Tomka - Audience Explorations
Tomka, G. (2016) Audience Exploarations. Guidebook for hopefully seeking the audience. Brussels: IETM - International Network for Contemporary Performing Arts.
Regularly discussed, largely (ab)used, often misunderstood: the term audience development is undoubtedly a tricky one. Even within the same organisation, each staff member has a different perception of actual (and potential) audiences - and what to do with them. Moreover, many artists and culture professionals consider this term suspiciously, either as policy-makers' jargon or as a synonym for return on investment.
The term audience is used to explain the diverse and complex worlds of so many different people of which very little about is often known. Existing recycled images of audiences are never as rich, confusing, diverse, inspiring and surprising as the real world of people coming for a show.
This IETM publication written by Goran Tomka invites readers to question and deepen your understanding of audience and audience development, and to rethink it in terms of connection with fellow citizens, genuine exchange and 'togetherness'. Refusing to list one-size-fits-all solutions to magically increase your audiences overnight, this text presents a set of 'tools', exercises and suggestions to lead an autonomous exploration of your own (potential) audiences and to better connect with them, according to your own mission and values. Enjoy a refreshing read that will give you not only valuable practical tools, but also new motivations to engage with your audiences.
Goran Tomka “Audience Exploarations. Guidebook for hopefully seeking the audience”