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:

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 |

Why do more women participate in highbrow cultural activities?

This research was conducted by Angèle Christin at the University of Princeton, USA

Summary

This paper addressed gender as an influential factor in cultural participation in America. It explored the possible reasons why higher numbers of women than men participate in high-status cultural activities. Early exposure to the arts from a …

By | 5 May 2015 |

Entrance fees deter people of low socio-economic status from visiting museums

This research was conducted by Volker Kirchberg at the University of Lüneburg, Germany.

Summary

This paper used data from a survey of German adults who were asked about what motivated them to attend (or not attend) museums. The survey, carried out in 1995, randomly selected a representative sample of 1 …

By | 5 May 2015 |

How parents shape the reading habits of their children

This research was conducted by Sabine Wollscheid at the Norwegian Knowledge Centre for the Health Services, Norway

Summary

This paper explored the impact of parents’ reading patterns on their children’s reading habits. Drawing on a sample of 757 school-aged children living in two-parent households in Germany, the research demonstrated that …

By | 5 May 2015 |