Public Relations perspective of Melbourne

COMM2411

Ana, Michael, July and Rachel

Communication and Social Relations Assessment 3

Artefact 1: The Save Live Australia’s Music (SLAM) rally

Throughout its history, the streets of Melbourne have traditionally been a stage of procession and protest, from demonstrations by the unemployed in the 1890’s, to the congregation of taxi drivers outside Flinders Street Station in April 2008. Even today, this enduring element of Melbourne continues with the Save Live Australia’s Music rally which was held on 23rd of February 2010 in order to protest against the Victorian government’s liquor licensing laws which are perceived as threatening the future of live music in Melbourne’s pubs and clubs. During the event, Swanston Street witnessed 10,000 participants as they marched towards Parliament House, and once again, the occupancy of Melbourne streets became ‘charged with actual and symbolic power’ (Brown-May & Graham 2006, p.5). The procession also featured a variety of placards and banners which act as ‘a repertoire of devices supporting and reinforcing its drama and meaning through the symbolic encodement of messages’ (Brown-May & Graham 2006, p.9). In this way, street processions are a vehicle through which citizens can actively engage with their city and explicitly communicate a certain message that they wish to be heard.

The notion of protest within an urban environment is ultimately concerned with public relations and the relationship of power between the government and its people. It also revolves around the ideas of the strategies and tactics of urban public space. Participants of the procession become empowered through their occupancy of public space that is usually restricted to orthodox functions such as a road for city traffic. The SLAM rally transported Swanston Street 30 years back in time when it was the stage of AC/DC’s film clip for ‘It’s a Long Way to the Top (If You Want to Rock n’ Roll)’. However, for the rally, Swanston Street was utilised as a site for democratic politics rather than a set for a film clip, though both instances represent a moment where local identity is performed and displayed. Furthermore, they both challenge the notion of a public space as ‘a controlled and orderly retreat where a properly behaved public might experience the spectacle of the city’ (Law 2002, p.1628). The SLAM rally re-imagined what the streets of Melbourne communicate, and it is this reinterpretation of meaning which is the hallmark of tactics within an urban environment. The use of this public space for protest gave enhanced visibility to the ‘voice of the people’ (Lateline 23-02-2010, 3:03) and placed augmented pressure on the Victorian government to compromise its policy.

COMM2411

Ana, Michael, July and Rachel

Apart from the urban space, this artefact also communicates strong meaning about the people of Melbourne and their views and values which characterize their identity. The protest is testament to the will of the urban community to defend certain elements which they believe to be fundamental to social life within Melbourne (in this case, the live music scene).

Furthermore, it is this notion which ‘conceptualises the procession as a form of text, authored not by a single design but by the involvement of its multiple and individual constituents’ (Brown-May & Graham 2006, p.10). The SLAM rally, as a communications artefact and text, conveys a certain narrative about Melbourne and its urban community. Moreover, the event represents a vivid social experience whereby the individual is able to transcend the boundaries of the daily routine of urban life and participate in something truly exhilarating within their city environment which is typically heavily regulated and controlled. Processions re-imagine public space as a conduit for expression, and this idea is deeply rooted within Melbourne streets and their history.

COMM2411

Ana, Michael, July and Rachel

Artefact 2: Parliament House

The Victorian Parliament House steps, located on Spring Street in East Melbourne, are representative of both Australian culture and the nation’s political system. The steps are regularly used for public protests by those who are looking to influence Australian laws and policies. The location of the steps makes them an appropriate demonstration space. The openness of the steps allows large groups to express to their concerns and opinions without disrupting the rest of the city of Melbourne. Further to that, protesting in front of the building where policies and laws are debated and passed makes the space double suitable.

The history of the steps being used as a public demonstration space can be referenced back to 1917 when the Adela Pankhurst, an organiser for the Socialist Party of Victoria ‘spearheaded’ a series of violent demonstrations (Smart 1986).

