Cómo situar al público en el centro de tu gestiónGuía para implantar un enfoque de desarrollo de audiencias en las organizaciones culturales

Abstract

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 organisations and the public. In this context, audience development is becoming one of the approaches that carry most weight, as evidenced by support for it from the European Commission. This briefing is aimed at practitioners working in the cultural industry who are interested in putting audiences at the centre of their work and implementing an audience development approach at their organisations. On the one hand it should be useful to anyone who is not clear as to what this means, given that the briefing sheds light on the concept of audience development itself and the organisational implications of adopting such an approach. On the other hand, it should also be useful to anyone who has gone beyond that stage and is now thinking of taking practical action. The document thus provides a roadmap that covers various types of strategic, organisational and operational decisions. At each level of decision-making, a number of recommendations are given to help organisations create and maintain links with current, potential and future audiences.