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.     

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.     

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.     

Social inclusivity,cultural diversity and online film consumption

It has been argued that the circulation of film online is a “democratising process”, evident in the breadth and depth of international film now available online, and in the greater ease of access to this content for audiences across the world. This is seen by some to present greater commercial opportunities for film-making from countries marginalised by previous distribution networks, and to foster a more globally diverse and inclusive film-viewing culture, with particular benefits for diasporic populations. Others, however, have pointed to the way in which audiences’ engagement with film online may be constrained by the economics and technology of online distribution and cultural competencies rooted in social stratification. These factors may limit how and what audiences watch, extending beyond issues of physical access to those of cultural access. As such, they raise questions regarding the demographic composition of the audience for online methods of film distribution and different types of international film. We lack sufficient understanding of these issues, however, due to the limited emphasis upon socio-demographic variables in existing academic research into online film consumption, and the limited consideration of particular film content in relevant market research. This article uses original audience research to interrogate the extent to which online distribution is able to connect audiences to a diversity of international film in comparison to other methods of distribution. It also considers some of the socio-demographic characteristics of the audiences for different methods of distribution and types of international film. In doing so, the article grants us a clearer understanding of the degree to which online film distribution fosters diversity and inclusivity through the connections it facilitates between audiences and content.     

The work of the audience: visual matrix methodology in museums

ABSTRACT

Visual matrix methodology has been designed for researching cultural imaginaries. It is an image-led, group-based method that creates a “third space” research setting to observe audience groups re-enacting lived experience of an event or process that takes place in the third space of a cultural setting. In this article, the method is described through its use in relation to an art-science exhibition, Human+ Future of the species, where three audience groups with investments in technology worked with exhibition material to achieve a complex ambivalent state of mind regarding technological futures. The visual matrix has been designed to capture the affective and aesthetic quality of audience engagement in third space by showing what audiences do with what is presented to them. We argue that such methodologies are useful for museums as they grapple with their role as sites where citizens not only engage in dialogue with one another but actively re-work their imaginaries of the future.     

Participation and provision in arts & culture – bridging the divide

ABSTRACT

Successive policies and efforts to increase participation in a range of arts and cultural activities have tended to focus on the profile and attitude of individuals and target groups in order justify public – and therefore achieve more equitable – funding. Rationales for such intervention generally reflect the policy and political regime operating in different eras, but widening participation, increasing access and making the subsidised arts more inclusive have been perennial concerns. On the other hand, culture has also been the subject of a supply-led approach to facility provision, whether local amenity-based (“Every Town Should Have One” – Lane, 1979. Arts centres – every town should have one. London: Paul Elek), civic centre or flagship, and this has also mirrored periodic growth in investment through various capital for the arts, municipal expansion, urban regeneration, European regional development and lottery programmes. Research into participation has consequently taken a macro, sociological, “class distinction” approach, including longitudinal national surveys such as Taking Part, Target Group Index, Active People and Time Use Surveys, whilst actual provision is dealt with at the micro, amenity level in terms of its impact and catchment. This article therefore considers how this situation has evolved and the implications for cultural policy, planning and research by critiquing successive surveys of arts attendance and participation and associated arts policy initiatives, including the importance of local facilities such as arts centres, cinemas and libraries. A focus on cultural mapping approaches to accessible cultural amenities reveals important evidence for bridging the divide between cultural participation and provision.     

Review of Scottish Arts Council Report,Taking Part in Scotland 2008

The review looks at the 2008 report by the Scottish Arts Council (SAC) into audience involvement in the arts and culture in Scotland. It notes that the research is part of a continuing attempt by the SAC to map trends in audience participation in the arts, and that the survey often provides an in-depth account of how people spend their leisure time. However, it notes some deficiencies in its remit and questions whether the limitations of the report make it a valuable contribution to the SAC's future direction and policies.     

Using mixed-methods,a data model and a computational ontology in film audience research

ABSTRACT

This paper discusses a methodology that seeks to address one of the challenges in working with a range of data in mixed-methods audience research, which is how to sort, order and categorise different data so that they can be systematically combined and interrogated. The methodology was developed as part of the “Beyond the Multiplex: audiences for specialised films in English regions” (BtM) project. This project required a mixed methods approach using surveys, interviews, focus groups and document analysis to explore the richness of audience experiences and trends in the context of regional film policy. This required a mixed methods approach using surveys, interviews, focus groups and document analysis. The project utilised a data model approach that uses the principles of a computational ontology in order to sort, order and categorise data for systematic interrogation. The paper discusses methods, data, coding, and the use of a data model to support data analysis. We argue that this approach enables the cross referencing of data that provides a rich, multi-layered and relational understanding of film audiences but requires time and attention to data management and coding. Although, additionally it also forms the basis of an open access data resource for future research.     

