Encouraging extra – and completely different – individuals to attend the humanities stays an important problem for the cultural sector. The query of who consumes tradition, and why, is vital to our understanding of the humanities. This e book examines the connection of viewers improvement to cultural coverage and provides a ground-breaking perspective on how the follow of viewers improvement is linked to concepts of democratic entry to tradition. Offering an in depth overview of arts advertising and marketing, viewers improvement and cultural democracy, the e book argues that the work of viewers improvement has been profoundly misunderstood by the sector of arts administration. Drawing from a wealthy vary of interviews with key people within the viewers improvement discipline, the e book argues for a re-conceptualisation of viewers improvement as an ideological operate of cultural coverage. Of significance for college students, lecturers and researchers working in arts administration and cultural coverage, the e book can be very important studying for anybody working within the arts, cultural and heritage sectors with an curiosity in understanding how our relationship with the viewers has been constructed.
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