Publiku kujundamine ei ole eksperdi jaoks lihtsalt projekt, statistika kogumine või sündmuse turundamine. “See on strateegiline protsess, mille jooksul tuleb hinnata oma tegevuse väärtusi ja eesmärke. /…/” ütles Etamanowicz.
Uue publiku leidmine ja publiku kujundamine on viimasel ajal kuumad teemad. On valdkondi, mille publik naturaalselt kaasas käib, kuid ka neid, mille puhul peaks valdkond rohkem selgitustööd tegema ning uusi huvilisi leidma.
The term Audience Development describes activity which is undertaken specifically to meet the needs of existing and potential audiences, and to help arts organisations to develop on-going relationships with audiences. It can include aspects of marketing, commissioning, programming, education, customer care and distribution. Audience encompasses attendees, visitors, readers, listeners, viewers, participants and learners.
All of these effective applications of the method inspired me to look at Theatre Talks as an audience development tool from three combinatory perspectives: (1) marketing – its potential for increased ticket sales and changing the behaviour of the customers, (2) cultural policy – for higher diversity and participation in theatre, and (3) theatrical communication – for improved understanding and better satisfaction from participation in the performance.
