89983 - Audience Development Workshop (1) (LM)

Course Unit Page


This teaching activity contributes to the achievement of the Sustainable Development Goals of the UN 2030 Agenda.

Quality education Reduced inequalities Sustainable cities Responsible consumption and production

Academic Year 2019/2020

Learning outcomes

At the end of the workshop students have deep knowledge about the issue of the audience. In particular, they possess the theoretical and empirical toolbox that allows them to understand how cultural enterprises have to deal with differentiated audiences, real audiences, potential audiences as well as non-audiences that become their referents. Through a workshop activity, students will experiment with audience engagement strategies and will also understand the social dimension of culture. The purpose of the workshop is to understand the role of cultural enterprises in the development of the community and how this role is developed into cultural policies that make the public a proactive actor in the creative process itself.

Course contents

The workshop faces the issue of culture audiences. As reiterated by the EU, the development of audiences has to be put at the center of cultural policies and the audience is a determining element of growth for cultural production and cultural activities.

The workshop provides a theoretical framework on the concept of the audiences, the methodology to investigate them and the main tools concerning the audience development and the audience engagement.

After the introduction, the students will meet the prominent members from the ‘cultural world’, comparing different benchmark cases of cultural enterprises which have turned their attention to the territory, implementing self-reflexive strategies able to develop their potential audiences.

Students will have to elaborate their own AD proposal starting from the company they chose which will be the subject of the final exam.

Students who wish to participate in the workshop have to send an e-mail to the following e-mail address: roberta.paltrinieri@unibo.it [mailto:roberta.paltrinieri@unibo.it] by January 31st, 2020.


De Biase F. (2015), I pubblici della cultura, Franco Angeli, Milano.

Additional materials will be provided during the course, starting from the main research reports about culture in Italy, such as the Symbola report by Federculture.

Teaching methods


Teaching tools: blackboard, pc. video, cd rom

Assessment methods

The evaluation will consist in an interview in which the students have to illustrate their projects.

Teaching tools

pc, video, film

Office hours

See the website of Roberta Paltrinieri