Laurence Yansunnu

COMM330

Dr. Styer

March 10th, 2018

The Clarice​:
The Inclusivity Initiative
Abstract:

This paper will be outlining the ways in which The Clarice Smith Performing Arts Center,

located on the University of Maryland campus, will be implementing a new a initiative. With

growing concerns surrounding policies that may be exclusionary to some students, the Clarice

Smith Performing Arts Center seeks to identify the issue, analyze the ways in which this issue can

be resolved, and put a plan in motion. These steps are outlined in this portfolio.

Table of Contents:

1. Client proposal

2. Issue proposal

3. Contextual analysis

4. Persuasive field analysis

5. Primary message

6. Appendix
 Client Proposal: The Clarice Performing Arts Center

The client I have chosen to work for is The Clarice Smith Performing Arts Center at the

University of Maryland-College Park. The Clarice, also known as CSPAC to many students, is

the hub of all things creative. There you can find anything ranging from music and theater to

dance and art. Many events like festivals, plays, and even A Cappella competitions take place in

its various theatres. The Clarice also shares its halls with the Maryland School of Music and The

School of Theatre, Dance and Performance Studies, allowing both students and faculty alike to

make use of the great space and amenities provided. The Michelle Smith Performing Arts

Library is also conveniently located within the building for students who spend the majority of

their time in this area of the Maryland campus.

The Clarice Smith Performing Arts Center serves as a community builder and enhancer

of arts in the University of Maryland campus and surrounding areas. Through programs like the

Artist Partner Program and partnerships with the Maryland-National Capital Park and Planning

Commission, The Clarice gives students and community members an equal opportunity to

partake in the arts. This center is particularly important to me because it is where my student A

Cappella group chooses to hold rehearsals and performances.

With my extensive knowledge of the Clarice, I would be an excellent candidate to speak

on its part concerning various issues, with regard to policies. In my portfolio, I will be taking a

closer look at and addressing previous and current issues this center has faced and how they have

created solutions for these issues. For example, I will take a look into what prompted the creation

of the Artist Partnership Program, a program designed to spread The Clarice’s reach throughout

communities of otherwise unable participants and artists, and what more can be done through
said program. Through the Clarice’s belief in change and empowerment through art, they are

able to offer growth, knowledge, and opportunities to many deserving minds.

Issue Proposal:

The Clarice Smith Performing Arts Center, located on the University of

Maryland-College Park campus, prides itself in its use of partnerships and programs to focus on

inclusivity within the Maryland campus and surrounding areas. The Clarice has sought to help

new/unknown artists, children, and students grow their knowledge of the arts through programs

like Concerts in Close Quarters, DeanTalks, Arte Vivo!, and master classes. The Clarice Smith

has done its best to identify, address, and resolve issued but there is always room for growth. The

issue that I will be focusing on with my client is the lack of inclusivity concerning

Non-Music/Dance majors and their use of The Clarice’s many amenities.

As I began researching about the Clarice, I discovered the many programs they offered in

hopes of reaching all aspects of the community through art programs. As I went through the list

of partnerships, events, concerts, and programs I realized that, although it is advertised on their

website that these programs are targeted towards students as well as community members, I,

myself, had never heard of these programs before this thorough search. I took this information to

my on-campus A Cappella group, made up of all non-music/dance majors, and asked if they had

ever heard of these programs. They all came to the same conclusion I did. It is apparent that

CSPAC does its best in reaching the student body through events held like the NextNow Fest,

hosted every year in its halls, however, many students outside of the School of Music and School

of Dance and Theater don’t know of many of these programs. It is evident that the exposure to
such programs to students from all parts of the campus, would help in the creation of

well-rounded individuals thus fulfilling CSPAC’s mission of growth and change through art.

Now although this is the main issue I would like to focus on, this brings up a lot of other

issues/constraints pertaining to the relationship between students of other majors and The

Clarice. For example, only music-majors/Dance and Theater majors are allowed to swipe into

Dance studios and Music practice rooms for free while students in music/dance organizations

are not allowed to use these amenities without paying a hefty fee. Although it is justifiable that

the rigorous programs of the Music School and Dance School require students to have access to

these rooms at all times, it sends a message to students of other-majors interested in the arts,

music, and dance that their form of art is devalued. This underlying issue could contribute to

other-major students’ lack of connection with CSPAC and its many programs available to them.

