Arts audience segmentation: data,profiles, segments and biographies

ABSTRACT

This article critically examines how segmentation is used to identify, understand and engage arts audiences. Policy reports and academic publications are reviewed to establish the priorities of arts policymakers and practitioners for understanding arts audiences and their continued focus on audience data and segmentation. This article then makes two contributions. Firstly, critical perspectives on the use of data for audience profiling are applied to arts audience segmentation. Secondly, research using biographical methods is introduced as a new approach for critically evaluating arts audience segmentation. This research, employing biographical methods, shows the exploration and negotiation of audience identity positions. This article takes these insights to critically examine the implications of how profiles and segments are used to define and understand audiences for the arts. The conclusion addresses the implications of segmentation in terms of the design and communication of cultural experiences, the complexities of aligning audiences’ identities with segments, and the seemingly inevitability of exclusion. This article will be of relevance in the scholarly study of arts audiences and for arts and cultural organisations and policymakers in reflecting on the implications of quantitative and qualitative approaches in designing and undertaking audience research.     

Re-envisioning media literacy education as feminist arts-activism

ABSTRACT

This project interrogates the premises of media literacy education – the predominant approach to equipping K-12 students to navigate the contemporary media environment – by moving it beyond teaching students to critique commercial media toward undermining ideological messages about health, violence, race, and gender embedded in media discourses. This participatory programme evaluation uses mixed-methods to assess the effectiveness of an alternative, performing arts education-based approach to media literacy called The Girl Project (TGP), a feminist artist-activist programme based at a non-profit community theatre in Versailles, Kentucky. The 12–18 high school-aged girls who participate in TGP every year are engaged in workshops by guest artists from around the nation to express what they think is important for their audiences to understand about their lived experiences as girls in a conservative sociopolitical environment.

The project employed “youth-adult partnership model” to programme evaluation that involved working with programme alumni as co-researchers to evaluate TGP 2017. In June 2017, a team of eight co-researchers comprising alumni from the 2014, 2015, and 2016 classes met to develop evaluation questions and make data collection decisions. Data collection included surveys and interviews conducted pre- and post-programme with participants, field notes of the co-researchers’ observations of workshops and rehearsals, and feedback from guest artists and audience members. The team met again in January 2018 to collaboratively analyse how the data answered their evaluation questions. The survey data allowed us to see that girls’ statistical scores on mental health and body confidence measurements significantly improved after their participation in TGP, meaning that girls are less vulnerable to depression, anxiety, and eating disorders. In talking with participants and audience members, we learned that TGP participation increases girls’ self-confidence and ability to set boundaries in friendships, family relationships, and romantic relationships.     

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

ABSTRACT

Arts managers frequently use customer relationship management systems to identify early and late ticket bookers, but to date there has been no comparable investigation of spontaneity and planning through qualitative academic audience research. This paper combines two radically different datasets to draw new insights into booking patterns of audiences for contemporary arts events. Quantitative data from Audience Finder has been analysed to look for trends in early and late booking amongst audiences for contemporary art forms. Qualitative data has been drawn from the Understanding Audiences for the Contemporary Arts study, which used in-depth individual interviews to investigate the contemporary arts attendance of audience members in four UK cities. Interpretative Phenomenological Analysis was then used to draw out insights about where the purchasing point sits within the longer decision to attend. Following a review of marketing and audience research literature on the decision to attend, we present the findings from each of these analyses, looking at moments where they confirm, supplement, contradict, or say something completely outside the remit of the other dataset. We show how the timescale of the decision to attend is influenced by (1) art form conventions and price, (2) geographical region and availability of the arts, (3) attending arts events with companions, and (4) personal preference for planning or spontaneously choosing activities. We end by suggesting a new three-part model for understanding booking patterns, and considering how these insights might be acted upon by arts organisations.     