Authors' Biographies

ABSTRACT

This article critically engages with a contemporary play, Aur Kitne Tukde, staged in the Hindi language in various cities and towns in India and Pakistan, about gendered violence during Partition. It unsettles the master narrative of ‘honour’, ‘martyrdom’, ‘choice’ and women's ‘agency’ on Partition. The article also highlights the significance of the play in breaking the silences around Partition in the theatre, which, as compared with other cultural and literary mediums, reaches out to a larger section of people in unique ways. It underlines how the whole production of the play was a process of traversing and sharing the journey and trauma of Partition not only for the actors but also for the audiences. The article also tries to problematize the whole question of violence and its representation.     

Estimating audiences: sampling in television and radio audience research

Cultural consumption is problematic from a number of different perspectives, but certain responses from producers, regulators and commentators depend on the measurement of consumption according to quantitative and qualitative parameters. The reliability of the data can vary widely, not least because in certain areas consumption is invisible to those who would measure it, and so they must make estimates based on assumptions about methodology and sampling techniques. Whereas in auditoria, turnstiles may quite accurately quantify footfall through the premises, and sale or return inspires high levels of confidence in circulation figures for certain types of publication, broadcasters perform to intangible audiences who can be neither counted nor observed en masse. This article considers the appropriateness of sampling techniques used to produce audience research data for the broadcasting industries, for the programmers and advertisers who need detailed ‘knowledge’ about their audiences. It draws on the contextualization in Cultural Trends 45 (Starkey, 2003), which examined the debate around competing methodologies using either innovatory electronic devices for the measurement of consumption or more traditional human recall. The article raises important questions for those who use sampling techniques in the cultural sector and those who would interpret their data.     

News Consumption Habits of Culturally Diverse Australians in the Digital Era: Implications for Intercultural Relations

It is well-documented that news media (both traditional and social) have a significant impact on intercultural relations in contemporary societies. This paper compares results of two surveys where we asked Australians about their news sources. The study shows that Australian news consumers from diverse cultural backgrounds are alienated from Australian mainstream news media, increasingly relying on online and social media sources for their information. The paper situates this empirical research in the contemporary articulation of uses and gratification theory to understand audiences’ preferred media sources for news and information and the potential implications for intercultural relations in Australia.     

Contesting Popular Dancing and Dance Music in Britain During the 1920s

ABSTRACT

This article examines various reactions to new forms of dance music and dance in Britain during the 1920s. It shows how these new cultural forms were part of broader social and economic changes, and notes how they are seen to represent a considerable break with previous cultural forms. In particular, such changes have been seen as symbolic of the widespread ‘Americanization’ of British culture. This article questions the degree to which this was true. It thus examines attempts by ‘professionals' to fashion ‘British’ versions of both dance music and social dances. In addition, it examines how audiences resisted and exacerbated these developments.     

A possible teleology of cultural sector data in England

ABSTRACT

In March 2019, Arts Council England (ACE), an official statistics producer, started collecting a new set of data from its National Portfolio Organisations intended to reveal whether those organizations’ intentions correlate with the perceptions of their peers and audiences. In a world dominated by quantitative data, the Impact and Insight Toolkit addresses a perceived lacuna and marks a substantial investment in qualitative metrics. ACE also expects it to address a number of other concerns – help organizations self-evaluate, measure their short-term outcomes and advocate more effectively. Indeed, it envisages that an aggregation of the data collected will support the case for sustained public support of the sector. The Toolkit’s launch comes at a time when changes to the UK’s official statistics are encouraged, and policymakers are looking elsewhere to inform their thinking. The campaigning aspect of ACE’s aspirations suggests a model of data collection and analysis distinct from that of official statistics production, valued for its impartiality. This article considers what might happen if the Toolkit, which relates to ACE’s role as a development agency, encourages data to be collected and analysed in order to deliver specific outcomes. It reflects on three visions of cultural sector data from the past 50 years: Toffler’s The Art of Measuring the Arts, DCMS’s Taking Part and ACE’s Impact and Insight Toolkit. These suggest a trajectory of cultural sector data determined by increasing importance being attached to institutional interests, and implies that the future of cultural sector data in England may be determined by how ACE addresses its potentially conflicting interests as an official data provider and development agency. Greater investment in the former would more accurately reveal the arts’ contribution to economic and social development; greater investment in the latter would encourage the teleological development of cultural sector data designed for sectorial advocacy.     

