Seminar 1 - Introduction to Audience Development

Training partner: University of Deusto ‪@deusto‬
Introduction to Audience Development
Fostering active audience engagement and access to culture is currently a major challenge for the cultural sector, and one which entails reinterpreting the relationship between cultural organizations and the public. In this context, audience development is becoming one of the approaches that carries the most weight, as evidenced by support for it from the European Commission.
This seminar is aimed at practitioners working in the cultural heritage sector who are interested in putting audiences at the center of their work and implementing an audience development approach in their organizations.
The first presentation will start with a reflection on democratization of culture and cultural democracy, as well as related considerations of ethics. Afterwards, the concept of audience development will be introduced.
The second presentation will be focused on the eight main strategic areas of intervention in Audience Development that were identified in one European-level relevant study on Audience Development (Bollo et al., 2017): Programming, Audience participation and co-creation, Digital, Use of Data, Place, Alliances and Collaboration, Organizational change management, and Capacity building.