A picture of the contemporary combined arts festival landscape

The last 10–15 years has seen the rapid growth of festivals in Britain and overseas. This article examines the current situation of combined arts festivals in the UK in an effort to understand what the British festival environment looks like in the early years of the new millennium. A number of questions present themselves regarding the history and development of the current festival structure, the number of festivals, their size, distribution, audiences, geographical locations, programming content, duration, seasonality, influences, objectives, future plans and so forth. Combined arts festivals are defined as those containing more than one genre of arts, e.g., Edinburgh International Festival. Research methods include a survey questionnaire sent to 117 UK combined arts festivals (56 per cent response rate) to discern audience demographics, programming history, funding and future plans. In-depth interviews were also conducted with festival organizers. Based on survey data, it is argued that a homogeneous combined arts festival “type” is developing and replicating across the country. This argument is supported by the similarity in programming choices and festival format of a majority of the festivals surveyed. One of the main reasons for the increasing formulaic approach to festival programming and design is the increasing competition for funding as public and private funding sources expect combined arts festivals to achieve socio-economic targets and become more sustainable from one year to the next. This can be seen to be contributing to the increasing professionalism of combined arts festival organization, which has resulted in the majority of combined arts festival directors favouring “safe” content options that emulate the successes of several large, long-established festivals. Such an approach has had detrimental effects on the creativity of the arts festival landscape on the whole and may also be altering the symbolic meanings of festivals for communities and places.     

Big Data and structural organisation in major arts bodies: an evolving ethnographic method

ABSTRACT

This article addresses the use and impact of the so-called Big Data on arts organisations. The article argues that arts bodies have been slower than some business sectors to enter the data sphere and to contribute to the key debates even though many arts organisations have been developing data systems as a means of responding to the demands of funding bodies for more concrete measurement of impact. The article tests this hypothesis by examining the outcomes of a major NESTA/ACE/AHRC-funded project which applied ethnographic method to analyse the use of data by three major arts bodies operating in London, a project which built on the arguments forwarded in a previous NESTA document, Counting what counts (NESTA 2013). The project, managed by the Audience Agency, on which the present author was principal researcher, was delivered over 12 months from August 2014 to August 2015. The article outlines the methodology, and highlights the emergence of a new ethnographic form, “thick data” grounded in data theory and practice. This form is then used to illuminate some of the practices used by large arts organisations to handle audience data, and to develop inclusive and comprehensive future programming strategies. A range of embedded practices are discussed and examined illustrating the various strategies used by the partner organisations to address key data issues and problems. From this detailed analysis, the article then outlines a number of models for the organisation of data within arts institutions.     

The Golden Age of the Arts? Taking Part Survey Findings on Older People and the Arts

The UK has an ageing population, and this trend is likely to continue. This article uses data from a new survey called ‘Taking Part’ to analyse patterns of arts engagement among older people (defined as those aged 55 and over) and the reasons for and barriers to older people engaging with the arts. While levels of engagement generally decline among older groups, those aged 55–74 make up a substantial part of the audience for a number of arts events including classical music, opera and craft exhibitions. Indeed, the analysis shows that the 55–64 age cohort is among the most actively involved with the arts. Adults in older age groups also engage with the arts, participating in a range of activities including crafts, reading and watching arts programmes on TV. When analysed further, socio-demographic factors including gender, disability status and socio-economic status emerge as important predictors of arts engagement among older people. Data on motivations and attitudes show that older people engage in the arts for enjoyment, relaxation, to see a specific performer or event and for a sense of a social occasion. In terms of barriers to arts engagement, time is less of an issue for older people, while the impact of poor health (particularly among people with a limiting disability) and the lack of social networks and transport is intensified among older age groups. The article closes with a consideration of the implications for arts engagement among older people of a number of projected future trends, including continuing population ageing and increasing average number of years spent in poor health, increasing Internet use, the narrowing of gender inequalities in life expectancy, the growth in ethnic minority representation among older people and pension reform.     

Minding the gap: Elucidating the disconnect between arts participation metrics and arts engagement within immigrant communities

A growing gap between national metrics of arts participation and the many, evolving ways in which people participate in artistic and aesthetic activities limits the degree to which such data can usefully inform policy decisions. The National Endowment for the Arts’ Survey of Public Participation in the Arts (SPPA) is the primary source of arts participation data in the USA, but this instrument inadequately evaluates how members of minority and immigrant communities participate in the arts. As the USA nears a historic demographic shift to being a majority–minority nation – non-Hispanic White individuals will no longer be a demographic majority by about 2041 – obtaining more accurate measures of artistic activities that are meaningful to a more diverse population will be of increasing importance for public policy-making. To better understand the extent to which the SPPA's questions capture the range of artistic activities engaged in by members of immigrant communities, we cognitively tested a subset of the survey's questions with Chinese immigrants to the USA as a pilot case. We found that interviewees participate in a range of culturally specific and non-culturally specific arts activities that they did not report in response to the survey's questions. In this article, we draw upon these interviews to discuss the reasons underpinning the gap and suggest implications for updating research tools and future research. A better understanding of the gap between measured and actual “arts participation” will lead to improved measures and information to support artistic expression and arts more reflective of contemporary society.     

