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Julia Jordan — Gender Parity — A “nice writer-girl from Minnesota”

June 24th, 2011 No comments

This talk was very emotional and, yes, I admit it, choked me up.  Jordan came at the talk from a very emotional place and it was affecting.  I have given two eulogies in my life for grandparents (Ruth Hayes and Frank Warden) and I wrote from a very personal and emotional place and Jordan’s talk hit me right in the same place, so I was quite affected by it.

Watch live streaming video from newplay at livestream.com

The story that Jordan tells is of her incredibly strong-willed, strong-spirited grandmother (Mary) whose strength clearly resonates in Jordan.  Jordan’s tale is unfortunately not that unique, as she admits.  My grandmother, Ruth Warden–not Ruth Hayes–grew up on a farm in the great depression and had 10 siblings.  She worked tirelessly herself on farms, in canning factories, and scrubbing floors, and finally as a nurse.  She was a strong woman whose work ethic and practicality make me blush like the girl I am compared with her.  My wife, Kirsten, can tell similar stories of her grandmother.  The early part of the 20th century produced strong women, and men, the likes of which we don’t find too often anymore in our age of entitlement.  I don’t think I ever heard Ruth Warden, my “Meme,” once say the word “owe” as in, “he…she…they… owe me.”  Or “I deserve.”  Whether she thought it or not, I do not know.  But by all signs I would say that she did not.  She simply did what needed to be done.  This, too, is the tale told by Jordan of her grandmother.

The point, and focus, therefore, being as it is on strong women, is that there is an imbalance in the number of women playwrights being produced, especially given the number of women playwrights working, and Jordan sought answers to the “why” of this.  As well, she worked with several other playwrights, including Martha Norman, to establish the Lilly Awards, named after Lillian Hellman, to recognized women in theater.  And yet, as Jordan points out, after all her grandmother went through in her life, the idea that she is complaining that her theater career is not as it should be seems somewhat frivolous.

Jordan notes that was in looking with a friend at the list of plays that were being produced in the upcoming year, and noting that there were less women on that list than the usual “one in five slots to which we were accustomed” that she finally decided to do something.  Jordan says that she firmly believes that if the “production rate had stayed above the 17-20% mark that she would have kept her mouth shut.”

Jordan then listed the common arguments to which she was exposed and to which she often listened:

  • That established writers are overwhelmingly male;
  • That male artistic directors were just more drawn to male works;
  • That male writers write more dramatically, while females write more poetically;
  • That drama is more commercial that flowery and poetic script;
  • That things will get better in the future when there are more women artistic directors;

The problem for Jordan was that she had been hearing those arguments for years: since she was a student, and now, no longer a student but a teacher at Columbia, and things still had not changed.  Jordan then looked at her 2001 NYSCA report which noted that 17% of productions were by women playwrights and then Jordan examined the TCG list of top ten plays (she refers to it as “most often produced plays”) and noted numbers here, where are unclear to me–17% of first productions and then double that the next year? 34%?  For clarification as to the significance of this discovery, Jordan called her date to her senior year high-school valentine dance, which was Freakonomics author Steven Levitt.  While Levitt told her that she really hadn’t discovered definitive proof of bias in the American theater, as Jordan suggested, he encouraged her to find someone who had a statistical bent to look at the issue more closely.  In the mean time, as she googled about on the subject of bias in the arts, she discovered the study Orchestrating Impartiality by Claudia Goldin and Cecilia Rouse; which found that when orchestra performers auditioned behind screens (blind auditions) the representation of women and minorities in orchestras vastly improved.  So, Jordan found Cecilia and met with her: Emily Sans was guided toward the project as her thesis.  She did three studies:

