TY - JOUR
TI - Projekt „Zrozumieć Sierpień” jako przykład wdrożenia koncepcji audience development
AU - Iwanowska, Magdalena
AU - Zbieranek, Piotr
AU - Żukowska, Aleksandra
TI - Projekt „Zrozumieć Sierpień” jako przykład wdrożenia koncepcji audience development
AB - 
	The “Understanding August” project as an example of the implementation of the audience development concept

	Cultural institutions, including museums, have been transforming the way of performance of their statutory activities during last several years. The essence of the change is transformation audience participation from passive observation by ‘viewers’ to active and creative participation  The process requires appliance of appropriate communication strategies by cultural institutions. In this context the institutions currently more frequently apply strategies compliant with audience development concept understood as dynamic and integrated communication process between cultural institutions and their environment. The idea of audience development concept is focusing on audience that is transformed form ‘viewer’ into (co-)creator and participant of cultural activities. This strategy aims in satisfying various, often seemingly contradictory, economic social objectives set of institution. This phenomenon is a part of modern city culture described, inter alia, in ‘broadening the field of culture’ concept. According to the authors, good practices may be found in European Solidarity Centre in Gdansk (ECS) activities. The aim of the paper is to present the idea of audience development on example of ‘Understanding August’ project realised by ECS. The paper shows that analysis of cultural institution communication strategy should focus especially on its core activities, nowadays performed mainly according to spirit of development audience concept.
VL - 2017
IS - Numer 1 (2) 2017
PY - 2017
SN - 2451-1986
C1 - 2544-2554
SP - 65
EP - 76
DO - 10.4467/25442554.MBK.17.004.7651
UR - https://ejournals.eu/czasopismo/media-biznes-kultura/artykul/projekt-zrozumiec-sierpien-jako-przyklad-wdrozenia-koncepcji-audience-development
KW - communication
KW - cultural institutions
KW - audience development
KW - public sphere
KW - European Solidarity Centre in Gdańsk