American Sabor Latinos in U.S. Popular Music · Latinos express their historical experiences...
Transcript of American Sabor Latinos in U.S. Popular Music · Latinos express their historical experiences...
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A Study of Visitors to
American Sabor
Latinos in U.S. Popular Music
An Exhibition by the
Smithsonian Latino Center at the
International Gallery of the
S. Dillon Ripley Center
February 2012
Smithsonian Institution Office of Policy and Analysis
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Preface
AmericanSabor:LatinosinU.S.PopularMusic,anexhibitionorganizedbytheEMPMuseuminSeattleandtheUniversityofWashington,wasopenedbytheSmithsonianLatinoCenter(SLC)attheInternationalGalleryoftheS.DillonRipleyCenterinOctober2011.VisitorstotheexhibitionwerepresentedwithinnovationsandcontributionsofHispanicmusiciansandofferedthechancetoexperiencesomeoftherichnessofLatinosoundsthroughinteractiveelements.
ItwasonceagainapleasuretohavetheopportunitytoconductastudyfortheSLC.IwouldliketothanktheCenter’sDirector,EduardoDiaz,andExhibitionsandPublicProgramsDirector,RanaldWoodaman,foraskingtheOfficeofPolicyandAnalysis(OP&A)toundertakethestudy.IalsowishtoacknowledgeRanald’scontributionstotheadministrationofthesurvey.AdditionalthanksgotoOP&AstaffLanceCostellowhodesignedthequestionnaire,analyzedthedata,andwrotethefinalreport.
CaroleM.P.NevesDirectorSmithsonianOfficeofPolicyandAnalysis
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Contents
Preface...........................................................................................................................................................................2
Background.................................................................................................................................................................4
Methodology...............................................................................................................................................................4
Findings........................................................................................................................................................................5
Ratings...................................................................................................................................................................5
Experiences..........................................................................................................................................................6
VisitorCharacteristics.....................................................................................................................................7
InterestsinInteractiveExhibitsandRegionalLatinoStories.......................................................7
SmithsonianLatinoCenter............................................................................................................................8
Demographics.....................................................................................................................................................8
Discussion.................................................................................................................................................................10
AppendixA.SurveyQuestionnaireforAmericanSabor:LatinosinU.S.PopularMusic..........11
AppendixB.ResponseFrequenciesforAmericanSabor:LatinosinU.S.PopularMusic.........12
Charts
Chart1:VisitorRatingsforAmericanSabor................................................................................................5
Chart2:SatisfyingExperiences..........................................................................................................................6
Chart3:HowVisitorsFoundOutAboutAmericanSabor.......................................................................7
Chart4:InterestsinInteractiveExhibitsandRegionalLatinoStories.............................................8
Chart5:AgebyGeneration..................................................................................................................................9
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Background
TheSmithsonianLatinoCenter(SLC)exhibitedAmericanSabor:LatinosinU.S.PopularMusic(AmericanSabor)attheSmithsonianInternationalGalleryfromJuly11throughOctober9,2011.The5,000‐square‐footexhibitionwascreatedbytheEMPMuseuminSeattleinpartnershipwiththeUniversityofWashingtonandcontained100artifactsincludingcostumesandmusicians'instruments;45interviewswithLatinomusicians;interactiveelements,includingkeyboardsandamixingboard;andadancefloorwherevisitorscouldmovetotheirfavoriteLatinrhythms.
ThebilingualexhibitionfocusedonfivecentersofLatinopopularmusicinAmerica:NewYorkCity,LosAngeles,Miami,SanAntonio,andSanFrancisco;tracedthemessuchastheeffectsofmigrationandimmigrationonLatinoandpopularmusic;examinedwaysthatLatinosexpresstheirhistoricalexperiencesthroughmusic;andlookedathowmusicalinnovationscrossethnicandracialboundaries.
SLCrequestedthattheSmithsonian’sOfficeofPolicyandAnalysis(OP&A)conductavisitorstudyofAmericanSabor:LatinosinU.S.PopularMusic.OfparticularinteresttotheCenterwaspublicreactiontotheexhibitandcharacteristicsofthevisitorsitattracted.