Students not majoring in the arts but interested in the arts should be valued and communicated

with just as much as students in the School of Music, Dance, and Theater.

There needs to be a dialogue between CSPAC Staff and management and students with

non-music/dance majors. I will be looking into ways to start a conversation between these two

groups.

Contextual Analysis:

When a college freshman is first creating their schedule, they are advised and also

required to choose courses from different areas of study in order to expose them to different

subjects they may be interested in in the future. It is assumed that this exposure to various

subjects will in turn create a well-rounded individual equipped to take on many tasks in

accordance with their future career paths. There have been a lot of conversations about the
impact of the arts on non-arts majors and how ill-equipped in the arts some non-arts majors feel

when leaving college without having ever being a part of a program dedicated to the arts beyond

required introduction art classes. It is safe to say that skills learned through the arts, like skills

learned through STEM programs, are useful in developing well-rounded and knowledgeable

individuals in our society.

Non-art majors don’t know of the opportunities that are offered and available to them

through CSPAC unless they’re minoring in the arts. This lack of communication needs to be

fixed. Also, non-arts majors who are minoring in the arts but are interested in extracurricular

activities in the arts are seldom represented or cared for within the CSPAC community. I.e.

When a student organizations based in the arts wants to rent a rehearsal room for rehearsals or

meetings, they are expected to pay a hefty amount of rental fees while arts majors can just swipe

themselves in. The excuse created by CSPAC concerning this very issue is that the schools of

performing arts have a very rigorous program in which its students need to have access to these

rooms at all times. Which, in their defense is understandable, but in the defense of students -

most of the amenities they pay for, seem to be unavailable to them due to policies like this. This

rift in understanding between students and directors can cause more hostility than ​feelings of

inclusivity.

it is important that we recognize other issues that play a role in the lack of

communication between these students in our community; Like the fact that students with STEM

(or non-art) majors may not feel valued when entering arts spaces when these spaces could be of

great use to them. Not too long ago, a non-profit organization interested in supporting students

interested in the arts came to Prince George’s county and no student interested in the arts was
made aware of it. I only learned about it while researching for this very essay. This is the lack of

communication that needs to be addressed. It would not be an issue if CSPAC’s very message

wasn’t about inclusivity in hopes of progress through exposure to art.

We will be communicating about these issues and coming up with solutions to these ideas

with a big assumption that most non-arts majors are in fact even remotely interested in the arts.

This could be a task we take on and immediately fail at, but it is worth doing. MilkBoy

ArtHouse, for example, is a project that CSPAC was willing to sponsor and create in order to

create more spaces for students to participate in the arts and there has been news of these events

not being up to par due to lack of interest, or perhaps knowledge. Their assumption there was

that more students would be interested in showcasing their artwork if there was a safe space to

do so. Their issue may not have been lack of interest, but lack of communication and awareness

of this program. To many students, MilkBoy ArtHouse was just a new bar in town, not many had

the knowledge of all the interesting programs/events that would be taking place there. This is

where my idea of creating something to specifically spread awareness of events and

opportunities comes in.

A main idea that I was willing to work through with CSPAC was the notion of a

campaign and/or event targeted towards non-art majors, making them aware of all the

opportunities and programs available to them through CSPAC and partnership programs with the

university of maryland. This, however, becomes a question of funding. Under our new

administration, funding for the National Endowment for the Arts and Humanities is being

threatened. This endowment serves to fund many different programs across the country with

CSPAC included. This could serve as a constraint and could cause changes, and lack of funding
towards new projects like the one being proposed. CSPAC’s good reputation with its programs,

events, and inclusivity, however, is a resource in the sense that when fighting for more support of

new programs, this reputation will be taken into account. While researching I found that, CSPAC

hasn’t been involved in any scandals or lawsuits concerning its many programs, therefore my

client is a very trustworthy investment. Being that this center is also in the heart of the campus

community as well as the PG county community, it is always readily available to serve all who

desire to dip their toes in the arts.

