Shaping Audiences Online: Principles of Audience Development for Cultural Institutions

Abstract

Audience development is an applied form of audience analysis which reveals to an organisation the nature of its different audiences. With a clearer definition of how audiences interpret and use its programs and services, an organisation can develop those programs and communication strategies which are likely to engage audiences more effectively. This usually means an expansion of the audience base, and a clearer positioning of the organisation's work. Cultural institutions are increasingly using Websites to communicate with external audiences and incorporating new media into exhibitions onsite. The mix of communications with both onsite and online audiences challenges earlier ways of thinking about who are the audiences for cultural institutions and how they should be measured. Fundamental conceptual questions need to be answered, and an audience development strategy adopted which builds visitation across virtual and material sites.