Audiences and the Arts

This subject examines audience development, engagement, and retention in arts and cultural activities. It engages with a variety of professional techniques including experience design, programming and content analysis, analysis of audience types and segments, aspects of audience experience, methods for audience research and analysis, and elements of access and barriers to entry. Lectures and seminars will address a range of themes underpinning audiences in the arts and cultural sectors, include research into attitudes to the arts, economic and social trends that impact on attendance at arts events, and the role of artists as promoters of their own work. There will be guest lectures throughout the semester.