When it comes to audiences, I think there are many different audiences with whom I

would be trying to communicate with. For example, if funding is to become a problem, I would

need to address the state of maryland and/or the National endowment for the arts, along with

President Loh and his board with a proposed budget concerning the events we plan to create. In

that sense, they become a part of our audience. However, when looking at the main exigence

we’re facing, our primary audience would be the board of directors of CSPAC and the “non-arts

major” students alike. Both of these audiences are my agents of change, mainly because ​(a)

CSPAC’s board of directors create the policies that leave non-arts majors feeling ignored and

unwanted within its walls. They would also be responsible for organizing events to create

awareness of their beneficial programs. On the other hand, the University of Maryland’s pool of

“non-arts majors” students who are interested in the arts, would be another audience I would

need to address because ​(b) they are who we would be making these changes for, and in order

for these changes to be effective there needs to be a mutual agreement and almost compliance, if

you will, in this community.

 It is important to understand what is going on economically, politically, and culturally

when addressing issues concerning policies. It would be of detriment to my client to not address

all the factors of our context that could potential have a negative or positive effect on the

decisions we are trying to make. Because of the Clarice Smith Performing Arts Center’s mission

being rooted in both the UMD community and the Prince George county community, it is

inevitable to have to take into account how their actions, or lack thereof, could impact these

communities.

Persuasive Field and Medium Analysis and Bibliography:

The University of Maryland’s Performing Arts Center, The Clarice, is devoted to

inserting the arts and knowledge of the arts into its campus and surrounding community. Due to

its focus on the arts and students majoring in arts programs, there has been a lot of neglect

towards students not majoring in the arts when it comes to awareness of its many programs. The

best way to reach out to students who may not be majoring in the arts but are certainly interested

in them would be through representation of the Clarice at on-campus events, social media, and

inclusive conversations.

The mediums that would be important and most effective for you to reach your prefered

audience would be through mediums used by said audience. For example, social media would

play a huge part in reaching students where they spend most of their down time throughout the

day - online. Apps like Facebook, Twitter, Instagram, and Youtube provide great platforms for

businesses and organizations to reach broad communities of people. With easier access to

students through these apps, comes bigger opportunities for new conversations and innovation

with help from your agents of change themselves. That being said many students do not use
social media primarily to reach organizations but to unwind and disconnect from their real world.

Because of this restraint, many students might not be moved to pay attention to their school’s

social media page concerning programs that might be of interest to them.

This calls for a change in ways of accessing information about The Clarice. While social

media might be a practical way of reaching a certain part of your audience, it is not promising.

From my own experiences, I know that the most efficient way to find out about on-campus

opportunities and programs related to my interests is to go to campus events like First Look Fair

and Stamp Fest. This is another approach we should be working on to further increase presence

and awareness on campus. Having a physical presence at events where those in your audience go

in search of communities, gives you a greater chance of exposure and gain of potential

supporters. Not only is physical presence on campus and at campus events important, but

visibility plays a key role in the exposure you seek to have. For example, it would be extremely

important for the The Clarice board of directors to start this conversation by way of making a

speech addressed to the campus community concerning The Clarice’s mission and goals, then

proceeding to highlight the lack of communication/inclusivity between The Clarice and students

interested in the arts. This would grab the attention of those you seek to include by confirming

and validating their views. Through this speech, the directors and/or staff could present the plan

for CSPAC (The Clarice Smith Performing Arts Center) to be more present on campus through

the use of ideographs like “inclusivity”, “extensive knowledge”, and “well-rounded education”

to set forth a narrative about your mission and goals. This speech would only be the start of a

conversation, with potential appearances on local news outlets, or in meetings with the
University’s President - The Clarice would be seen as an organization willing to do whatever it

takes to spread its good influence and knowledge within the community it is a part of.

With ideographs being a major concept concerning our goals for The Clarice, are two

other concepts that could play a key role in the credibility of our message; They are numbers

and narrative. “One common way to define a policy problem is to measure it.” (Stone, 2002).