Challenges of cultural industry knowledge exchange in live performance audience research

ABSTRACT

With live performance audience research frequently relying on cultural organisations to facilitate access to their audiences, this article addresses the issues involved in evidencing spectators’ responses via discursive methodologies. Recalling a series of empirical projects conducted over the past ten years with a range of theatre practitioners, it examines the conflicts involved in carrying out scholarly studies of audience reception against cultural organisations’ pressures to produce their own ongoing audience evaluations. Examining key concerns about audience research raised by creative practitioners in varying theatrical contexts, from site-specific to building-based work, it addresses the difficulties of understanding live performance reception and aesthetic experience via impact frameworks. It begins by situating these three operations in the context of Knowledge Exchange (KE) between academics within Higher Education Institutions (HEIs) and those in the creative industry sector.     

Public participation in the arts in the United States: Summary of the national endowment for the arts 1997 survey

The 1997 Survey of Public Participation in the Arts examines the extent to which adult Americans throughout the US participate in the arts ‐ by attending live events and exhibitions, listening to and watching broadcast or recorded arts programmes, as well as personally performing or creating art themselves.

Respondents indicate that 35 per cent of American adults visited an art museum or gallery at least once in 1997. Other popular activities included attending ‘musical plays’ (25 per cent), non‐musical plays and classical music (both 16 per cent). Twelve per cent of the populated went to performances of jazz and dance other than ballet. Reading literature and visiting a historic park or an arts/crafts fair also had high participation rates ‐ the former, 63 per cent, and the latter two, about 47 per cent.

The chapter is divided into eight sections. The first three sections describe total participation, rates of participation, and participation by demographic group for each arts activity by types of participation: attendance at live events, participation through media, and active participation. The fourth section is devoted to socialisation, the amount of education and exposure to the arts. The fifth compares participation rates for the arts and other leisure activities. The sixth section focuses on music preferences, and the seventh on the geographical distribution of participation in the arts. The final section presents a summary and conclusions. Appendices to the report provide background and history of the survey, details of its methodology and analysis, and the questions asked in the survey.     

Evaluating a university’s investment in arts programming on student arts participation

ABSTRACT

An individual’s level of education has the strongest relationship with his or her arts participation. What is unclear, however, is why high-educated individuals are more likely to participate in the arts. Economic models indicate that price, income, and background are relevant to attendance, but the role these factors play among high-educated groups, like college students, remains underexplored. This study sheds light on what makes college students more likely to participate in the arts by evaluating a university’s investment in arts programming on campus. We analyse data from an experiment in which a university made substantial investments in arts programming largely centred on increasing access to the arts by providing more free programmes. Using pre- and post-intervention survey data, we analyse changes in students’ reported level of arts participation and barriers to arts involvement. The results from our analyses show that background, such as familiarity and experience in the arts, is the strongest predictor of increased arts participation among college students when prices are reduced.     

Arts and Economic Prosperity III: a review

Americans for the Arts published Arts & Economic Prosperity III: The Economic Impact of Nonprofit Arts and Culture Organizations and Their Audiences in May 2007. Americans for the Arts is a non-profit organization in the USA that aims to advance the arts by creating opportunities for all Americans to participate in and appreciate the arts. This is the third economic impact study of the sector undertaken by Americans for the Arts, the first two studied activity in 1992 and 2000 respectively. This review examines the wealth of data made available and the claims made for the economic impact of the non-profit arts and culture sector in the USA. The Arts & Economic Prosperity study concluded that the non-profit arts and culture industry generated $166.2 billion of economic activity and supported 5.7 million full-time equivalent jobs in the USA. The review raises concerns about the methodologies employed to both capture and interpret the data, in particular the reliance on gross figures rather than net flows and the lack of consideration of opportunity cost. In conclusion, it questions the degree of utility of the study given its heavy promotion as a tool for advocacy by Americans for the Arts.     

Understanding arts audiences: existing data and what it tells us

Increasing public engagement with the arts is a core part of Arts Council England's mission. It is also a key objective of the Department of Culture, Media and Sport. The need for evidence based policy in this area has led to the production of a number of new data sources, including the commissioning of the Taking Part survey, an in-depth survey of how people in England attend and participate in the arts, and the “arts debate”, a wide-reaching programme of qualitative research and consultation into people's attitudes to the arts and their funding. This article examines the benefits and pitfalls of the different kinds of data available, and what these new sources of evidence add to policy makers' understanding of how people engage with the arts in England. In particular, it explores how findings from the arts debate complement and build on the quantitative findings from Taking Part, and what implications this has for future research priorities.     

