The Language of Cultural Policy Advocacy: Leadership, Message, and Rhetorical Style Dissertation Presented in Partial Fulfillments of the Requirements for the Degree Doctor of Philosophy in the Graduate School of The Ohio State University By Brea M. Heidelberg, M.A. Graduate Program in Arts Administration, Education and Policy The Ohio State University 2013 Dissertation Committee: Margaret J. Wyszomirski, Advisor Wayne P. Lawson Gerald Kosicki Copyright by Brea Heidelberg 2013 Abstract Since the creation of the NEA in 1965, arts advocates have had an established venue, at the federal level, to advocate for favorable policy incomes, usually in the form of continued or increased public arts funding. Engaging in advocacy as part of a larger policymaking process requires actors inside and outside of government to employ various methods of persuasion. My dissertation explores some of these methods, particularly rhetorical techniques as a way to investigate policy change management. I employ theories from political science, public policy, and rhetoric to analyze advocacy arguments employed by NEA chairs. To conduct the study, I constructed a theoretical lens that provides a foundation, rooted in the policymaking process, that incorporates the importance of ideas and their rhetorical expression. This project explores the ideas used to construct arts-advocacy arguments, their rhetorical evolution, the various ways rhetorical leaders use them, and finally, how those arguments are used to create or manage policy change. Although some previous research discusses advocacy arguments, the role rhetoric plays in the strategic navigation of the policymaking process deserves additional scholarly attention. This is especially true in the specific context of public art funding. To date, research about arts advocacy has not provided a holistic view of the policymaking process, or of the range of advocacy arguments. By addressing both these gaps, though, I do not seek to imply a causal relationship between particular advocacy arguments and ii financial rewards. Instead, I identify and present themes in past arts-advocacy arguments to assist with the construction and deployment of future arts advocacy. iii Dedication To my best friend, Alex C. Wood, who, through random acts of support, never allowed me to feel guilty about my ambition. To my mother, who may not have always understood, but never doubted. iv Acknowledgments I would like to sincerely and humbly thank my committee for their help and guidance throughout this process. To Wayne Lawson, whose personal experience with my research, along with his unwavering support, was instrumental in my successful completion of my work. To Jerry Kosicki, whose interest in multiple, seemingly disparate pieces, or my work has provided me with insight into how my research could serve a larger audience. I would especially like to thank my advisor, Margaret Wyszomirski, for sharing her expertise and her insight. I would also like to thank Nan Johnson, whose teaching and expertise had a profound impact on the initial phases of my work. I also want to thank my family, whose support and pride has sustained me. Finally, I would like to thank the administrative loves of my life: Kirsten Thomas and Dawn Pickarski. Your non-judgmental support as I messed up forms, missed deadlines, and asked the same question multiple times will always be greatly appreciated. v Vita June 2002 ...................Winchester Thurston (high school) 2007............................B.S. Business Administration & B.A. International Area Studies (Drexel University) 2009............................MA Arts Policy and Administration 2012 to present ...........Assistant Professor, Arts Administration, Education and Policy, Department of Fine Arts, Rider University Publication Heidelberg, B. (2010). The need for arts researchers in arts organizations. The Journal of Arts Management, Law and Society, 40, 235–237. Field of Study Cultural Policy and Arts Management vi Table of Contents Abstract(......................................................................................................................................(ii( Dedication(.................................................................................................................................(iv( Acknowledgments(....................................................................................................................(v( Vita(..............................................................................................................................................(vi( List(of(Tables(...........................................................................................................................(xv( List(of(Figures(.......................................................................................................................(xvii( Introduction(..............................................................................................................................(1( Personal(Significance(.......................................................................................................................(1( Statement(of(the(Issue(.....................................................................................................................(3( Policy(Actors(.......................................................................................................................................(4( Policy(Arena(........................................................................................................................................(5( Policy(Entrepreneur(.........................................................................................................................(6( Related(Research(..............................................................................................................................(6( Conclusion(.........................................................................................................................................(12( Chapter(1:(Literature(Review(............................................................................................(13( Kingdon’s(MultiplePStreams(Framework(................................................................................(13( The(Problem(Stream(......................................................................................................................(16( The(Policy(Stream(...........................................................................................................................(18( vii The(Political(Stream(.......................................................................................................................(19( Policy(Windows(...............................................................................................................................(21( AdvocacyPCoalition(Framework(.................................................................................................(23( PunctuatedPEquilibrium(Theory(...............................................................................................(28( Combining(Theories(.......................................................................................................................(30( Guiding(Questions(...........................................................................................................................(32( Policy(Entrepreneurs(.....................................................................................................................(34( Policy(Entrepreneurs(and(Interest(Groups(............................................................................(38( Policy(Entrepreneurs(and(Rhetoric(..........................................................................................(42( Chapter(2:(Conceptual(Framework(.................................................................................(52( Typology(of(Rhetorical(Situations(.............................................................................................(63( Key(Concepts(....................................................................................................................................(69( Less$varied$coalitions$(square$1$and$2)$..............................................................................................$72$ Varied$coalitions$(squares$3$and$4$........................................................................................................$73$ Research(Goals(.................................................................................................................................(73( Chapter(3:(Defining(the(Political(Context(......................................................................(75( Timeline(Item(Rationale(...............................................................................................................(75( Policy(Analysis(Framework(and(Timeline(Construction(...................................................(76( Multiple<streams$framework$...................................................................................................................$76$ Advocacy<coalition$framework$...............................................................................................................$78$ Punctuated<equilibrium$theory$..............................................................................................................$78$ Actors(on(the(Timeline(..................................................................................................................(79(