  • Supply (are women present in the same numbers as men?)
    • 30% of submissions are women (artistic directors reporting)
    • Doolee/TCG — 30% representation
    • Tough, because it doesn’t match up with women’s experience.
    • Hard also because of the reality, which is making a living as a playwright is hard. Jordan notes that as hard as it is for men to juggle responsibilities and playwriting, it’s harder for women and the attrition rate is higher–less supply.
  • Audit study
    • 4 scripts read by various artistic directors
    • Reported, variously, as authored by men or women
    • No bias on subject of excellence with regard to the sex of the individual playwright
    • However, Sans did find that women respondents regarding the plays believed there would be:
      • Fewer tickets sold
      • More negative reviews
      • Top talent would be harder to attract
      • Artistic directors would not want to produce
      • Would not fit with the theater’s mission
    • That is, if the script was “penned” by a male, it was not viewed as having these challenges.
    • Sans found bias — “A really interesting kind” — “self-fulfilling prophesy” or “women in theater are just reporting honestly what they see and know to be true”.
  • Broadway Study
    • 10 years of Broadway plays
    • Throughout outliers
    • Judged plays against plays, musicals against musicals, and one-person shows against one-person shows.
    • Shows by women made on average 18% more money, but were subject to shorter runs than shows by men.  This was the strongest evidence of bias in economic terms, because, of course, why would investors willingly cut short runs of plays that are making more money?
    • The only way that there is a problem with the study’s judgment is if each show by a woman cost 18% more to mount than did a show by a man.  But, as Jordan pointed out, on average plays produced by women are produced in smaller spaces and have smaller cast sizes than plays by men.

Jordan then goes on to note that women dominate theater in high school and college.  In writing departments their numbers are similar to those of men at the graduate level. Agents rep around 50/50. Theaters state that 30% of scripts are submitted by women, and in turn that theater produce 20% of those scripts.  “That’s what happens to female writers: attrition.”  Jordan then casts the argument and findings in terms of race to highlight the discrepancy and “merit” considerations.

Per my comment above with regard to my Meme, Jordan’s grandmother never complained or bemoaned what had happen to her.  And she won’t complain about her own position.  But all things being equal in any conditions and circumstances, men will do better than women in terms of making a living in the theater, or Jordan suggests, any art: except the orchestra: which holds its auditions behind screens to ensure that the race and gender of the applicant is hidden.
While Jordan notes that the fact that only 1 in 5 women playwrights get produced is a small problem in a small context that many people don’t care about.  But she notes, as given the story and history of her grandmother, that the problem isn’t just in theater: it’s bigger than that and reflects the whole of our society.  Further, Jordan encourages that if it’s our small problem in our small area than it is ours to fix.  And that by fixing it, and putting the stories of more women on the stages “we will help in the best way we can to re-define in the audience’s mind: who, and what women have always been, are, and can be.”

TCG Conference — Douglas McLennan

June 16th, 2011 No comments

Theatre Communication Group

Just jumped in on the last half or two-thirds of the keynote at the Theater Communication Group conference in LA: The Community Formerly Known as the Audience, given by Douglas McLennan, Editor of artsjournal.com/diacritical.

It was some pretty encouraging stuff to hear, see. I would say provocative, and maybe perhaps to some people it is just that, but I have been hearing some of the ideas far too much lately and not just from conferences. That is, I just attended the Dramatist Guild conference at George Mason, and some of the same persons were there as are now at TCG. While I heard some of these ideas at DG, many of the “provocative” notions that I am hearing from McLennan I have heard voiced from peer playwrights and, having recently gotten a certificate in nonprofit management at Case, ideas that I have heard expressed in many of the nonprofit classes (read, “marketing” and “fundraising”).

One of the more interesting ideas I came in on was when McLennan was speaking about a “Ladder of incentive if you interact with us.” Us being the theater. That is, the traditional nonprofit model is that there is a ladder of incentives if you donate to the organization—which can culminate in board membership or some “truly meaningful” (organizationally speaking) relationship with the theater. But in this case, McLennan was talking about finding ways to incentivize the patrons who most participate.

The point McLennan makes is: who do you value more, the person who gives you $1,000; or the person who buys $1,000 worth of tickets, sees all your shows, and brings their friends? If you know anything about fundraising, you damn well better value the latter person more than the former (unless they’re the same person).

McLennan comments, what if the Seattle Mariners call you up and say, “you bought a ticket on such-and-such a date, and your ticket only pays for 40% of our operating budget, would you like to donate to our organization?” McLennan notes that most people would laugh. So, he posits, why is it okay for theaters and other arts organizations to do the same?

