Study on audience development. How to place audiences at the centre of cultural organisations [Recurs electrònic] : final report / autors: Alessandro Bollo, Cristina Da Milano, Alessandra Gariboldi, Chris Torch with the collaboration of Luisella Carnelli, Goran Lars Karlsson, Carla Schiavone, Natalie Georgadze ; European Commission. Directorate-General for Education, Youth, Sport and Culture Creative Europe programme

Bollo, Alessandro | Gariboldi, Alessandra | Torch, Chris | Da Milano, Cristina | Comissió Europea. Direcció General d'Educació, Juventud, Esport i Cultura.
ISBN: 9789279591495.DOI: DOI: 10.2766/711682.Publisher: Luxembourg : Publications Office of the European Union, 2017Description: 85 p. : digital, fitxer PDF (4,57 Mb).Online resources: E-Doc | E-Link Summary: The aim of the study is to provide successful approaches and methods in the area of Audience Development to the European Commission as well as to equip cultural leaders inside an organization with the means to make a transition towards a more audience centric organization on both the internal and external levels. The study was articulated in three tasks. The consortium firstly explored the issue through a systematisation of existing knowledge and literature. AD is indeed a multifaced issue that has to do with different knowledge fields as democratisation, access, participation, co-creation, organisational innovation, leadership, policies. As a second step, both to make sense of such complexity and to provide an operational framework to the following research, the consortium set up a conceptual framework for AD. Finally, the extended research group selected, interviewed and analysed 30 small and medium cultural organisations from 17 countries, in order to explore and detect innovative practices leading to effective results in terms of people participation. The learning from the research has been extensively shared and discussed through several seminars and meetings with the wider cultural professionals' community, leading to the interpretation of findings. Lastly, the consortium drew a set of recommendations for both cultural organisations and policy makers, encouraging them to tackle the challenge at all levels. Audience Development is a collective challenge that can only become systemic if all players are committed to make it happen: creating frameworks and conditions on the policy side, and tackling and managing change on the cultural professionals' side. (Font: Editor)
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The aim of the study is to provide successful approaches and methods in the area of Audience Development to the European Commission as well as to equip cultural leaders inside an organization with the means to make a transition towards a more audience centric organization on both the internal and external levels. The study was articulated in three tasks. The consortium firstly explored the issue through a systematisation of existing knowledge and literature. AD is indeed a multifaced issue that has to do with different knowledge fields as democratisation, access, participation, co-creation, organisational innovation, leadership, policies. As a second step, both to make sense of such complexity and to provide an operational framework to the following research, the consortium set up a conceptual framework for AD. Finally, the extended research group selected, interviewed and analysed 30 small and medium cultural organisations from 17 countries, in order to explore and detect innovative practices leading to effective results in terms of people participation. The learning from the research has been extensively shared and discussed through several seminars and meetings with the wider cultural professionals' community, leading to the interpretation of findings. Lastly, the consortium drew a set of recommendations for both cultural organisations and policy makers, encouraging them to tackle the challenge at all levels. Audience Development is a collective challenge that can only become systemic if all players are committed to make it happen: creating frameworks and conditions on the policy side, and tackling and managing change on the cultural professionals' side. (Font: Editor)

Abstract -- 1. The study -- 2. The methodology -- 3. MAP for audience development. The analytical catalogue -- 4. Audience development from a change perspective -- Annexes: 1. Glossary ; 2. An extensive bibliography ; 3. Selected literature review ; 4. The Open Call Application Form ; 5. The list of organisations responding to the open call ; 6. The list of the dissemination events

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