Experiences in Audience Enlargement in the South Tyrol (How to Increase Cultural Consumers in the South Tyrol): Propaedeutics and New Ways of Presenting Art and Culture.
Paper presented at the Fourth International Conference on Cultural Policy Research - iccpr 2006 12-16 July 2006, Vienna, Austria.
Dott. Antonio Lampis
Director of the Department of Italian culture
Abstract: The Paper discusses the process of looking for new audiences and visitors, which the Department for Culture of the Bolzano Province / South Tyrol carried out between 1998 and 2006. The opening of new venues was therefore preceded and accompanied by a massive campaign aimed at making people aware of the uses of culture. A cultural initiative is considered to be successful if it satisfies, at the same time, two, often unmentioned, desires: to learn something while experiencing emotions in a context with a socialising potential.
Various initiatives aimed at an audience increase have been undertaken. Here are three essential lines of intervention:
- QUANTITY of cultural communication;
- METHOD on the splitting up of traditional ways of presentation;
- ASSOCIATIONS focused on mixing cultural and leisure interests.
During this period we (have) witnessed a change in the habits of the local people (residents). There was an evident increase in cultural consumption.
Download the complete document