Experiences in Audience Enlargement in the South Tyrol (How to Increase Cultural Consumers in the South Tyrol): Propaedeutics and New Ways of Presenting Art and Culture.

Paper presented at the Fourth International Conference on Cultural Policy Research – iccpr 2006 12-16 July 2006, Vienna, Austria.

Dott. Antonio Lampis
Director of the Department of Italian culture

Abstract: The Paper discusses the process of looking  for new audiences and visitors, which the Department for Culture of the Bolzano Province / South Tyrol carried out between 1998 and 2006. The opening of  new venues was therefore preceded and accompanied by a massive campaign aimed at making people aware of the uses of culture. A cultural initiative is considered to be successful if it satisfies, at the same time, two, often unmentioned, desires: to learn something while experiencing emotions in a context with a socialising potential.
Various initiatives aimed at an audience increase have been undertaken. Here are three essential lines of intervention:

1. QUANTITY of cultural communication;
2. METHOD on the splitting up of traditional ways of presentation;
3. ASSOCIATIONS focused on mixing cultural and leisure interests.

During this period we (have) witnessed a change in the habits of the local people (residents). There was an evident increase in cultural consumption.

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	Experiences in Audience Enlargement in the South Tyrol (How to Increase Cultural Consumers in the South Tyrol): Propaedeutics and New Ways of Presenting Art and Culture.