Measuring the value of theatre for Tyneside audiences

What values do theatre and dance hold for audience members? And how do these values differ between subsidised, amateur, and commercial performance? This paper addresses these questions through a survey of over 1800 spectators for theatre and dance in Tyneside in northeastern England, as well as a parallel set of focus groups, in the spring of 2014. These methods, which are designed for comprehensiveness and comparability, are being used across Europe by the Project on European Theatre Systems, a working group of theatre sociologists. Our research showed two sets of values which performances achieved; one was a common measure of performance quality, while the other described the values particular to subsidised work. This allows us to articulate both the general value of the arts and the particular values which subsidy (attempts to) facilitate. This has implications for both understandings of cultural value and for cultural policy, as the distinction between the two groups was not clean. We also found that amateur theatre participated in the same value system, but with an increased emphasis on loyalty and community cohesion. The paper concludes a methodological reflection on the use of quantitative methods in theatre studies.     

Asia in the 50th Venice Biennale of Art 2003

The 50th Venice Biennale of Art 2003 took the theme of ‘Dreams and Conflicts: the Dictatorship of the Viewer’, a theme that was said to reflect the difficulties of presenting art to diverse global audiences, with their own very different points‐of‐view. As an event, the Biennale has two tracks, one features works specially curated for the event, without necessarily any reference to place of residence of artists; the second track is specifically state‐based, where state art establishments present the work of ‘their’ artists in dedicated spaces, or even specially‐built permanent pavilions. This essay is structured as an art review, a statement of relative success or failure of aesthetic projects, mixing journalist convention, some light exegesis and purely subjective personal comment. Such review essays are relatively uncritical of the very frame of viewing and judging, and rarely make very clear the scale against which projects are measured. In this case, the main criteria for such ranking of the national pavilions was how they balanced the sort of self‐awareness that art in the early 21st century seems to require, against the implied aims of state promotion, and a sensitivity to styles or flavours of work prevailing in the world of the major Euro‐American arts institutions. This article goes on to consider several other artists and entries, and notes that few works were site‐specific to ‘Venice, Italy’, (as opposed to ‘place where important Biennale is held’). One exception was Fred Wilson’s work in the US pavilion. Work by practitioners based in Asia was reasonably well‐represented in the curated sections of Venice, particularly through the show orchestrated by Hou Hanru, a China‐educated curator who has made his career in Paris since 1990. While individual curators are able to move in circuits between Asia and Europe or North America, it is unclear how art circuits in various Asian territories will continue to interact with the larger Biennale circuit, and indeed the international commercial art market. Clearly the ‘national’ approach still has some momentum, and we can expect curators and state arts organizations to become more nuanced in their presentation.     

Objectives of arts funding agencies often do not map well on to societal benefits

The paper addresses in some detail the possible societal benefits of state expenditure on the arts, as opposed to the intrinsic or personal benefits. Three broad categories of societal benefit are posited, namely identity and social cohesion, experimental/innovative work and economic spill-over effects. The goals/objectives of the key funding agencies in Australia, England, Ireland and New Zealand are then examined, with a view to ascertaining to what extent they map on to societal benefits. The goal of equal access for all to the arts in particular is questioned. The paper concludes by addressing the issue of how evidence can, it at all, be provided for the existence of societal benefits from public funding of the arts.     

The arts,Bohemian scenes,and income

ABSTRACT

Where and how does arts activity drive neighbourhood revitalization? We explore the impact of arts establishments on income in US zip codes, nationally and across quantiles (from four to seven subgroups) of zip codes stratified by disadvantage (based on income and ethnicity/race). We focus on what is new here: how neighbourhood scenes or the mixes of amenities mediate relationships between the arts and income. One dramatic finding is that more bohemian/hip neighbourhoods tend to have less income, contradicting the accounts from Jane Jacobs, Richard Florida and others. Arts and bohemia generate opposing effects, which emerge if we study not a few cases like Greenwich Village, but use more careful measures and larger number of cases. Some arts factors that distinctly influence neighbourhood income include the number of arts establishments; type and range of arts establishments; levels of disadvantage in a neighbourhood; and specific pre­ and co­existing neighbourhood amenities. Rock, gospel and house music appeal to distinct audiences. Our discussion connects this vitalizing role for arts activity to broader community development dynamics. These overall results challenge the view that the arts simply follow, not drive, wealth, and suggest that arts-led strategies can foster neighbourhood revitalization across a variety of income, ethnic, and other contexts.     