This quote rings true even to our circumstances. The best way to quantify the issues that we are

trying to address and resolve is by making use of numbers and data to our advantage. To my

understanding, numbers could be used in many ways like through the use of graphs, surveys, and

any experimental data. That being said, the best way to show students that they are being listened

to is to show findings from research that has been done concerning college students and their

views of the arts and how the arts have affected them (or not affected them) after college. For

example, I read that many students who did not take art classes or get involved with the arts

beyond introduction classes felt that many of their performances in jobs after college weren’t up

to par due to lack of exposure to the arts. Many of the skills that are acquired through the arts,

like through other majors, can be of everyday use in fields you would not think them to be. Now,

this specific case may not be that convincing to students unless brought forth with factual data.

That is where numbers could serve as an advantage and credibility point in our mission to

persuade.

Narrative, like briefly mentioned before, would be most useful in contexts of speeches

given by the heads of The Clarice’s department. The ways in which narrative would be efficient

for us would be through the use of the narrative of stymied progress. For example, when

addressing the issue of lack of communication and inclusivity it would be important to highlight
The Clarice’s primary goals of inclusion and expansion of knowledge and how the programs set

in place were thought to have been satisfactory for quite some time; However, as the years

progressed, the neglect of student’s interests within the campus rose to unimaginable levels.

Thus calling for this urgent need of resolution and action by us. Basically, we were so focused on

improving a certain aspect of our community that we neglected to see our shortcomings in other

areas, but now that we have reevaluated ourselves, “here are the necessary steps we are taking to

improve...” This use of a narrative of flawed progression and immediate desire to fix what’s

wrong with the policies set in place, gives us the power to define our reputation and the

reputation of the Clarice as a respectable one - We are able and willing to highlight our flaws and

work to fix these flaws/exigencies. All of these concepts play a part in how we choose to shape

our message and the medium in which to broadcast this message.

Overall focusing on the mediums the most accessible to college students is in our best

interest when wanting to spread information. That along with catering to the needs, wants, and

values of said students by highlighting our shortcomings concerning their best interest, will aid

in gaining credibility and support within the campus community and surrounding areas.

Primary Message Proposal:

My client’s objective is to create a conference/luncheon event for student organizations

(focused on performing arts), students, and staff of the Clarice Smith Performing Arts Center to

get together and have a conversation. We strive to create an environment where questions

concerning CSPAC policies can be asked and answered by members of the CSPAC staff and

board. Our primary goal is to show CSPAC’s willingness to admit fault and include all voices in

a discussion concerning students with non-art majors, involved in performing arts organizations
on campus. In order to effectively revise, create, and implement policies, the participation of

students is required in this process.

Due to increased technology usage in recent years, most, if not all, students have and use

social media to some extent. This is why in this particular case; a social media campaign is the

most effective way to get the attention needed from the audience we need. The best way to first

get the word out about the conference/luncheon would be through a newsletter of some sort,

informing members of the UMD community about an upcoming conversation that is going to be

taking place. Although this is a good place to start, most students don’t take the time to read

through press releases, so this could be an effective way to get to older students, and other

members of the Maryland faculty interested in the arts. Once a newsletter has been put into the

world, promoting the event through The Clarice’s many social media pages would be the next

step. I would like to make use of posters and flyers by putting up and handing out some in places

like the Stamp Student life office, the libraries, and the halls of most buildings. Generating as

much involvement in these conversations as possible is important to my client. Our goals of

inclusivity can’t be achieved without compromise and conversation.

Our social media campaign could be based on second chances, like the L'Oreal

commercial starring Winona Ryder being based on ‘comebacks’. By emphasizing in our

campaign that the students need to be listened to, and that we are now taking a step back to truly

listen and come up with updated versions of policies - this singles out the audience and brings

their issues to the forefront. Thus, prompting them to want to be a part of said conversation. With

posters, flyers, and increased social media presence, we should be able to effectively garner the

attention of millennials on a college campus.

1. Social Media Posts:

Twitter and Facebook; Start off by posting the flyer from the CSPAC page with a

message like “Have you ever felt like your student organizations wasn’t cared for? Have

you ever felt silenced by CSPAC policies? Do you want to make a change? If so, come

out to [insert name of event] at [insert time and date] for a chance to make a change.”

