Empowering Audiences, Reimagining Culture


24 sep. 2019, 11:00 — 16:30


Gulbenkian , Lisboa

Adeste+ er et storskala publikumsutviklings-prosjekt med institusjoner og kunnskapsmiljøer fra hele Europa som deltakere. På den årlige sommerskolen, som i år finner sted i Lisboa, skal NPUs Ingrid Handeland holde en heldags masterclass i å lytte til publikum.  "Listening to Audiences" er den oppgitte tittelen. 

Masterclass : Listening to Audiences

When you ask someone from inside of a typical western cultural institution in crisis to imagine their existing and potential audiences, they sometimes picture them as a huge and grey mass of strangers with few and all too familiar faces in the front. For many audience developers like us, the ultimate audience idyll is a large audience sharing magical moments at a great concert or festival. But to be honest; how often does that happen inside arts institutions? Is it even recognised by heads of arts institutions in general to create big-format shared experiences?

Nordic cultural policy focuses on democratisation of culture and the ideal cultural institution functions as an important common ground for shared experiences. They are asked by the government to survey their audiences and work on audience development. Thats one of the main reasons why they become members of audiences Norway. We specialize in audience insight and strategies for audience development. 

When heads of institutions are gathered to talk about audience development they soon start imagining personas with the faces of typical policy-audiences, ie; people with immigration-background, disabled people, older people with physical or mental barriers to participation, or even schoolchildren and youth; stereotypes that echoes the way politicians and bureaucrats thinks around audience development from a societal angle. Audience engagement - I would argue - is something different. 

Audience engagement for the arts has to do with the understanding of cultural habits, tastes and preferences, unevenly distributed among people who appear as belonging to the same segment based on age, skin colour and clothing. In this part of the program you are invited to share the way you imagine your audiences, and together we will explore how we can work to get behind the stereotypes by listening and understanding what makes audiences respond, grow and come back for more. 

Facilitator: Niels Riegholt

Adeste+ Summer School

The Gulbenkian Foundation - Portugal, one of the partner of the European Project ADESTE+, is organising the first ADESTE + Summer School, together with Mapa das Ideias, the other Portuguese partner of the Project. 

The ADESTE + Summer School will take place in Lisbon, September 23rd. to 27, and will be dedicated to the theme Empowering Audiences, Reimagining Culture, and we would like to invite you to participate as a lecturer, sharing your experience and knowledge.

ADESTE + is a large-scale European cooperation project co-funded by the Creative Europe Programme of the European Union aimed at expanding cultural participation. 15 partners in 11 cities of 7 European countries will work together for four years to bring the public to the centre of cultural organizations. Among the partners, many theatres, but also museums and multidisciplinary arts and knowledge centres, we believe that increasing cultural participation is a crucial challenge for an inclusive and open European society. 

The Summer School is a major event, and our goal is to make it a landmark in the European cultural professionals' scene, with two participation formats: the 5-day summer school with more or less 120 participants, that overlaps with an open 2-day conference.