Indicators for arts and cultural policy: A Global perspective

Taking an international view of cultural indicators, this paper is an account of the state of play of indicator development. It reviews the literature on cultural indicators, raising analytical and global coordination issues, and adapts ‘good practice’ ideas from the literature. It is argued that improving cultural indicators is not simply about improving statistical methods: it is also about understanding better the nature of arts activities, improving the articulation of arts policies and considering the complex interrelationships between statistics and policy and the impacts that measurement can have on ‘stakeholders’ in the arts and cultural sectors.     

Arts education partnerships: sources of harmony and dissonance with cultural institutions’ collaborative efforts

ABSTRACT

Due to budget constraints, schools in the United States have increasingly turned to community arts organizations for support. School-community arts partnership stakeholders collaborate because of shared missions to provide students with valuable arts learning experiences. Investigations of these initiatives indicate that these partnerships improve arts learning opportunities and increase public support and resources for arts education. However, not much is known about the experiences and perspectives of the arts organizations that participate in these partnerships. Coordinating collective efforts with a multitude of institutions and interests poses challenges. In this study, we examine survey data collected from arts organization administrators who participated in a large-scale school-community arts partnership initiative. We find that these organizations are generally positive about their impacts on students’ educational outcomes, but there is substantial variation in these views. We also find that organizations differ in their levels of support for these collective efforts. Sources of this variation appear to be attributable to organizations’ preexisting resources and extent to which they are established. While this difference in levels of support is potentially inevitable, we find evidence that the operations handled by the “backbone” organization, i.e. the initiative’s facilitators and overseers, can significantly influence organizations’ levels of support for these efforts. Organizations are more likely to support these collaborative efforts when they believe the backbone organization ensures transparency with initiative operations, provides regular, effective communication, and effectively resolves competing priorities.     

Arts councils,policy-making and “the local”

ABSTRACT

In the British Isles, national policies for the arts are primarily viewed as the responsibility of arts councils with statutory duties to distribute state funding that meet the requirements of both “arms-length” principles and national strategic frameworks. This paper explores the tensions between policy making for the nation-state and for “the local” through comparative research on the arts councils (and equivalent bodies) in Scotland, England and Northern Ireland. Drawing on in-depth qualitative interviews with senior representatives from these organisations, it explores their notions of, responsibilities to and affiliations with “the local”. Findings suggest that despite their different models and relationships to the nation-state, and the disparities in the scale of investment, these national policy bodies commonly rely on networked governance to facilitate their relationship to “the local” which risks reproducing national interests, limiting the localised agency of place-based approaches and contributing to a culture of competition within cultural policy.     

Conceptualizing an East Asian popular culture

Since the 1980s, popular cultural products have criss‐crossed the national borders of East Asian countries, enabling a discursive construction of an ‘East Asian Popular Culture’ as an object of analysis. The present essay is a preliminary attempt to provide some conceptual and analytic shape to this object, delineated by its three constitutive elements of production, distribution and consumption. Each East Asian location participates in different and unequal levels in each of these component processes. Production can either be located entirely in a single geographic location or, alternatively, each of the necessary constituent sub‐processes can be executed from different locations; preference for either arrangement tends to reflect the relative dominance of the production location in exporting its finished products. Consumption and thus consumers are geographically located within cultural spaces in which they are embedded. Meanings and viewing pleasures are generated within the local cultures of specific audience. Conceptually, among the several possible consumption positions, the one in which an audience watches an imported programme is most intriguing. In this viewing position, differences between the cultures of the location of consumption and that of the production location become most apparent. The audience member has to bring his or her own cultural context to bear on the content of the imported product and read it accordingly. In this sense, the cultural product may be said to have crossed a ‘cultural’ boundary, beyond the simple fact of its having been exported/imported into a different location as an economic activity. Such an audience position requires the consumer to transcend his or her grounded nationality to forge abstract identification with the foreign characters on screen, a foreignness that is, in turn, potentially reabsorbed into an idea of (East) ‘Asia’; a potential ‘East Asian identity’, emerging from consumption of popular cultural products, is thus imaginable.