Methodology
Inconductingthisexhibitionstudy,thestudyteamsurveyedasampleofvisitorsexitingtheexhibition.Visitorscompleted111self‐administeredsurveyquestionnaires,witharesponserateof91percent.FrequenciesofresponsestothequestionsonthesurveyareprovidedinAppendixA.
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Findings
Ratings
VisitorswereaskedtoratetheiroverallexperiencesinAmericanSaboronafive‐pointscalethathasbeenappliedbyOP&AacrossSmithsonianexhibitions:poor,fair,good,excellent,andsuperior.Ingeneral,visitorswhoarebasicallysatisfiedwiththeirvisittendtomarkexcellent.Visitorswhohavecriticismswithanexhibitiontendtoselectoneofthelowerthreecategories—poor,fair,orgood.Thosewhohaveverypositiveresponsestendtomarksuperior.
JustoverhalfofvisitorstoAmericanSaborratedtheirexperiencesintheexhibitionasexcellent(53%).Aboutoneinfourvisitorsratedtheirexperiencelower(good,22%;fair,2%;poor,0%)andanequalpercentageratedithigher(superior,24%).TheseratingsareclosetotheSmithsonianaverageandsimilartotheratingsofSouthernIdentity,anSLCexhibitionondisplayattheInternationalGalleryoftheRipleyCenterfromOctober2010throughJanuary2011.1
Chart 1: Visitor Ratings for American Sabor
1 Due to sample sizes, the margin of error for both American Sabor and Southern Identity was ±10%.
28%
35%
22%
47%
50%
53%
20%
14%
24%
0% 20% 40% 60% 80% 100%
Smithsonian Average
Southern Identity
American Sabor
Poor Fair Good Excellent Superior
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Experiences
VisitorswereofferedalistofsevenpossibleexperiencesandaskedtoselecttheonesthattheyfoundespeciallysatisfyinginAmericanSabor.Onaverage,visitorsmarkedthreeexperiences.
Thetwomostcommonlycitedsatisfyingexperiences—eachselectedbymorethanthreeinfivevisitors—werelearningexperiences:enrichingmyunderstanding(66%)andgaininginformation(62%).Thesewerefollowedbyapersonalconnectionexperience,recallingmemories(54%).Thethirdtierofexperienceswascomprisedofasecondpersonalconnectionexperience,connectingwiththeemotionalexperiencesofothers(43%)andanobjectexperience,seeingrare,valuable,oruncommonthings(41%).Leastlikelytobeselectedwereasecondobjectexperience,beingmovedbybeauty(28%)andanintrospectiveexperiencereflectingonthemeaningofwhatIsaw(27%).
Chart 2: Satisfying Experiences
Ofthesevenexperiences,twohadstatisticallysignificantcorrelationswithratings.NearlyhalfofvisitorswhomarkedreflectingonthemeaningofwhatIsawratedtheexhibitionsuperior(48%vs.15%ofthosewhodidnotmark)andmorethantwoinfivevisitorswhomarkedseeingrare,valuable,oruncommonthingsratedtheexhibitionsuperior(43%vs.11%ofthosewhodidnotmark).
27%
28%
41%
43%
54%
62%
66%
0% 20% 40% 60% 80% 100%
Reflecting on the meaning of what I saw
Being moved by beauty
Seeing rare, valuable, or uncommon things
Connecting with the emotional experiences of others
Recalling memories
Gaining information
Enriching my understanding
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Visitor Characteristics
NearlythreeinfourvisitorsweremakingarepeatvisittotheSmithsonian(repeatvisitors,72%)andslightlylessthanhalfwerevisitingspecificallytoseeAmericanSabor(exhibition‐specificvisitors,47%).Repeatvisitorsweremorelikelytobeexhibition‐specificvisitors(55%vs.28%offirsttimevisitors)andmorelikelytoratetheiroverallexperiencesasExcellentorSuperior(85%vs.54%offirsttimevisitors).
Visitorswerealsoaskedhowtheyfoundoutabouttheexhibition.Themostcommonresponse,selectedbyalmosthalfofrespondents,wasvisitingtheSmithsonian(46%).Threeintenvisitorsfoundoutfromfriends/family/colleagues(29%).Fewervisitorsselectedtheremainingoptions:advertisement(8%),website(5%),newspaperarticle/review(3%),andSmithsonianLatinoCenterTwitteraccount(0%).Oneinsixvisitorsnotedtheirsourceasother(16%).
