Introductory description

This module will provide an overview of the theory and practice of audience development for the theatre sector. Over the course of the module we will look at general audience development theory, explore issues of 'audiencing' and the creation of cultural value. We will also look at the relationship between artist and audience, and explore this in a range of relevant contexts incluingcommunity theatre, co-creation and online. We will specifically focus on audience development as a tool in organisational change and in sector development.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

Week 1 Introduction to the module and assessments. • Introduction to the module and assessments. • Reading List overview. • The principles of audience development • The history of audience development in the UK • The challenges of selling art experiences as products. • Overview of the arts sector.
Week 2 Audience development as a practice • Overview - what we know about audience development techniques? • Current sector focus. • What is changing • Commonbook briefing
Week 3 Audiencing. • What does it mean to be in an audience • Styles of engagement • Preparation for the Group Presentation.
Week 4 • Identity and belonging. • Who does art belong to? • Diversity in audiences and arts • challenges and opportunities of decolonisation of the sector • Challenges to authentic access
Week 5 Organisational change • Thinking about how real change is made. • Not for the Likes of me – authenticity and audiences. • Building audience relationships. • Key concepts,
Week 6 Reading Week
Week 7 Cultural Value • Thinking about the impact of arts experiences. • The role of arts in communities. • Focus on Creaive People and Places • Module review
Week 8 Assessment: Online audiences • Exploring digital engagement through a range of lenses • Frameworks for planning online engagement. • Exploring access online • Futurecasting
Week 9 Assessment: Group presentations.
Week 10 Audience development in practice • Case study examples. Session co-created with students.

Learning outcomes

By the end of the module, students should be able to:

•  By the end of the module, students will be able to understand a range of concepts of audience development and their application in arts organisations.
•  By the end of the module, students will be able to understand the function and application of practical tools of audience development and processes of strategic development, tactical planning and evaluation.
•  By the end of the module, students will be able to evaluate the nature of arts audiences in the subsidised and commercial theatre sectors and understand the notion o ‘audiencing’ in the context of creation of work.
•  By the end of the module, students will be able to understand the relationships between the needs of the audience, within the framework of an arts organisation, and make critical and informed analysis of principles of organisational change.
•  If in their third-year, students will demonstrate an advanced understanding of their work through the provision of an abstract that encapsulates the key arguments of their commonplace book.

Indicative reading list

Reading lists can be found in Talis

Subject specific skills

Audience development for theare

Transferable skills

Problem solving Communication (verbal and written) Teamwork and working effectively with others Information literacy (research skills) ICT literacy Citizenship (local and global) Inter-cultural learning and diversity awareness Professionalism Organisational awareness