The term ‘audience development’ appeared in cultural policy debates in the 1990s, originally in the UK. Since then, it has become a dominant way of describing attempts by cultural institutions, organisations, and policymakers to make arts, culture, and heritage accessible to the widest range of citizens across Europe. Audience development describes activities undertaken to attract, support, and engage audiences within the work of cultural organisations and make their programmes and activities accessible and desirable. It is entwined with a whole range of other practices within the field of culture, like marketing, social inclusion, cultural mediation, intercultural dialogue, and participatory arts. Since it is used widely and in many different cultural settings, the meaning and practice of audience development can differ widely. Nevertheless, it is hard to find a policymaking body in Europe today that is not actively promoting and supporting audience development.
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Henry Jenkins - The New Audience
Heather Maitland - Top Tips for Audience Development
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