Summative Evaluation Punkulture Exhibition
The Museum hosted an exhibition called Punkulture from 28 June to 10 August,1997. This page summarises the exhibition evaluation results.
A visitor survey was conducted throughout the duration of the Punkulture exhibition. A total of 246 visitors, randomly selected, were surveyed. Of these, 55% were male and 41% female (3% gender not recorded).
Results have been matched back to the total audience sample where relevant (the total audience sample being an amalgam of all visitor surveys conducted since 1990). Results have also been further broken down by groups (age, social group, prior visits to Museum, Art gallery visitors) and by questions particularly where significant differences exist between groups . These breakdowns were initially discussed with the Project Team and others.
Percentages do not always add to 100 due to rounding errors and some multiple response categories. This document summarises significant results.
- 42% increase in visitor numbers over the same period last year
- out of the four level 2 temporary exhibitions on at the same time Punkulture was the most popular
- Punkulture attracted mainly adults (91%) compared to children (9%)
- no significant differences in where respondents live compared to total audience sample - most were from the Sydney area
- significantly less families visited Punkulture than the total audience sample
- significantly more friends group visited Punkulture than the total audience sample
- significantly more 14-24 year olds and 25-34 year olds visited Punkulture than the total audience sample
- significantly less 35-49 year olds and 50+ visited Punkulture than the total audience sample
- significantly more walked to the Museum (24%) than the total audience sample (10%)
- significantly less travelled by car (24%) than the total audience sample (34%)
- 53% of rail travellers were aged 14-24 years
- no significant differences in when visited compared to total audience sample
- significantly more Art Gallery visitors visited Punkulture than Gargantuans
- significantly more Australian Museum visitors went to Taronga Zoo in January 1997 than July 1997
Interest in visiting
- majority of visitors came specially to see Punkulture because of the subject matter
- significantly more visitors came specially to see Punkulture compared to the total audience sample
- significantly more 14-24 and 25-34 year olds came specially to see Punkulture compared to 35-49 year olds
- significantly more 35-49 years olds visited because of the subject matter than other age groups
- 65% of respondents did not expect this type of exhibition at the Museum because: it did not fit with the Museum’s usual content; it was not in the Museum’s style; the exhibition was expected at the Art Gallery, MCA or Powerhouse; the Museum usually catered to children
- 25% did expect it because: the subject matter fitted within culture/people/anthropology; the Museum covers a broad range of subject areas; the punk movement was an important part of social history
Promotion and Advertising
- significantly more had heard about the exhibition prior to visiting than the total audience sample
- significantly more had heard about the exhibition through paid print advertising than the total audience sample - this is accounted for by the specialist media advertising in On The Street and Drum Media as 29% of respondents had heard this way
- significantly more 14-24 year olds found out through specialist media (On The Street, Drum Media)
- more 25-34 year olds found out through television reports than other age groups
- significantly more 35-49 year olds found out through the Sydney Morning Herald (SMH) advertisement in Metro
- recent visitors used the SMH advertisement, whereas lapsed visitors found out through specialist media and television reports (this matches well with similar conclusions from the Gargantuans survey)
- significantly more visitors outside of Sydney found out through word of mouth than any other group and less via the SMH advertisement
Art Gallery Visitors
- were 25-34 year olds and visited with friends
- had heard about Punkulture and came specially to see it because of the subject matter
- had heard through specialist print media and/or the SMH advertisement
Parts of the exhibition that particularly interested visitors or caught their attention: There were 77 responses to this question (31% of sample) which have been categorised as follows:
- objects (30%) - clothing, memorabilia, 1977 issue of Melody Maker, Original records and posters.
- photographs (26%) - Photos of original bands, Photos of unique moments.
- the music and/or bands (12%) - Sex Pistols, Police, Iggy Pop.
- the exhibition generally (9%) - Liked presentation, Liked the layout.
- audio-visual component (8%) - Johnny Rotten footage, TV displays.
- local content (6%) - Posters of local scene, History of Sydney music.
- rest were made up of general content, nostalgia, punk poet and all
General Comments: 141 respondents chose to make a general comment (57%) categorised as follows:
- general comment about the Museum (28%) - Liked permanent displays, Museum is very different now.
- general positive comment about the exhibition (20%) - Loved it - would move in if I could, Wonderful - hope the curator get heaps of respect.
- comment about the content (17%) - there should have been more or that things were left out, more Australian material
- general negative comment about the exhibition (13%) - Presentation poor - lighting etc, hated the frames, Gimmicky presentation.
- general negative comment (9%) - Didn’t like it, Overcrowded.
- general positive comment about the exhibition (9%) - Artistic standard great - qualities excellent, Put together very well.
Dr Lynda Kelly , Manager Online, Editing and Audience Research