Leading or avoiding change: the problem of audience diversification for arts organisations

Abstract

ABSTRACT Despite years of concern and various attempts to address the issue, arts audiences remain persistently white, educated, middle class and middle-aged. The homogenous profile of arts attenders undermines the public value of subsidised arts organisations, arguably calling into question the creative vibrancy of the sector and threatening its sustainability. Diversifying audiences have traditionally been the role of audience development programs. However, a recent shift has brought attention to the influence of organisational practice whereby the lack of audience diversity may be evidence of implicit cultural policy within arts organisations which restricts practices that would result in changes to the profile of audiences. Drawing on two case studies, it identifies a spectrum of approaches to the organisational changes required to diversify audiences. Our organisational study identifies the current strengths and weaknesses of arts organisations in relation to audience diversification processes, highlighting opportunities for future cultural policy at both a government and institutional level.