Department for Culture Media and Sport
"culture on demand": ways to engage a broader audience
We are committed to expanding engagement in the cultural life of the country to as many people as possible.
6 July 2007
Although our "Taking part" survey shows that 90 percent of people say that they have been actively involved with culture, there are still groups of people with much lower rates of participation.
While there has been considerable research into the barriers to participation, such as price and physical access, relatively little has been known about the actual demand for culture. Specific knowledge about how best to maximise participation by responding practically and effectively to this demand was not widespread.
We commissioned FreshMinds to collate all the available evidence around the drivers of demand for culture amongst the priority audiences as defined in our public service agreement target (Black and minority ethnic communities, disabled people, lower socio-economic groups). The aims were: to identify the most important drivers of demand; to suggest tactics which address these drivers; to explore the motivation and experience which drive demand; and to suggest practical ways to engage a broader audience.
The findings in the report complement the information emerging from analysis of the "Taking part" survey and related research across DCMS. The research will inform forthcoming policy decisions, the development of objectives and how we relate to the wider sector. In the immediate future, the research will be a valuable resource for determining effective communication approaches, indicating where our impact can be greatest, showing where joint approaches can be successful and where information sharing can overcome common issues.
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There are two versions of the report:
Paper copies of both the summary report and main report are also available from the Department by calling 020 7211 6162.
In common with similar pieces of research, these have the status of reports to DCMS, intended to shed light on a key area, to move forward discussion and suggest practical approaches for our sector. They are not in themselves statements of Departmental policy.
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