Smart’s description of the outrage displayed by the Liberal conservatives in Parliament House at the time assists in highlighting the effectiveness of public protesting to sway political movements. The recording of this event emphasises the influence that these demonstrations had on the future of lobbying and protesting in Australia. Lobbying is a pivotal element of politics in Australia. The public’s ability to hold a protest publically and openly oppose policies and laws demonstrates Australian democratic freedom. The public are able to voice their opinions without being threatened, incarcerated or violently silenced.

The ability to lawfully protest in Australia contradicts Iveson’s (2008) argument; that the use of public space is being compromised. The regularity of protests and demonstrations in Australia is due to the countries liberal political system.

As a result of these factors there have been little occurrences of violent protests in Australia.

Lobbying is considered a professional and organised form of protesting. Often special interest groups that are looking to influence the decisions of politicians will employ lobbyists to assist them. In more recent years politicians themselves have used lobbying services in order to persuade the public. John and Thomson (2007) claim that ‘[Lobbying does] not enjoy favourable press’, this is not necessarily the case in Australia. In Victoria and Australia lobbying in the media is often sensationalised due to the work of public relations and increase in soft news. Due to these factors protesting in Australia is not viewed overly critical by the remainder of the public.

COMM2411

Ana, Michael, July and Rachel

The use of the Victorian Parliament steps as a protest space can be viewed as a positive aspect of Melbourne culture. It represents Melbournians freedom of opinion and their willingness to change society for the better. In terms of using the space as a means of communicating with the Australia’s politicians, it can be regarded as an extremely effective channel.

This is due to the location of Parliament House, Australian democracy and the public’s mentality.

Artefact 3: Yarra River

As the introduction from historic records, Wurundjeri people named the river Birrarung when they occupied the Yarra Valley and much of Central Victoria prior to European settlement. The river divides the city into sections of elegance and bustle. There are many shopping centers and schools on one side of the river, and there are many apartments and cafe bars on the other side. Four bridges are located on the Yarra River with limited height clearances at high tide, linking these two parts together. Parks Victoria has managed and operated the restoration and its aim is to preserve the natural environment and revegetate the land by setting aside several reserves adjoining the Yarra. Ultimately, because of its location within the city and the special culture it promotes, the Yarra plays a pivotal role in Melbourne’s public life. In this way, there exists a strong relationship between the Yarra and public relations.

Lacey (2004) studies several aspects about Yarra River including the landscape, places along the river, and its restoration.

In addition, the author uses resources and knowledge gained from biology to attempt to examine the historical transition along the river. Their research pays attention to the watercourse environment and the final achievement view which combines natural and artificial crystal. It witnesses the development of Melbourne around the Yarra and the vital role it plays in modern city life.

COMM2411

Ana, Michael, July and Rachel

Otto (2009) describes the history of Melbourne’s development and mainly focuses on how the Yarra River contributes to the urban construction development. Furthermore, the author's research emphasizes a rich social narrative about the Yarra River and how its surroundings impact the culture and construction of the river and this city. The Yarra is not only a river, but a bridge between the mundane daily life of Melbourne’s citizens to the excitement of public activities and social gatherings that my artefact promotes. The river is a natural entity which serves as a contrast to the ordered urban environment of Melbourne. Furthermore, it is a site where many people choose to exercise or seek respite within the natural environment, with such activity promoting the notion of a healthy and thriving city.

Green (2005) supports the river is a marvelous river which has watered Melbourne and its industries. The ideas aim at analyzing the history of the river and give some reflections about its pollution by Melbourne’s citizens. The story of this river is synonymous with Melbourne’s history, with the Yarra being the icon of the city. Ultimately, this river creates opportunity for economic growth, and more importantly, public activity and interaction which establishes a particular social relations within the urban environment. For example, the area surrounding the Yarra as a site for development has stimulated economic activity and has contributed to Melbourne’s growth by attracting constructions such as stores, restaurants and apartments, especially around the Southbank area. It is a kind of interaction method called “two-wins”, and it is this connectivity between the Yarra and its surrounding urban environment which ultimately highlights the significant role of the river to the social life of Melbourne’s citizens.

