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:

Museum visitors: two types of motivation

This research was conducted by Juan Gabriel Brida, Chiara Dalle Nogare and Raffaele Scuderi at the Free University of Bolzano-Bozen, University of Brescia and University of Enna “Kore”, Italy

Summary

Of all the drivers of museum attendance, “motivation” has rarely been systematically assessed. The aim of this study was to understand …

By | 23 June 2016 |

Using social media to promote reading

This research was conducted by Joachim Vlieghe, Kris Rutten and Jaël Muls at Ghent University and the University of Brussels, Belgium

Summary

This paper looks at how readers participate in literary culture through social media. Researchers looked at the website and Facebook group of the Flemish reading initiative Iedereenleest.be (EverybodyReads …

By | 20 June 2016 |

Living near museums and galleries is important for overall cultural engagement

This research was conducted by Orian Brook at the University of Stirling, UK

Summary

A great deal of research has shown how cultural engagement is shaped by education, social class and ethnicity. However, much less attention has been given to the accessibility and appeal of cultural facilities themselves. This paper used …

By | 1 February 2016 |

The barriers that prevent older people engaging with contemporary visual art

This research was conducted by Andrew Newman, Anna Goulding and Christopher Whitehead at Newcastle University, UK

Summary

This study set out to explore the factors that influence older people's engagement – or indeed lack of engagement – with contemporary visual art. Specific factors addressed in the paper are social class, education, taste …

By | 25 January 2016 |

Reach migrant audiences by increasing education

This research was conducted by Gerbert Kraaykamp, Natascha Notten and Hidde Bekhuis at Radboud University, The Netherlands

Summary

This research draws on large-scale survey data to explore possible explanations for the relative lack of engagement in (Western) highbrow culture of migrant communities in the Netherlands. Focusing on Turkish and Moroccan communities …

By | 21 January 2016 |

Using Theatre Talks as an audience development tool

This research was conducted by Louise Ejgod Hansen at the University of Aarhus, Denmark

Summary

This paper describes an in-depth study of 'Theatre Talks' which took place at 18 theatres in central Denmark between 2010 and 2012. The paper highlights the potential of Theatre Talks for audience development (a priority among …

By | 17 December 2015 |

Education (not status or class) determines arts participation

This research was conducted by Aaron Reeves at the University of Oxford, UK.

Summary

This paper seeks to understand social class, social status and education, and their relative effects on arts attendance and arts participation. The research rests on distinctions between these related and overlapping concepts. The author defines the terms …

By | 10 December 2015 |

Exploding the myth of the musical ‘omnivore’

This research was conducted by Mike Savage and Modesto Gayo at the University of York, UK and Universidad Diego Portales, Santiago, Chile.

Summary

This paper explored the musical preferences of adults in Britain, it analysed data from a substantial survey that asked people about what kinds of music they like and …

By | 5 May 2015 |

Mobile technology will not widen the audience for live classical music

This research was conducted by Gary Crawford and three others at the University of Salford, UK and Queensland University of Technology, Australia

Summary

This paper analysed the potential of a mobile app for selling tickets and expanding the audience amongst a student audience for classical music. The research specifically focused on …

By | 5 May 2015 |

Perception of value, not simply price, attracts young people to arts events

This research was conducted by Bonita M Kolb at the University of Westminster, UK.

Summary

This paper used a survey to explore what factors shape the arts-attending behavior of university students. The results showed that the cost of attendance was a factor in people's considerations, although what mattered most was …

By | 5 May 2015 |