Beyond the division of attenders vs. non-attenders : a study into audience development in policy and practice

摘要: Audience development has been one of the most discussed topics in UK cultural sector in recent years. With resources specifically for audience increasingly available, arts and organisations have started various projects and schemes to increase number of attenders, broaden their base or enrich experiences. The term development however used ways, this paper identifies four distinctive meanings: Cultural Inclusion, Extended Marketing, Taste Cultivation Education. Across the definitions, there are some assumptions which need examination. argues that the policy based on Liberal Humanistic idea Culture for all. This contrasted sociological theories relationship between culture and society. is fact a powerful tool marking divisions groups people, and often functions even if unconsciously institutionalise social inequality. Inequality in cultural participation differences taste come from possession ‘cultural competence’ acquired through family socialisation formal schooling. Whereas policy audience development believes all product-led approach, good practice accepts the view recommends target-led approach. Part 2 case study into particular project in contemporary music conducted relatively homogeneous rural area. sees it as a Taste project, attracted lovers who well-educated and well-accustomed classical kind contemporary project introduced based. It reveals however variety views responses audiences had to the concert they attended listened to, suggests complexity involved development. The implications drawn Parts 1 twofold. One an issue will require sustained efforts long term much larger scale than apparently assumed by government at moment. The other necessary research kinds be developed a continuous regular basis inform both management practice. Specifically two broad suggested. topic dynamics of creation progression. other examine aspects the relationship people arts, eg whether passion interest leads to efforts made acquire musical knowledge what way attendance and participation making may affect each other.