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.     

Global engineering teams – a programme promoting teamwork in engineering design and manufacturing

Engineering graduates are expected to possess various competencies categorised into hard and soft skills. The hard skills are acquired through specific coursework, but the soft skills are often treated perfunctorily. Global Engineering Teams (GET) is a programme that promotes project-oriented tasks in virtual student teams working in collaboration with industry partners. Teamwork is a major success factor for GET as students always work in groups of varying sizes. A questionnaire-based survey of the 2008 cohort of GET students was conducted to assess teamwork, communication and conflict resolution among group members. The results confirmed that deliverables are readily achieved in teams and communication was open. A challenge of using virtual teams is the availability of high-speed Internet access. The GET programme shows that it is possible to deliver engineering design and manufacturing via industry/university collaboration. The programme also facilitates multidisciplinary teamwork at an international level.     

Brazilian adolescents' prosocial moral judgment and behavior: relations to sympathy, perspective taking, gender-role orientation, and demographic characteristics

The goal of this study was to examine demographic and individual difference variables that predict level of prosocial moral judgment and self-reported prosocial behavior and to test mediating or moderating relations among predictors. The relations of prosocial moral reasoning and self-reported prosocial behavior to perspective taking, sympathy, age, sociometric status, and gender-role orientation were examined with a sample of 149 Brazilian adolescents who completed a series of questionnaire measures. Prosocial moral judgment was expected to be predicted by both sympathy and perspective taking, whereas sympathy or prosocial moral judgment was expected to mediate the relations of femininity and perspective taking to prosocial behavior. Self-reported perspective taking and sympathy interacted when predicting prosocial moral judgment; adolescents who were high in either sympathy or perspective taking (or both) scored high in prosocial moral reasoning. A feminine orientation predicted sympathy and perspective taking, perspective taking predicted prosocial moral reasoning and sympathy, and sympathy had both direct and indirect paths (through moral judgment) to prosocial behavior. The findings generally were consistent with the contention that both the tendency to take others' perspectives and to sympathize are related to level of prosocial moral reasoning, which in turn motivates prosocial behavior. Moreover, patterns of correlations among variables were similar to those found in the United States.     

Effortful Control Predicts Adolescent Antisocial‐Aggressive Behaviors and Depressive Symptoms: Co‐Occurrence and Moderation by Impulsivity

Effortful control is associated with fewer aggressive‐antisocial behaviors (AAB) and depressive symptoms (DEP), but impulsivity may moderate these relations. However, few researchers have considered the effects of AAB‐DEP co‐occurrence. A multi‐informant, multimethod approach assessed 5‐ to 10‐year‐olds’ effortful control and impulsivity and, 5–6 years later, their AAB and DEP (N = 474). Participants were non‐Hispanic Caucasian (59.2%) or Hispanic (27.9%) from a Southwestern U.S. metropolitan area. Low effortful control predicted pure AAB. Low effortful control and low impulsivity predicted pure DEP and co‐occurring AAB‐DEP. An effortful Control × Impulsivity × Age interaction predicted pure AAB and co‐occurring AAB‐DEP. For older adolescents, lower effortful control predicted more symptoms only at average and high impulsivity. Results highlight multiple pathways to pure DEP versus pure AAB or co‐occurring AAB‐DEP.     

The relations of parenting,effortful control,and ego control to children's emotional expressivity

The relations of observed parental warmth and positive expressivity and children's effortful control and ego control with children's high versus low emotional expressivity were examined in a 2-wave study of 180 children (M age = 112.8 months). There were quadratic relations between adults' reports of children's emotional expressivity and effortful control; moderate expressivity was associated with high effortful control. Structural equation models supported the hypothesis that children's ego overcontrol (versus undercontrol) mediated the relation between parental warmth or positive expressivity and children's emotional expressivity, although parenting at the follow-up did not uniquely predict in children's expressivity after controlling for the relations in these constructs over time. The alternative hypothesis that children's ego overcontrol elicited positive parenting and expressivity also was supported.     

Reading disorders: Strategies for recognition and management

Conclusion My emphasis on linguistic factors and sense of competence as exciting areas for clinical research reflects personal interest and in no way is intended to demean paradigms based on information processing or hemispheric specialization, which are equally promising models. Indeed, I would hope a number of models would be pursued in parallel, best of all in the same patients so that we might better establish whether they cluster together or identify diverse groups. There will, of course, be practical limits, both to the competence of any team of examiners and to the durability of any group of subjects in tolerating extended test sessions. In my view, the most meaningful research will be tied to clinical trials of the remedial methods suggested by research findings, first in the hope of benefitting the child, second in order to provide a further test of hypotheses. There is no other way of beginning the task of developing new linguistic and psychological assessment tools than by exploring their utility with clinical and control groups. But once reliable and valid methods are at hand, it is essential that they be employed epidemiologically and longitudinally on stratified samples of a school population reappraised at appropriate intervals. Referred patients and cross-sectional studies simply will not suffice to provide a valid analysis of the distribution of reading problems, of their natural history, and of their response to remediation. It is high time that we began to think in these terms and to pool efforts to make such studies possible. Presented at the 29th Annual Conference of the Orton Society, Minneapolis, November 1978.