Developing new audiences in arts and culture

This section houses research relating specifically to audience development. The two main issues covered by this section relate to attracting new audiences, and diversifying an existing audience base.

The research in this section should be seen as a complement to CultureHive and AudienceFinder: two relatively new resources that are rich with best practice guidance and insight.

The summaries in this category are:

Using social media to attract music tourists

This research was conducted by Angela Besana and Annamaria Esposito at IULM University, Italy

Summary

This paper describes how 'marketing and fundraising impact the economic performances of American symphony orchestras and opera houses’. Specifically, it looked at the way that the organisations make use of social media (Facebook, Twitter, LinkedIn, and …

Understanding arts engagement in Chinese cities

This research was conducted by Pascal Courty and Fenghua Zhang at the University of Victoria, Canada and Wuhan University, China

Summary

This paper analysed survey data to paint a picture of arts engagement in 13 different cities across China. The data was broken down by the demographic characteristics of the individuals …

Three big ideas for diversifying arts audiences

This research was conducted by Birgit Regina Mandel at the University of Hildesheim, Germany.

Summary

This paper charts an initiative called 'Intercultural Audience Development' designed to broaden and diversify the audiences for elite arts institutions in Germany. It found that diversification only happens when changes are made to the programming and …

Exploring why people use social media to engage with music

This research was conducted by Jari Salo, Mikko Lankinen and Matti Mäntymäki at the University of Oulu and University of Turku, Finland

Summary

By talking to music executives and music fans in Finland this study found five motives for using social media to connect with artists and other fans: accessing content …

Arts engagement of graduates is shaped by childhood exposure

This research was conducted by Susan A. Dumais at City University of New York, USA

Summary

This paper looked to understand two factors that are known to increase the likelihood of increased arts engagement: childhood exposure to the arts and gaining a bachelor’s degree. It found that people who were …

By | 2 February 2021 |

How talking events help people make sense of art

This research was conducted by Priscilla Adipa at International University of Grand-Bassam, Côte d'Ivoire

Summary

This paper examined how ‘talking events’ (formal programmes such as exhibition openings and artist talks) affect people’s engagement with art. It found that talking events ‘draw people into art spaces and prolong their interactions with …

By | 10 January 2020 |

Why people go to pop concerts

This research was conducted by Steven Caldwell Brown and Don Knox at the University of Edinburgh and Glasgow Caledonian University

Summary

This research used an online survey of 249 people to uncover four main reasons why people attend pop concerts: they seek experience, engagement with others, to hear something novel and …

By | 29 November 2018 |

The factors that determine attendance at museums and historic sites across Europe

This research was conducted by Martin Falk and Tally Katz-Gerro at the Austrian Institute of Economic Research and the University of Haifa, Israel

Summary

This paper looked at data on 350,000 people in 24 EU countries. The researchers found that household income, education, employment status and nationality made a difference …
By | 22 November 2018 |

The persuasiveness of theatre reviews and adverts in old and new media

This research was conducted by Russell Thomas Warne and Malisa M. Drake-Brooks at Utah Valley University, USA

Summary

When reading a review of a play, would you trust a blog post more than a newspaper article? How effective are advertisements and how do they influence how much you are willing to …

By | 11 September 2018 |

Understanding the emotional response to museum activities

This research was conducted by Carmen Camarero-Izquierdo, María José Garrido-Samaniego and Rebeca Silva-García at the University of Valladolid, Spain.

Summary 

Museum activities can be positive and pleasurable experiences, which generate emotions. However, there is little research about how and why activities taking place in the museum impact upon visitors’ feelings. This …

By | 24 July 2018 |