89983 - Audience Development Workshop (1) (LM)

Course Unit Page

  • Teacher Giulia Allegrini

  • Credits 6

  • SSD SPS/08

  • Teaching Mode Traditional lectures

  • Language Italian

  • Campus of Bologna

  • Degree Programme Second cycle degree programme (LM) in Cinema, Television and Multimedia Production (cod. 0966)


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

Gender equality Reduced inequalities Sustainable cities Responsible consumption and production

Academic Year 2021/2022

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

A first part of the Laboratory will develop along four main theoretical-analytical trajectories: 1) the understanding of the concept of "publics", also taking into account media environments and the most current critical aspects linked to the pandemic; 2) a critical overview of the concepts of audience development, engagement and cultural participation; 3) Practices and methodologies in the field of audience development, taking into account some key dimensions: access, mediation, community, territory, co-planning and collaboration; 3) The understanding of the relationship between audience development, engagement and participation processes and the generation of social impact and the role played by cultural organizations in this sense. With regard to these four reading lenses, reflections will also be proposed on some critical issues that run through the current debate on audience development and cultural participation.

This framework will be the background for the presentation and discussion of significant cases of cultural organizations and enterprises that in different ways have turned their attention to the territory and have placed the relationship with the public at the center of their actions.

Throughout the course, students will be invited to be an active part in sharing questions and reflections.


Books (chapters):

De Biase F. (a cura di) (2014), I Pubblici della cultura. Audience Development, Audience Engagement, FrancoAngeli, Milano: introduction and chapters 8,9,10.

Boccia Artieri G. (2012), Stati di connessione: pubblici, cittadini e consumatori nella (social) network society, FrancoAngeli, Milano:chapters 3,4, 6.

Bono F. (2021) (a cura di), Pubblici in Esilio. Il consumo delle arti al tempo della pandemia, Mimesis Edizioni, Milano.

Lecture notes

An anthology of contributions (essays, studies, articles) will be made available on the dedicated virtual platform. These contributions are not to be considered for the purpose of the exam as compulsory texts, but as an opportunity for deepening and understanding the topics that will be dealt with in class, as well as useful food for thought for the final paper (see assessment methods).

Ppt presentations used in class

The slides used in class will be uploaded to the virtual platform from time to time. These remain the main reference for the study, for the preparation of the final paper and for the discussion during the exam (see assessment methods).

During the first lesson information will be provided regarding the bibliography indicated.

Teaching methods

Lectures, discussion of cases (in some lessons also with the participation of significant witnesses), work in groups.

Assessment methods

The final exam consists in the presentation of a final paper on a selected case study, preferably the result of a group work. The paper must contain a context analysis, the definition of audience development development proposals, the identification of critical aspects, "open questions" and reflection that take into account the various topics addressed in class. The final assessment will therefore focus on the oral presentation of the group work, through the preparation of a ppt, and with a discussion of the paper aimed at assessing the ability to connect with the topics covered during the course.

Starting from the first lesson, an outline useful for the preparation of the paper will be presented.            

Although attendance is recommended, given the nature of the course, non-attending students are invited to contact the teacher to define the texts and examination methods.

Assessment methods:

- It will produce excellent valuations: the ability to deepen and put into connection with each other the main issues addressed in the course; the use of appropriate language with the specific nature of the discipline.

- It will produce discrete valuations: mnemonic knowledge of contents and partial ability to link the themes covered; the use of appropriate language.

- It will produce sufficient valuations: a minimal body of knowledge on the topics covered; the use of inappropriate language.

- It will produce negative valuations: lack of guidance within the themes addressed in the exam readings and training gaps; the use of inappropriate language.

Teaching tools

Ppt presentations and lecture notes containing in-depth material will be made available on the virtual platform from time to time.

Office hours

See the website of Giulia Allegrini