Abstract
In order to survive or adapt to new tendencies, cultural organisations must enhance audience engagement. This article proposes a new look at the concept of audience engagement from an integral point of view evaluating and analysing it by means of the conception of a map. The prototype of mapping audience engagement tools created in this article can help cultural organisations to effectively measure and evaluate actions in order to coordinate and select effective audience engagement tools. The empirical part of the article introduces a study of 18 Kaunas City (Lithuania) cultural organisations which reveals that organisations mostly focus on online activities, especially in the categories of accessibility and cognition, and there is a lack of collective development and more active audience engagement in programme development as well as promotion of discussions and original additional context.
Highlights
For both commercial and non-profit cultural organisations efficiency of management processes has become important in terms of art quality
(Fig. 2) we present the prototype of audience engagement tool mapping that reflects categorised, generalised and most frequently named tools that promote audience engagement in scientific literature based on the conception used in the article
We have provided a novel generalisation of the concept of audience engagement by using the concept of mapping, grounding the importance of audience engagement in the modern process of cultural organisations
Summary
For both commercial and non-profit cultural organisations efficiency of management processes has become important in terms of art quality. Audience engagement creates an opportunity for the consumer to act physically, emotionally and intellectually This allows understanding the audience better, as well as evaluating it and relating it to the experiences that the organisation proposes. Scientific publications (Harlow, 2014, Brown, Novak, 2007, Babak, 2014 and others) propose that in order to strengthen the impact of audience engagement, cultural organisations have to employ means complementing early preparation or reflection after the event by using technologies and media based tools (e.g., filming interviews with creators, presenting backstage moments, creating blogs), means that promote participant engagement (meetings with creators, workshops, etc.), cooperation and partnership based activities, by experimenting with the existing environment or providing more diverse information in order to expand the existing context of an audience participant. A map of audience engagement tools of Kaunas City (Lithuania) cultural organisations has been created
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