impactsoailguiaAre you interested in developing and audience-centred approach and you don’t know where to start? If that’s the case, you will probably find this guide based on the findings of our CONNECT research very useful. The document is in Spanish (from page 7) and English (from page 39).
Here you have the abstract. Enjoy!!

Fostering active audience engagement and access to culture is currently a major challenge for the cultural sector, and one which entails reinterpreting the relationship between cultural organisations and the public. In this context, audience development is becoming one of the approaches that carry most weight, as evidenced by support for it from the European Commission.

This briefing is aimed at practitioners working in the cultural industry who are interested in putting audiences at the centre of their work and implementing an audience development approach at their organisations. On the one hand, it should be useful to anyone who is not clear as to what this means, given that the briefing sheds light on the concept of audience development itself and the organisational implications of adopting such an approach. On the other hand, it should also be useful to anyone who has gone beyond that stage and is now thinking of taking practical action. The document thus provides a roadmap that covers various types of strategic, organisational and operational decisions.

At each level of decision-making, a number of recommendations are given to help organisations create and maintain links with current, potential and future audiences.


Tags: Education

Macarena Cuenca y Amaia Makua

Macarena Cuenca-Amigo. Doctora en Ocio y Desarrollo Humano. Profesora en Deusto Business School y miembro del Equipo de Investigación del Instituto de Estudios de Ocio de la Universidad de Deusto. Su principal línea de investigación es el desarrollo de audiencias culturales, tema sobre el cual desarrolló su tesis doctoral, imparte docencia de postgrado en diversas universidades y participa en varios proyectos financiados por la Comisión Europea. Ha publicado en revistas, tales como: Academia Revista Latinoamericana de Administración, Annals of Leisure Research, Arbor, Cuadernos de Gestión, International Review of Social Research, Revista de Psicología del Deporte.

Amaia Makua. I am an optimist and committed person, service oriented and very sociable. I started my professional career in 1998 as an entrepeneur and since then I have always tried to generate new ideas and projects in the different organizations I have worked in. I feel networking at international level is essential nowadays.

As researcher I am specialized in culture, thematic tourism and events. I have developped my PhD thesis on Living Industry Visits in the Basque Country from a tourist perspective. Since 2008 I have got involved in diverse initiatives related to industrial tourism (scientific committee of the 2º, 3º, 4º & 5º European on Industrial Tourism, UNE & ISO quality norms on industrial tourism drafting, constitution of RETI - Red Española de Turismo Industrial...). Since 2011 I participate as a researcher on projects CREAM (Creative Blended Mentoring for Cultural Managers) and ADESTE (Audience DEveloper: Skills and Training in Europe), supported by European Commission.

I also assume the direction of the Master's Degree in Events, Congresses and Fairs Management, and I am directly involved in the search of internship centres, in the coordination of International Relationships and in the teaching of some subjects (Quality Management, Work Orientation...). Since 2014 I am the Coordinator at University of Deusto of the World Leisure Centres of Excellence designed by the World Leisure Organization (WLO)

Another area of increasing interest in my path is the development of persons. I have been a volunteer coach for more than 10 years in the Programme of Coaching for Business Management and Administration Degree of Deusto Business School.


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