A Reader on Audience Development and Cultural Policy

Introduction: Arts Marketing, Audience Development and Cultural Policy

Steven Hadley

Part I: Arts Marketing

1. A strategic logic for arts marketing

Miranda Boorsma

2. Arts Marketing Performance: An Artistic-Mission-Led Approach to Evaluation

Miranda Boorsma and Francesco Chiaravalloti

3. When Arts Met Marketing: Arts Marketing Theory Embedded in Romanticism

Hye‐Kyung Lee

Part II: Audience Development

4. Behaviour and Attitude: The Theatre Talks Method as Audience Development

L.E. Hansen

5. Arts Audiences: Establishing a Gateway to Audience Development and Engagement

Elyria Kemp and Sonja Martin Poole

6. Spontaneity and planning in arts attendance: insights from qualitative interviews and the Audience Finder database

Sarah Price, Rachel Perry, Oliver Mantell, James Trinder and Stephanie Pitts

Part III: The Role of the State

7. ‘Rethinking the missionary position’ – the quest for sustainable audience development strategies

Debi Hayes and Alix Slater

8. Audience Development and Social Inclusion in Britain

Nobuko Kawashima

9. The Role of Government in Marketing the Arts

Jennifer Radbourne

Part IV: Culture and Participation

10. The Social Stratification of Cultural Consumption: Some Policy Implications of a Research Project

Tak Wing Chan and John H. Goldthorpe

11. The Participation Myth

Leila Jancovich

12. Collecting and classifying data on audience identity: the cultural background of festival audiences

Katya Johanson, Hilary Glow and Mark Taylor

13. The coming crisis of cultural engagement? Measurement, methods, and the nuances of niche activities

Laurie Hanquinet, Dave O’Brien and Mark Taylor

Part V: International Perspectives

14. European Commission Final Report: Study on Audience Development – How to Place Audiences at the Centre of Cultural Organisations

Steven Hadley

15. Audience Development and its Blind Spot: A Quest for Pleasure and Play in the Discussion of Performing Arts Institutions

Anja Mølle Lindelof

16. Can Audience Development Promote Social Diversity in German Public Arts Institutions?

Birgit Regina Mandel

17. Review of European Expert Network on Culture’s Audience Building and the Future Creative Europe Programme, 2012

Christian Potschka, Mathias Fuchs and Agata Królikowski

Part VI: Reviews and Reflections

18. “Marketing from the Art World”: A Critical Review of American Research in Arts Marketing

Jin Woo Lee and Soo Hee Lee

19. Leading or Avoiding Change: The Problem of Audience Diversification for Arts Organisations

Hilary Glow, Anne Kershaw and Matthew Reason

20. Understanding of the Value and Impacts of Cultural Experience – A Literature Review

Abigail Gilmore

21. Examining the state of the art of audience development in museums and heritage organisations: a Systematic Literature review

Iñigo Ayala, Macarena Cuenca-Amigo and Jaime Cuenca

22. Reflections on Audience Data and Research

Steven Hadley, Katya Johanson, Ben Walmsley and Anne Torreggiani

Biography

Steven Hadley is an academic, consultant and researcher working internationally in arts management, cultural policy, and audience engagement. He is currently a Research Fellow at Trinity College Dublin (Ireland), and a Visiting Lecturer at Leuphana University of Lüneburg (Germany). Steven is an Associate Consultant with The Audience Agency, Counterculture and CKI (Denmark). He sits on the Steering Committee of the Cultural Research Network, the Editorial Board of Arts and the Market and is Policy & Reviews Editor for Cultural Trends. Steven has lectured, taught, and delivered training in over thirty countries globally and works as a consultant for a wide range of cultural organizations. His recent published work has focused on cultural democracy and audience engagement.