AUDIENCE DEVELOPMENT AND OTHER MYSTERIOS MACHINES

Mikser House, April 8th 2017

As a part of its educational program, Creative Mentorship organized an open lecture focused on the topic of audience development, not only as a toolbox for cultural managers, but also a practice for articulating social relations and transforming cultural institutions and organizations. The lecture and a workshop for mentees which was held afterwards, challenged some of the key thesis of different “good practices” of programs and policies of audience development.

What the hell is audience development and why everyone talks about it so much?
When and how did the audience become the “unknown other” which we are supposed to research and develop?
Why is it important that we understand it?
Why is “audience development” replaced earlier practice and what that brings?
Why many programs of “audience development” have no any long term effect and why no one cares?

Short biography of the lecturer
Goran Tomka, PhD is a researcher, trainer and lecturer in the field of cultural policy, cultural studies and cultural management. He teaches at the Faculty for Sports and Turism in Novi Sad as well as at the UNESCO Chair for Cultural Policy and Management at the University of Arts in Belgrade. He has been guest lecturer at the University of Lion (FR) and Fort Collins (USA). In his researches he has been focused on the discourses of the audience, policies of creative industries, challenges of intercultural dialogue and policies of cultural diversity. He is one of few local experts engaged by COMPENDIUM of CULTURAL POLICIES AND TRENDS IN EUROPE as well as co-author of the Cultural Development Strategy of the City of Novi Sad. Besides researching, he regularly holds workshops, seminars and lectures on cultural and media management, especially on the topic of audience development. Last year, key European theatrical association IETM published his manual for researching and developing audience: “Audience Explorations – Guidebook for hopefully seeking the audience”.

This event included an open lecture for everyone interested in the topic, which was promoted via Facebook event and for which was necessary to apply via online form.

Photo album has been published on the Facebook page of Creative Mentorship.