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This subject examines audience development and retention in arts and cultural activities through a variety of professional techniques including programming and content analysis, analysis of existing and lapsed audiences, and methods for researching arts audiences. Lectures and seminars will address a range of themes underpinning audience research and development. These include research into attitudes to the arts, economic and social trends that impact attendance at arts events, and the relationships that audiences establish with artworks and performances.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- differentiate communication practices in a range of arts industry contexts;
- investigate the effectiveness of different media;
- critique the influence of socio-economic and cultural trends on promotion strategies;
- judge specific communications theory and models and argue whether they are relevant to arts and cultural activity; and
- formulate an integrated communication plan.
At the completion of this subject, students should gain the following generic skills:
- be able to demonstrate advanced communication skills and ability to work successfully with peers;
- be able to access a broad range of resource material and appropriate professional and governmental agencies;
- be able to demonstrate creative thinking;
- be able to conceptualise and design projects; and
- be able to demonstrate leadership and teamwork.
Last updated: 2 December 2019