European inventory of
societal values of culture

Nobuko Kawashima - Audience Development and Social Inclusion in Britain

Kawashima, N. (2006). Audience Development and Social Inclusion in Britain: Tensions, contradictions and paradoxes in policy and their implications for cultural management, International Journal of Cultural Policy 12(1), 55-72.

This paper attempts to distinguish the different meanings of “audience development” and “social inclusion” – two areas receiving increasing attention in British cultural policy – by discussing their overlap and close relation to “access”. These policy areas are fraught with inherent contradictions when examined in the light of sociological theories on culture. Consumption skills, the level of which is determined socio‐economically, and the function of culture for distinction suggest problems and paradoxes for audience development and social inclusion. Discussion on representation in culture, which can work to institutionalise inequality, also leads to a call for a “target‐driven” approach to these areas. This would be fundamentally different from the dominant “product‐led” approach that tries to leave the core product intact whilst making changes in presentation. To become truly inclusive is a most formidable challenge for cultural organisations as it inevitably brings them into a wholesale review of their core products.