‘Diversity’ - a buzz word we all are guilty of using in the arts. A buzz word, dare I say it, that we over-use. All of us. Don’t deny it, I’m right and you know I am. And we use it for good reason. ‘Diversity’ is splashed across funding bid application forms, mission statements, on websites and in press releases. We use it because we all want to achieve it – we all want to appeal to as diverse an audience as possible, because if we don’t, we’ll falter.
No matter what type of arts organisation we are, we must keep attracting new visitors. We cannot rely on one homogeneous audience to keep coming through the doors every day, purchasing the tickets / postcards / seminars / branded cuddly toy, because they won’t; revenues will dry up and the Finance Director will be on us like a ton of bricks. And with good reason.
We’re no different to other arts organisations when it comes to developing ideas on ‘diversity’ at the Jewish Museum. At the moment, 90% of school visits to the Museum are from non-Jewish communities, and this is really central to our remit of engaging with young people of all backgrounds and faiths; to explore Jewish culture, heritage and faith as part of the wider story of Britain. Ignorance isn’t bliss, and if young people have a better understanding of the different cultures that exist in their communities from an early age, they are more likely to appreciate and love the multicultural society they both live in and contribute to.
But whilst we attract a high percentage of non-Jewish schoolchildren, we can’t yet boast of such ‘diverse’ figures from our other visitors. The Jewish Museum still attracts a predominantly Jewish audience. Not exactly a surprise – the name does sort of give it away – but we’re also painfully aware that we need to start attracting, dare I say it, an even more diverse audience. Yes, I said it, guilty as charged. Through our extensive programming, events and temporary exhibitions, we’re looking to expand our appeal beyond the traditional, albeit very welcome and loved, audiences from Jewish communities. This is a long-term strategy and a really interesting one that I’m looking forward to getting stuck into, but in the meantime, I shall be using (over using) the term ‘diversity’ just like everyone else.
Jessica Hope is PR Manager at the Jewish Museum.