ethics Program at [email protected] or 416-946-3273. It will take about 15-20 minutes to go through the journey-mapping questions with me. We will have a phone or online conversation. I may record the conversation, only so that I can refer to it for accuracy afterwards. All the information gathered will be kept in confidence and destroyed at the end of the course (December 2020). I will interview three people in total, and my classmates are also interviewing three people each. There should be no foreseeable risks, harms or inconveniences to you. You may find that you discover something valuable about your own likes and dislikes. Your participation is voluntary; i.e. you can decline to participate, or withdraw at any time, or decline to answer any question or participate in any part of the discussion, all without negative consequences. There is no compensation for participation. Once you have answered the questions, I will anonymize and combine your responses with my other results to develop a combined “persona” (a description of key demographics as a customer or client) and compare these to that of my classmates, at which point, I won’t be able to separate out your information from that of the others in the study. The University of Toronto research ethics office may have confidential access to the data collected to help ensure participant protection procedures are followed in this study.