Centring Audiences: What Is the Value of Audience Mapping for Influencing Public Engagement with Cultural Heritage?

Abstract

ABSTRACT Inherent biases, barriers to participation and other risks of exclusion thwart the UK cultural heritage sector’s capacity to benefit all citizens equally. However, growing evidence bases – from local audits to regional insight reports to national censuses – ostensibly make it possible to identify these biases and risks in increasingly fine-grained ways, and from there to design programmes to engage individuals who might not otherwise participate in the historic environment. In this paper, we assess the efficacy of ‘audience mapping’ for supporting the inclusion of specific, underrepresented audiences in UK cultural heritage. The audience mapping methodology we applied in the Towards a National Collection project Unpath’d Waters (UNPATH) offers a case study. Sixty datasets (including audience interviews, web analytics, observations, etc.) from 18 organisations catering to maritime heritage were compared to support the project in reaching three audiences: visually impaired people, cross-disciplinary researchers and non-coastal communities. We review our method and its outcomes, then position our learnings against other audience mappings conducted by the Museum of London Archaeology for commercial clients. Like all audience methodologies, mapping has problematic dimensions that can heighten rather than halt inequities. We consider how to adapt approaches (e.g. to surveying, consulting and ‘profiling’ people) to sensitively respond.