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2021 | Buch

Chapter 1: Introduction Kapitel lesen Erstes Kapitel lesen

Audience Development and Cultural Policy

verfasst von: Dr. Steven Hadley

Verlag: Springer International Publishing

Buchreihe : New Directions in Cultural Policy Research

Enthalten in: Springer Professional "Wirtschaft+Technik" , Springer Professional "Wirtschaft"

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Über dieses Buch

Encouraging more – and different – people to attend the arts remains a vital issue for the cultural sector. The question of who consumes culture, and why, is key to our understanding of the arts. This book examines the relationship of audience development to cultural policy and offers a ground-breaking perspective on how the practice of audience development is connected to ideas of democratic access to culture. Providing a detailed overview of arts marketing, audience development and cultural democracy, the book argues that the work of audience development has been profoundly misunderstood by the field of arts management. Drawing from a rich range of interviews with key individuals in the audience development field, the book argues for a re-conceptualisation of audience development as an ideological function of cultural policy. Of importance for students, academics and researchers working in arts management and cultural policy, the book is also vital reading for anyone working in the arts, cultural and heritage sectors with an interest in understanding how our relationship with the audience has been constructed.

Inhaltsverzeichnis

Frontmatter
Chapter 1: Introduction
Abstract
This chapter provides an overview of the book’s narrative of audience development, its relationship to cultural policy and its place in wider debates over democracy and democratisation of access to culture. The book uses a study of audience development to make a wider political point about the distribution of power, resources and, ultimately, cultural authority in the subsidised arts sector. The relationship between audience development and the ethos embedded in the cultural policy of a global, post-Keynesian model of arts subsidy is discussed. The chapter outlines the conceptual framework of the democratisation of culture and cultural democracy, and identifies how audience development was the first proactive attempt to democratise the arts which considered the audience rather than the art. This chapter concludes with a summary of the book’s main arguments.
Steven Hadley
Chapter 2: Democratic Cultural Policy
Abstract
This chapter develops an understanding of the broader rationale for, and thus implications of, the inception of the audience development agenda. To consider this question, the chapter starts by defining cultural policy and the terminology of the democratisation of culture/cultural democracy. This section, alongside outlining the key debates within each position, also discusses issues of vested interest, the contested nature of the relationship between the democratisation of culture and cultural democracy, and the sense of a resurgence of the idea of cultural democracy, both in recent literature and discussions within the arts and cultural sector.
Steven Hadley
Chapter 3: Audience Development
Abstract
This chapter provides a range of definitions of audience development and begins to more fully map out an understanding of the relationship between arts marketing, audience development and cultural policy. The argument is made that audience development has come to be understood as a process of arts management. Issues with audience development from the fields of cultural economics and cultural politics are introduced, and questions are asked of the governmental rationales which regard a reluctance or unwillingness to engage with subsidised culture as a form of failure. The chapter closes by outlining the research approach underpinning the book's main arguments about the relationship between audience development and democratic cultural policy.
Steven Hadley
Chapter 4: The Development of Practice: Two Dilemmas
Abstract
This chapter introduces the framework of traditions and dilemmas which are used to discuss the history of arts marketing and audience development practice. Two dilemmas are discussed in this chapter: the dilemma of marketisation (managerialism, public sector management) which saw the formal adoption and development of arts marketing practice, and the dilemma of social inclusion, which saw the formal adoption and development of audience development practice. The chapter considers the prevailing ethos of the Arts Council as an institution and the contested nature of the formation of arts marketing/audience development practice within that context. In response to the dilemmas of marketisation of the arts and the rise of the social inclusion agenda the chapter outlines how hostility to marketing created the conditions for audience development’s rise to prominence in the cultural sector.
Steven Hadley
Chapter 5: The Traditions of Audience Development
Abstract
The development of practice discussed in the previous Chap. 4 was conceived of, and enacted by, a small number of interdependent consultants, funders and practitioners. This chapter argues that this cohort was a ‘cultural management elite’ and outlines the group’s key characteristics, most specifically their capacity to iteratively deliver and develop audience development practice. The chapter then proceeds to outline and discuss the two traditions of audience development: the ‘Arts Lover tradition’ and the ‘Social Justice tradition’. The two traditions share a similar basis in personal narratives of cultural engagement and consumption, but evidence importantly divergent views on both the transformative power of art and thereby on the ultimate purpose of public subsidy for the arts and cultural sector.
Steven Hadley
Chapter 6: Characteristics of Audience Development
Abstract
This chapter outlines the specific characteristics attributable to audience development. This moves discussion beyond the process-driven depiction of audience development identified in Chap. 2 and towards developing a discourse of practice. The chapter explores the issue of the conceptual ambiguity of audience development and argues that audience development remains in its ontological phase. The chapter then discusses how the two traditions gave form to the practice of audience development and how these traditions were able to coexist and indeed collaborate within the practice of audience development because the ‘functional ambiguity’ of the term allowed for a broad church of interpretation. Far from being a purely technical process, audience development was conceived by the cultural management elite as an attempt to fundamentally alter the policy trajectory of the subsidised arts sector.
Steven Hadley
Chapter 7: Audience Development and Democracy: Third Dilemma
Abstract
This chapter focusses on the contemporary context of audience development given the growing body of data suggesting little by way of demographic shift in patterns of cultural engagement. The chapter argues that this data has prompted a third dilemma and questions the impact of this dilemma both on the traditions identified in Chap. 5 and its wider implications for cultural policy. The research data discussed in this chapter highlights a significant degree of vested interest in the cultural field and suggests that this simultaneously acts to preserve structures and positions of power and works against the processes of cultural democratisation and audience development in order to preserve the status quo. Whilst the data suggests such stasis may no longer be a viable option, alternative structures have proved elusive. This discussion raises questions about the discursive function of audience development and the wider democratic imperative implicit within public subsidy of the arts.
Steven Hadley
Chapter 8: Conclusion
Abstract
This chapter reflects on the thematic focus of the book, namely the democratic and moral imperative to ensure equality of access to publicly funded culture. To consider audience development is to put oneself at the centre of one of the most important tensions in publicly subsidised culture. The issue is perhaps not about whether culture and democracy are compatible, but rather how to conceive of that compatibility, about the reconciliation or balance between liberal values and elite culture. The chapter reflects on the contemporary resurgence of ideas around cultural democracy and the idea of ‘everyone an artist’. The question arises as to how best adapt and utilise the tools of audience development practice in a context where the notion of cultural participation has been extended beyond the arts and into the arena of everyday creativity and participation.
Steven Hadley
Backmatter
Metadaten
Titel
Audience Development and Cultural Policy
verfasst von
Dr. Steven Hadley
Copyright-Jahr
2021
Electronic ISBN
978-3-030-62970-0
Print ISBN
978-3-030-62969-4
DOI
https://doi.org/10.1007/978-3-030-62970-0

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