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.     

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.     

Cultural History’s Absent Audience

ABSTRACT

This article reconsiders Peter Mandler’s essay ‘The Problem with Cultural History,’ and the complexities of locating evidence of culture’s impact upon ordinary people, or ‘throw.’ A brief examination of the history of market research and public opinion surveys in the 20th century offers important lessons for the cultural historian faced with locating and interpreting evidence of audience response that is either rarely there, or more disturbingly, rarely meaningful by our current standards of interpretation. Ultimately this paper asks of my fellow cultural historians: Does culture matter as much as we cultural historians want it to?     

Under construction: Towards a framework for cultural value

This article explores, in the context of prevailing discourses around the value of the arts and culture, the reasons why the UK's Arts & Humanities Research Council launched a research project on cultural value and sets out the character of that project. It is concerned with arts and cultural engagement across the commercial, subsidised, amateur, and participatory sectors; embraces the full range of arts and cultural forms; and seeks to reach beyond dichotomies such as intrinsic and instrumental, high and low art, quantitative and qualitative evaluation, and public and private experiences. The article explains the project's thinking around the components of cultural value and the methodologies for evidencing them, and highlights some of the key research being funded.     

Journalism and Feminist Cultural Studies: Retrieving the Missing Citizen Lost in the Female Audience

This article explores the relations between journalism and feminist cultural studies to underscore the crucial importance of studying forms of popular knowledge that claim to foster citizenship among audiences. The article begins by examining the history of feminist cultural studies scholars' sustained interest in feminine genres of popular culture rather than journalism. Crossing over to the other side, I then outline some of the reasons for journalism's early resistance to cultural studies and trace new developments that suggest the growing acceptance of cultural studies within the institutional apparatus of journalism. As a case study, news magazines' representations of globalization illustrate the distinct ways in which journalism employs discourses of gender to produce hegemonic ideas of modernity, prosperity, and achievement for global reading publics. Finally, the article points to new directions for international audience research in the arena of globalization, gender, and journalism.     

Bollywood in Manila: the spectre of moral comparisons

ABSTRACT

This article explores inter-Asian media reception using the example of Bollywood films and the setting of Metro Manila in the Philippines. Drawing upon a series of interviews and focus groups with both the existing audience and “unexposed” viewers from the “mainstream,” this study takes an interest in how audiences establish the “common ground” that allows them to decode Bollywood narratives. By rescaling the dynamics of inter-cultural media exchange from geopolitical competition down to the grassroots experience of ordinary people, this article demonstrates how Bollywood films provide the basis for imaginative comparisons that open up everyday affinities based on shared economic situations and moral dilemmas. Developing the further intuition that the comparative aspects of global imagination are felt as much as considered, this article seeks to demonstrate how the melodramatic form of Bollywood generates emotional responses that inculcate empathy and an ethic of care. Our larger purpose is twofold: firstly, to explore the potentials of inter-cultural exchange between two societies on opposite sides of “Asia” and, secondly, to encourage reflection upon the ways that mediation facilitates the comparative functions of the global imagination in everyday experience.     

Bursting paradigms: a colour wheel of practice-research

ABSTRACT

In this article, I question practice as a research paradigm by exploring its position in relation to non-positivist qualitative methodologies. Frayling’s [1994. Research in art and design. Royal College of Art Research Papers, 1(1), 1993/4] distinctions between research into, through, and as (for) practice are expanded to explore overlaps between these approaches. I argue for the need to understand the nuances of different epistemologies and ontologies that underpin diverse disciplinary approaches to practice-research. This is done through an analysis of a selection of Arts and Humanities Research Council (AHRC)-funded projects to find out how they are using and/or embedding practice in the research process. The resulting Colour Wheel of Practice-Research illustrates a spectrum of positions of practice in relation to research, suggesting existing research paradigms are bursting at the seams and that the “disciplinary matrix” of practice might offers other ways of knowing. The reason I have chosen to focus primarily on AHRC-funded projects is because it explicitly states its support of “practice-led research” and that it “remains dedicated to this area of research”. This article aims to add to knowledge of how and why practice-research is of continuing interest to research councils, universities, and those identifying as practice-based/led researchers.