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:

How people acquire new tastes in music

This research was conducted by Alessandra Lembo at the University of Chicago, USA.
Summary
Honky Tonk Night Happy Hour is a hard country music club night at small venue in a large mid-western US city. The study took place over 15 months via a combination of observation and life history interviews […]

By |7 August 2017|

How a school museum visit helps create cultural equality

This research was conducted by Brian Kisida, Jay P. Greene and Daniel H. Bowen at the University of Arkansas and the University of Houston, USA.
Summary
Cultural capital comprises the set non-economic resources that are at one’s disposal through life (things like language and accent, dress sense, etc) […]

By |24 July 2017|

Using ‘bundling’ to increase attendance and loyalty

This research was conducted by Emma Hall, Wayne Binney and Julian Vieceli at Deakin University and Swinburne University of Technology, Australia
Summary
This paper examines how performing arts companies can increase customer loyalty and attendance by utilising the marketing tool known as bundling. Loyalty and attendance can be increased by offering […]

By |20 March 2017|

Factors that shape the frequency of attending arts and heritage activities

This research was conducted by Mart Willekens and John Lievens at Ghent University, Belgium
Summary
This paper assesses the role of cultural capital, economic and social factors and time pressure on engaging in arts and heritage activities. It also analyses the difference between non-attendees and attendees, as well as the frequency […]

By |9 March 2017|

Delving into the ways that education shapes cultural engagement

This research was conducted by Natascha Notten, Bram Lancee, Herman G. van de Werfhorst and Harry B. G. Ganzeboom at four different universities in the Netherlands
Summary
There are two contrasting explanations for why levels of cultural engagement vary according to education levels within populations. One states that people come to […]

By |6 March 2017|

Understanding the audience at a jazz and blues festival

This research was conducted by Karen Burland at the University of Leeds and Stephanie E. Pitts at the University of Sheffield, UK
Summary
This study set out to examine audience participation and engagement in a well-established jazz and blues festival held annually in Edinburgh. The festival audience had high expectations of […]

By |19 January 2017|

How tourism impacts on performing arts attendance

This research was conducted by Marta Zieba at the University of Limerick, Ireland.
Summary
This paper examines the effect of domestic and international tourism on theatre attendance in Austria. The paper takes data from 20 theatres over a 39 year period (from 1972 to 2011). The number of theatre attendees over […]

By |16 January 2017|

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 its role. So far experts have […]

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.be), and […]

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|