Again, I just got a certificate of nonprofit management from Case, so I understand that nonprofit organizations are charitable organizations, that they exist to provide services that are of community benefit or toward a community purpose, but may not be services that are supported at the levels necessary by each community member/individual. For instance, clean air. Everyone values clean air; i.e., no one wants to breathe soot and smog and crap and die young. But who wants to pay for it? You? Your neighbor? The guy/gal down the block? Trying to get individuals to pay for clean air would be nearly impossible; but, get a nonprofit to advocate on behalf of healthy society, to monitor the government, EPA, etc., can achieve the goal of clean air. In this way, nonprofits are also an indirect way for the federal government to incentivize certain positive behaviors. This is one way to view arts organizations. Important, yes. Does everyone want to pay for them? Not really. Where am I going with this? To McLennan’s point. Why are there so many goddam nonprofit theaters? Why can’t theaters make a profit? Why is Broadway the only way? Why can’t we engage audiences in such a way as to bring them in and demonstrate the power of theater? Get them to participate with us? Why is “let’s pretend” encouraged when we’re children, but killed in us as adults? How can theaters tap into the new trends of engagement in our society, in the form of online participation? Perhaps a more brutal way of putting it: do we really so de-value ourselves that we believe that people won’t pay for what we offer?

McLennan put up a chart demonstrating his thinking on how arts organizations work: a hierarchy or pyramid where the institution is up top, artists are down a bit to the left, and the community is farther down to the right. That is, the theater as an organization sits as an arbiter over both the artists and the community. McLennan thinks, instead the model should be one of service on the part of the organization: artists <--> institution <--> community. The institutions connects both artist and community and works on behalf of both. It does not work as a filter or a parental figure, a regulator.

McLennan asserts that the most potent currency today is visibility. Your or your organization’s ability to get out in front of the community. The key, of course, is how you achieve this; how do you find a way to get in front of your audience and those who you would like to be your audience. McLennan asserts that not only do you have to find a way to engage your audience once they leave your building, but get them to engage each other about your organization. As McLennan pointed out, 78% of people trust peer recommendations of a product, whereas 14% trust advertising.

McLennan showed a television ad for the Australian chamber orchestra, the focus or meaning of which is that the purpose of the orchestra was to provide the audience with a great experience — hair blowing, knee grabbing, eye opening – that is, the “experience of the music”. And, further, that the “experience is not complete unless the audience has the ability to share it.”

Someone tweets in a question such as, ‘then why aren’t these people attending talkbacks’? – to which McLennan notes that the word itself is problematic. And if you think about it, he’s right. What does a parent say to their teen? “Don’t you talk back to me.” A “talk back” is not a conversation; this is an inherent problem in the nature of the dialog—or lack thereof. McLennan posits that “institutions have control of the relationship and they want to own it…that they are afraid to release that control.” McLennan thinks that theaters want a “perfect” product, and to get that product they have become too controlling. He posits that a better option is to give up control to gain influence: that it is “more powerful to be in the center of a community having a conversation; than being up on a stage preaching.”

McLennan recommended TED — Chris Anderson — crowd accelerated innovation and mentioned Clay Shirky — algorithmic authority; reputational capital; community capital.

The key, for McLennan, is to “incentivize your audience because they’re getting something out of it and you’re getting something out of it.” That there needs to be engagement and sharing and involvement. As examples, McLennan mentioned Netflix, which held a programming competition; Dragon Naturally Speaking, which enhances its product through its users , and Doritos, which found its best advertising by getting its eaters to create the advertisements during the SuperBowl.

Websites: ushahidi, indianapolis museum of art website, art babble. McLennan stresses the need for organizations to “shape your aesthetic.” That, for instance, your website needs to be not a brochure but split into two important goals: the first is the essential 411: ticketing, performances, info; and then there is the second: what McLennan calls “the daily you”: dynamic community, visibility, artists, institution, community, promote your artist who are out working in the community.

For instance, I have tried to get convergence to use its blog to share the elements that go into a production: director decisions, actor choices, character development, lighting and design discussions, also more dramaturgic stuff about a play. Additionally, for a while Lucy Bredeson-Smith was running a calendar on which company members could share what they’re up to in the community. McLennan asserts that this is a great idea. This is a great way to engage your audiences, not just for the organization, but to expand the reach of the organization into the community by demonstrating the reach and participation of your company in the community.

Other comments: that we are experiencing a “revolution in communication with our audiences in the arts world.” How are we going to interact with them? Our conversation right now is asynchronous, rather than two-sided, which has implications for the arts.

Escalation of expectation; paradox of choice; Barry Schwartz; the secret to happiness is low expectations

You can tweet or find tweets on TCG at #tcg2011; and you can hit live streams of the conference at http://www.livestream.com/tcgconference. There was a great moment where someone tweeted McLennan that his shoe was untied; he hadn’t noticed until he looked at his iPhone. Classic.

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