For Twitter​, coming up with a trendy hashtag (like #UMDJoinTheConversation)

to not only have a thread for the event but to create a community based around the

event, would bring more attention to it.

Could ask followers to share a concern regarding policies along with the

hashtag, so their thoughts could be discussed at said luncheon.

For Facebook​, a series of videos with student actors (or real students concerned)

saying variations of the “Have you ever felt left behind, when..” tweets. In these

videos there would be information concerning the event, and prompting students

to join in on the conversation

On both of these social medias we would make sure to include that at the end of

these discussions, we will come to a consensus on certain prevailing issues

concerning the CSPAC policies. This is to ensure that change takes place, and that

CSPAC walks the walk. On both of these, as well as ​Instagram​, I would do a

countdown to the event date with pictures of the CSPAC board directors/ CSPAC

student staff setting up for the event or holding meetings in their offices and more.

2. Poster/Flyering:
 A month before the actual event takes place, we will start debuting the posters around

popular areas on campus. For example, Stamp, Mckeldin, Tawes, ESJ, South and North

campus diner, and especially CSPAC.

Two weeks before the actual event we will then begin enlisting the help of

CSPAC staff consisting of students, to act as our ambassadors through flyering on

campus.

3. A Sponsored/Paid advertisement on the radio:

Student Testimonials Script:

HOST: ​You are now listening to “Is This Thing On?” on WMUC Radio College Park, welcome

back! This is your host Dj Lo, and not the president ..haaa. Anyway, so like I mentioned last

week, I’m doing a new segment where I interview a couple of umd students about issues

concerning them on this campus and I then focus on said issue for the episode! So for this

episode, throughout my interview process I actually got an overwhelming amount of complaints

about CSPAC’s policies, let’s listen up to some of these right now -

STUDENT 1: “Journalism majors have access to recording studios, dance majors have access to

dance studios, music students have access to practice rooms. I could go on.. As a (an) ____

major I don’t really get to have access to anything except the internet, and even then it’s not

something I can count on - it’s just not realistic.”

STUDENT 2: “Because of my major’s rigorous requirements, I don’t have enough room in my

schedule before I graduate to double major or even minor in Music Performance. But music is
something I love doing. I just don’t think the performing arts center really cares about students

like me.”

STUDENT 3: “I’m majoring in finance, I have a passion for dance. I’m actually in one of

UMD’s dance groups _____, we practice every tuesday and thursday. Finding time to practice is

one thing, finding a room to practice in is another. I thought The Clarice center was for the

performing arts, but apparently access to the arts is only accessible to certain members of our

campus community.”

STUDENT 4: “I’m actually in one of umd’s sketch comedy groups. Most of us aren’t majoring

in the performing arts but we love acting and improvising. We usually need huge spaces to

practice for upcoming shows but can never get access to anything. What’s up with that?”

HOST: I don’t know what’s going on over there at CSPAC but it looks like they’ve got some

‘Splaining to do, I’m just saying if you or someone you know - seem to have the same opinions

as some of these students, maybe you should do something about it, reach out to CSPAC, write

letters ... I don’t know, make your voice be heard!

Sponsored Ad:

Okay, enough about Kanye’s declining state of wellbeing. Here’s a word from our sponsors...

​“Are you interested in the arts? Have you ever wanted to take part in an arts program but didn’t

know what programs were available? Have you ever felt ignored by the arts community at
UMD? Come out THIS Friday September 7th to The Clarice’s first ever ARTS FAIR. Get the

chance to speak with CSPAC board of directors face to face, about policies they have set in

place! Have a bone to pick with them? Well pick it at this year’s ARTS FAIR!

There will be food, drinks, and tables filled with performing arts student organizations waiting to

meet YOU! Oh and did we mention food? Make sure you DON’T miss out on a chance to watch

UMD’s Premier Co-ed a cappella group faux paz, along with UMD’s Dhoom and UMDynamics

perform on one stage! Be there or be square!”

Appendix A.
Appendix B.

Appendix C.
Appendix D.

Appendix E.
Appendix F.
Appendix G.
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ml

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