Interkulturelles Audience Development Als Marketingstrategie Und Veränderungsprozess Öffentlich Geförderter Kulturinstitutionen

Audience development: a cross-national comparison

“…In relation to the three approaches exposed in the theoretical framework, a greater influence from the cultural marketing perspective was confirmed (Colbert and Cuadrado, 2003, 2012; Hill et al, 2000; Kotler and Kotler, 2001; Kotler and Scheff, 2004) in the Northern countries, especially in the UK, as opposed to the Southern countries. However, the Northern countries recognise that although cultural marketing is part of the origins of audience development, it is necessary to transcend this approach to incorporate a wider social perspective (Borwick, 2012; Mandel, 2013; Walker-Kuhne, 2005). On the other hand, in Italy and Spain, cultural marketing does not enjoy such a long tradition, and the origin of audience development is grounded on a predominantly social approach related to access to culture.…”

“…The phenomenon of immigration has highlighted the issue of cultural diversity; thus, cultural organisations have started to increasingly consider how to integrate these new communities (Borwick, 2012; Contemporánea, 2013) and discussion has emerged on the influence of terms such as multiculturalism or interculturalism on cultural policies (Bodo and Cifarelli, 2006). Mandel (2013) coined the concept of intercultural audience development, considering that the challenge is not only to attract audiences or visitors of migrant origin, but also to allow the institution to become permeable to such audiences and to undergo a process of change in order to become a true meeting point for different social groups.…”