| Title |
Lietuvos kultūros centrų auditorijos plėtros ypatumai / |
| Translation of Title |
Peculiarities of the Audience Development of Lithuanian Culture Centres. |
| Authors |
Kačinskaitė, Judita |
| Full Text |
|
| Pages |
60 |
| Keywords [eng] |
marketing ; audience ; audience development ; arts and culture organisation ; culture centres |
| Abstract [eng] |
In the final thesis the peculiarities of audience development of cultural centres of Lithuania are analysed. The considered topic is: in the context of competition in art organizations, their the audience is the main user of Art organisations, so audience development became one of the most important and widely considered elements of marketing having a significant impact on existence of different art projects. The aim of research is to formulate recommendations of audience development for cultural centres by analysing the theoretical questions of audience development and by performed audience expansion study designed to outline the cultural centres’ audience development peculiarities. The method of qualitative study was used, semi-structured interviews with marketing specialists of cultural centres or organisation managers was carried out. The final thesis for the Master’s degree consists of three parts. The first and the second parts of the work contain the description of the main aspects of theoretic marketing and audience development as well as tools and methods application in cultural organisation. In the third part the qualitative research analysis performed by the author is given. Pursuant to the academic literature it was found that the use of marketing tools and methods are similar to the tools of audience development. The main three means of effective audience development were identified. The work results revealed that to expand the audience it is necessary to carry out the audience study, to involve organisation employees to achieve common goals and to decide and define how to use education. The cultural centres’ study revealed that prices for services and functions are ruled by laws and depend on the founder of organisation. It was also observed that organisations do not use marketing tools, study the audience rarely and lack the skills necessary to actively participate in the field of economics. Considering the results of the study described in the third part of this work recommendations for the cultural centres’ audience development methods application were formulated. |
| Dissertation Institution |
Lietuvos muzikos ir teatro akademija. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2021 |