Chart 3: How Visitors Found Out About American Sabor
Interests in Interactive Exhibits and Regional Latino Stories
Amajorityofvisitorsmarkedthattheywereveryinterestedininteractiveexhibits(72%),andthattheywereveryinterestedinregionalLatinostories(66%).Exhibition‐specificvisitorsweremorelikelytobeveryinterestedininteractiveexhibits(91%vs.57%ofothervisitors)andveryinterestedinregionalLatinostories(81%vs.52%ofothervisitors).
16%
0%
3%
5%
8%
29%
46%
0% 20% 40% 60% 80% 100%
Other
Smithsonian Latino Center Twitter account
Newspaper article/review
Website
Advertisement
Friends/Family/Colleagues
Visiting the Smithsonian today
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Chart 4: Interests in Interactive Exhibits and Regional Latino Stories
Smithsonian Latino Center
AboutoneinthreevisitorsknewthattherewasaSmithsonianLatinoCenterbeforethisvisit(28%).Twoinfivefoundoutduringthisvisit(39%)andoneinthreelearnedabouttheCenterwhenIreadthisquestion(33%).Exhibition‐specificandrepeatvisitorsweremorelikelytoknowabouttheSmithsonianLatinoCenterbeforetheirvisitsthanlearnaboutitduringtheirvisitsorwhenreadingthequestion(45%vs.11%ofgeneralvisitorsand37%vs.7%offirst‐timevisitors,respectively).Likewise,visitorswhofoundoutabouttheexhibitionfromfriends/family/colleaguesweremorelikelytoknowaboutSLCbeforetheirvisits(50%vs.19%ofvisitorswhofoundoutfromanothersource).
MorethanthreeinfourvisitorswoulddefinitelyvisitanotherSmithsonianLatinoCenterexhibitioniftheywereinWashingtonduringthenextyear(76%)andmostoftherestmight(21%).Onlytwopercentrespondedthattheywouldnot.
Demographics
Age:Theaverageageofrespondentswas43andthemedianagewas45.Dividingtherespondentsbygeneration:1%wereoftheGIgeneration(bornbefore1925);5%,Silentgeneration(born1925‐1945);19%,LeadingBoomers(born1946‐1955);14%,TrailingBoomers(born1956‐1964);38%,GenerationX(born1965‐1981);21%,GenerationY(born1982‐1998);and2%,GenerationZ(DigitalNatives,bornafter1995).
72
66
26
32
0% 20% 40% 60% 80% 100%
Interest in interactive exhibits
Interest in regional Latino stories
Very Somewhat Not at all
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Chart 5: Age by Generation
Sex:Nearlyequalnumbersofwomen(51%)andmen(49%)attendedtheexhibition.
Group composition:Aboutthreeinfourrespondentswerevisitingwithatleastoneotheradult(73%).Roughlyoneinfivewerevisitingalone(19%)andoneintenwerewithatleastonechildundertheageofeighteen(11%).
Latino:Justovertwoinfivevisitorsself‐identifiedasbeingofHispanicorLatinoorigin(42%).
Race:Visitorswerealsoaskedtoidentifytherace(orraces)theyconsideredthemselvestobe.Slightlyfewerthanthreeinfourvisitorsselectedwhite(71%)andslightlymorethanoneinfourselectedAfricanAmerican/Black(28%).Fewervisitorsself‐identifiedasAsian(8%);NativeHawaiian/PacificIslander(4%);orAmericanIndian/NativeAlaskan(3%).
Residence:JustunderhalfofrespondentswerelocalvisitorsfromtheWashingtonD.C.metropolitanarea(47%);aboutoneineightwerevisitingfromanothercountry(12%).Theremainingtwo‐fifths(41%)camefromelsewhereintheU.S.Notably,localvisitorsweremorelikelytobeexhibitionspecificvisitors(67%comparedto30%ofnon‐locals).
