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:

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 |

The role of the family in shaping adolescent cultural engagement

This research was conducted by Mart Willekens and John Lievens at Ghent University, Belgium

Summary

This paper looked at how household structure and parental behaviour affected the cultural lives of children, specifically engagement in the visual arts, heritage or pop and rock music. While it might seem tempting to assume that …

By | 5 May 2015 |

Engagement with contemporary visual art can improve the lives of older people

This research was conducted by Anna Goulding at Newcastle University, UK

Summary

Over a period of 21 months, 43 participants aged 60-92 visited three contemporary art galleries in the northeast of England. They listened to a talk before taking part in facilitated discussions in which personal responses to the artworks were …

By | 5 May 2015 |

How seasonality and segmentation affect the demand for live theatre

This research was conducted by Jonathan Corning and Armando Levy at the Federal Reserve Bank of Kansas City, USA.

Summary

This study took box office data from three venues used by a theatre company based in southern California, the Pacific Conservatory of the Performing Arts (PCPA), to analyse the preferences of …

By | 11 December 2014 |

Using mega events to increase profile and reach audiences

This research was conducted by Duncan Low and Peter V. Hall at the Simon Fraser University in Vancouver, Canada.

Summary

This paper looks at the benefits of hosting a Cultural Olympiad for different kinds of arts organisations in the host city. It takes Vancouver 2010 as an example and argues that …

By | 11 December 2014 |

Attracting new audiences to contemporary classical music

This research was conducted by Alex Turrini, Michael O'hare and Francesca Borgonovi at Bocconi University, Milan, Italy; University of California, Berkeley, USA and the London School of Economics

Summary

The paper outlines the difficulties associated with the programming of recently composed classical music. The paper highlights a need to better …

By | 11 December 2014 |

Profiling visitors to contemporary art museums

This research was conducted by Laurie Hanquinet at the University of York

Summary

Socio-economic variables (class, education and income etc.) are often seen as the key determinants of attendance at art museums. This article goes beyond this simplistic approach by exploring the ‘cultural profiles’ of museum visitors (a set of cultural …

By | 11 December 2014 |

The viability of a theatre depends on the character of its local population

This research was conducted by Ken Willis, Jen Snowball, Colin Wymer and Jose Grisolia at Newcastle University, UK, Rhodes University, South Africa and Universidad de Las Palmas de Gran Canaria, Spain

Summary

This paper describes the findings of research that built a statistical model to identify what determined the likelihood that …

By | 9 May 2014 |