Artefact 4: Thai Culture and Food Festival

Federation Square buzzes with cultural festivals, exhibitions, event launches, wine showcases, fashion festivals, films, concerts and world record attempts. This is the focal point for city’s culture and creative activities. The open public square attempts to link people with broader urban society. Melbourne’s 7th Annual Thai Culture and Food Festival was held on the 21st March, 2010. The festival showcased Thai arts, crafts, performances and provided local Thai food on the Riverbank, Federation Square. The event enabled the community to celebrate the tradition of the Songkran festival, as well as communicate more about Thai culture and food. The organisation chose to hold the festival at Federation Square because it is a public space, open for all to visit and enter. Through this festival Australia was able to build on its relationship with Thailand.

COMM2411

Ana, Michael, July and Rachel

Melbourne is a multicultural city that opens its doors to all countries. Due to this factor, Australia is able to establish strong relationships with neighbouring countries. Federation Square can be regarded as the heart of Melbourne. It not only attracts a high volume of local residents but also international visitors. Through events such as the Thai Cultural and Food Festival, restaurants along the Yarra River are able to promote themselves and gain business. Arts and crafts and native Thai performances were performed on the Federation Square stage and additionally were broadcast on the ‘big screen’. The use of the stage and screen allowed festival goers to further experience Thai culture both socially and through experience. Hosting such events highlights Melbourne’s multiculturalism and it is an effective way of sharing people’s idea as well as demonstrating the cultures of both countries.

This type of public activity is an opportunity to further develop and promote tourism in Melbourne and Australia. For example, in ‘Crazy for Festival’ the author has highlighted that Taiwan ‘is a city for people from different countries, due to [it’s] tourist industry, Taiwan is trying to build up its culture creative, more industries and the fact of the presence of festivals.’ This statement highlights the benefit of free festivals. They engage the interests of tourists and help define Australia as an ‘exciting’ tourist destination. Furthermore ‘cultural festivals are ubiquitous, impressively diverse, and strongly connected to local communication through employment, volunteerism, and participation’ (Lon-D p.51). There are 2,865 festivals in Australia and research indicates that the staging of festivals is a hybrid affair, where culture and economic gain intertwine.

COMM2411

Ana, Michael, July and Rachel

References Brown-May, A & Graham, M 2006, ‘‘Better than a Play’: Street processions, civic order and the rhetoric of landscape’, Journal of Australian Studies, vol. 30, no. 89, pp. 3-13.

Gibson C,Waitt G & Walmsley J 2010, ‘Cultural Festival and Economic Development in Non-metropoliten Australia’, Journal of Planning Education and Research, Vol.29, pp.280 Green, J 2005, ‘Brown flows the Yarra’, The Age, 13 August, viewed 14 April 2010, Factiva Iveson, K 2008, Publics and the City, John Wiley & Sons Ltd, Oxford Lacey G 2004, ‘Still glides the stream’, The natural history of the Yarra from Heidelberg to Yarra Bend, Australian Scholarly Press, Melbourne Law L 2002, ‘Defying Disappearance: Cosmopolitan Public Spaces in Hong Kong’, Urban Studies, vol. 39, no. 9, pp. 16251645 Lon-Di T 2009, ‘Crazy for festival’, Taiwan Review, vol.59, pp.51 Otto, K 2005, ‘Yarra: A Diverting History of Melbourne's Murky River’, Journal of Habitat Australia Smart J 1986, ‘Feminists, Food and the Fair Price: The Cost of Living Demonstrations in Melbourne, August-September 1917’, Labour History-Australian Society for the Study of Labour History, No. 50 pp. 113-131 Thomson, S & John, S 2007, Public affairs in practice : a practical guide to lobbying, Kogan Page, London ‘Thousands Protest Liquor Laws to Save Live Music: Around 10,000 people have turned out in Melbourne to support the city's live music scene and protest against liquor licensing laws which have forced some venues to shut, and it seems they may have been successful’, Lateline, 23-02-2010, television program, ABC1, Melbourne, viewed 16 April.