Generation Z (Digital
Natives), 2%
Generation Y, 21%
Generation X, 38%
Trailing Boom, 14%
Leading Boom, 19%
Silent, 5%GI, 1%
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Discussion
ThedatasuggestthatvisitorsweresatisfiedwithAmericanSabor,ratingtheiroverallexperiencesclosetotheSmithsonianaverage.Twoexperiencesweresignificantlycorrelatedwithvisitorsatisfaction:reflectingonthemeaningofwhatIsawandseeingrare,valuable,oruncommonthings.VisitorswhoselectedeitheroftheseexperiencesweremorelikelytoratetheiroverallexperiencesintheexhibitionasSuperior.Morecommonly,however,visitorsweresatisfiedwiththelearningexperiencesofferedbyAmericanSabor.Themostcommonlycitedespeciallysatisfyingexperienceswereenrichingmyunderstandingandgaininginformation.
ConsistentwithapreviousstudyofSLC’sSouthernIdentityexhibition,morevisitorsmadetheirvisitsspecificallytoseeAmericanSabor(47%)thanknewabouttheSmithsonianLatinoCenterbeforetheirvisits(28%).Inotherwords,priortotheirvisits,morevisitorsknewabouttheexhibitionthanwhowashostingit.Halfofvisitorswhofoundoutabouttheexhibitionfromfriends/family/colleagueswereunawareoftheSLCuntilvisitingAmericanSaborortakingthesurvey.ThissuggeststhatwordofmouthpublicityforexhibitionsdoesnotnecessarilycarrywithitpromotionoftheCenter.
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Appendix A. Survey Questionnaire for
American Sabor: Latinos in U.S. Popular Music
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Appendix B. Response Frequencies for
American Sabor: Latinos in U.S. Popular Music
IsthisyourfirstvisittotheSmithsonian?72% No28% Yes
Pleaserateyouroverallexperienceinthisexhibition,AmericanSabor:0% Poor2% Fair22% Good53% Excellent24% Superior
Whichexperiencesdidyoufindespeciallysatisfyinginthisexhibition?[Markoneormore.]
28% Beingmovedbybeauty43% Connectingwiththeemotionalexperiencesofothers66% Enrichingmyunderstanding62% Gaininginformation54% Recallingmemories27% ReflectingonthemeaningofwhatIsaw41% Seeingrare,valuable,oruncommonthings
DidyoucometotheSmithsoniantodayspecificallytoseethisexhibition?53% No47% Yes
Howdidyoufindoutaboutthisexhibition?[Markoneormore]46% VisitingtheSmithsoniantoday29% Friends/Family/Colleagues8% Advertisement3% Newspaperarticle/review0% SmithsonianLatinoCenterTwitteraccount5% Website(Whichone:________________)16% Other:_________________________
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WhendidyoufirstfindoutthatthereisaSmithsonianLatinoCenter?28% Beforethisvisit39% Duringthisvisit33% WhenIreadthisQuestion
IfyouwereinWashingtoninthenextyear,wouldyouvisitanotherSmithsonianLatinoCenterexhibition?
2% No21% Imight76% Yesdefinitely
Howinterestedareyouin......interactiveexhibits?
2% Notatall26% Somewhat72% Very
...regionalLatinostories?3% Notatall32% Somewhat66% Very
Areyoumaleorfemale?51% Female49% Male
Whatisyourage?43 Average(Mean)45 Median
1% GI(Bornbefore1925)5% Silent(Born1925‐1945)19% LeadingBoom(Born1946‐1955)14% TrailingBoom(Born1956‐1964)38% GenerationX(Born1965‐1981)21% GenerationY(Born1982‐1995)2% GenerationZ(DigitalNatives)(Bornafter1995)
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Withwhomareyouvisiting?[Markoneormore]19% Iamalone73% Otheradult(s)11% Child(ren)under18
DoyouliveintheUnitedStatesoranothercountry?90% UnitedStates,ZipCode:10% Anothercountry,specify:
Whatracedoyouconsideryourselftobe?[Markoneormore]28% AfricanAmerican/Black3% AmericanIndian/NativeAlaskan8% Asian(Chinese,Indian,Japanese,etc.)4% NativeHawaiian/PacificIslander71% White
AreyouofHispanicorLatinoorigin?58% No42% Yes