om publikumsutvikling

publikumsutvikling om

Copyright 2010 by Norsk publikumsutvikling All rights reserved

Utgitt av Norsk publikumsutvikling issn 1892-0977

Design: Snedig Trykk: Molvik Grafisk Foto: Rune Kongsro (s. 35), Anne-Lise Reinsfelt (s. 37), Christine Weber (s. 39),

Markedsavdelingen Handelshøyskolen bi (s. 41), Magnus Skrede (s. 71)

Ny Musikk (siste innbrett)

Spørsmål om artikkelserien kan rettes til:

Norsk publikumsutvikling Postboks 685 Sentrum 5807 Bergen

[email protected] www.norskpublikumsutvikling.no Send oss gjerne synspunkter og forslag til innhold for fremtidige utgaver.

INNHOLD

Ågot Valle

Harm-Christian Tolden Kjære publikum! 5

Kristin Danielsen Hva er publikumsutvikling? 7 Anne-Britt Gran Hva kan publikumsutvikling være? 11 Kjell Magne Mælen Publikumsutviklingens kjerne 23 Lars Petter Hagen «Et nøkkelord er relevans» 35

Olav Aaraas «Vårt programtilbud

er tilpasset definerte målgrupper» 37 Bruno Heynderickx «Publikumsutvikling er essensen av vårt arbeid» 39

Donatella De Paoli Hvordan organisere seg

frem til bedre publikumsutvikling? 41 Richard Hadley Å lære å elske sitt publikum:

Publikumsutvikling handler om å være engasjert 53 Heather Maitland Not just bums on seats! 65 Håkon Berge «Det skal være noe for alle» 71 Hanne Tømta «Et teater uten publikum

kan knappest kalles et teater» 73 Per Boye Hansen «Programmeringen utgjør

kjernen i publikumsutviklingen» 75 Ellen M. Sæthre-McGuirk Tørst og tørke:

En drøfting rundt utdanning og kulturkonsum 77 Cristina Da Milano Museer som arena for livslang læring 91 Robert Dyrnes «Det dreier seg om et samspill med publikum» 105 Malin Barth «Samarbeid med andre gir nytt publikum» 107 Egil Bjørnsen Publikumsutviklingens begrensninger 109

Kjære publikum!

Norsk publikumsutvikling er tuftet på en demokratisk rett: Kunst og kultur skal være tilgjengelig for alle. Hva innebærer det? Hvordan skal det gjøres i praksis?

For bedre å forstå, gi motstand til og refleksjon omkring begrepet publikumsutvikling har Norsk publikumsutvikling startet en artikkelserie.

I vedtektene til Norsk publikumsutvikling står det at vi skal arbeide for økt kunnskap om publikum og økt oppslutning om medlemmenes kulturtilbud.

En viktig og selvsagt kilde til kunnskap er de dyktige teoretikerne og praktikerne innen feltet. Tusen takk til alle bidragsytere og en spesiell takk til Kristin

Danielsen som har grepet utfordringen med å redigere den første artikkelsamlingen med stor innsikt og åpenhet.

Vi vil også benytte anledningen til å takke Bergen kommune for å ha tatt initiativet til opprettelsen av Norsk publikumsutvikling. Inspirasjonen til organisasjonen er hentet fra Storbritannia og springer ut fra tanken om at økt samarbeid og deling av kunnskap vil gi gode ringvirkninger for kunsten, utøverne og publikum.

Vi ønsker deg velkommen som medlem i Norsk publikumsutvikling.

Ågot Valle Harm-Christian Tolden styreleder direktør

«Before I came here I was confused about this subject.

Having listened to your lecture I am still confused.

But on a higher level.»¹

HVA ER PUBLIKUMSUTVIKLING?

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Enrico Fermi beskriver dynamikken vi kjenner fra filosofien der forvirring, 1 på stadig høyere nivå, fører til nye fremskritt i forståelsen.

Universitetet i Tromsø tilbyr et 30 studiepoengs kurs i publikumsutvikling.

2 www.uit.no

Aftenposten 08.08.2010 3

ARTIKLER OG INTERVJUER

HVA KAN PUBLIKUMSUTVIKLING VÆRE? – EN HELHETLIG TILNÆRMING

anne-britt gran er professor på Handelshøyskolen BI (Oslo) der hun er faglig leder for bachelorprogrammet i Kultur og ledelse. Gran er partner og daglig leder i kommunikasjons- og analysebyrået Perduco Kultur AS.

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16

HVA KAN PUBLIKUMSUTVIKLING VÆRE? – EN HELHETLIG TILNÆRMING

NORSK PUBLIKUMSUTVIKLINGS ARTIKKELSAMLING 1 | 2010

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18

HVA KAN PUBLIKUMSUTVIKLING VÆRE? – EN HELHETLIG TILNÆRMING

NORSK PUBLIKUMSUTVIKLINGS ARTIKKELSAMLING 1 | 2010

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alle kunstneriske virkemidler

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20

HVA KAN PUBLIKUMSUTVIKLING VÆRE? – EN HELHETLIG TILNÆRMING

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HVA KAN PUBLIKUMSUTVIKLING VÆRE? – EN HELHETLIG TILNÆRMING

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;dgZhi^aa^c\Zc:gYZieaVhhi^aZci^a4WaZhe^aie€IZViZgW€iZc>cck^`^Dhad#u dkZgk²gZYZckVgZcdkZgh`g^YZcYZiZViZgdeeaZkZahZ#>``Z`jc[dgY^]^h"

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22

HVA KAN PUBLIKUMSUTVIKLING VÆRE? – EN HELHETLIG TILNÆRMING

NORSK PUBLIKUMSUTVIKLINGS ARTIKKELSAMLING 1 | 2010

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i^h`ZZg[Vg^c\Zc#

referanser

Gran, A-B. (1999). uLike barn leker best?– en evaluering av prosjektet «Teater for alle», Norsk kulturråd – rapportserien nr. 13.

Gran, A-B. (2000). Hvite løgner/sorte myter – det etniske på modernitetens scene, Dr. philos. avhandling, Oslo: UniPub Forlag.

Gran, A-B. (2002). Når forskjellen forener – En evaluering av Mosaikk – utviklingsprogram for kunst og det flerkulturelle samfunn. Norsk kulturråd – rapportserien nr. 28.

Gran, A-B. og S. Hofplass (2007). Kultursponsing. Oslo: Gyldendal akademisk.

Gran, A-B. og H. Vaagen (2010). Om – av – for mangfoldige museumsbrukere.

Perduco Kultur rapport (http://www.khm.uio.no).

Gran Karoliussen, M. (2006). Rapport om Metateateret, upublisert.

Gran Karoliussen, M. (2007). «Inkluderende teater» i Spesialpedagogikk nr. 1.

Gürgens Gjærum, R. (2004). En usedvanlig estetikk – en studie av betydningen av egenproduserte erfaringen for det usedvanlige menneske. Dr. art-avhandling ntnu.

Skaarberg, O. (1996). Evaluering av prosjektet «Aktiv musikk for alle». Norsk kulturråd – rapportserien nr. 7.

PUBLIKUMSUTVIKLINGENS KJERNE

kjell magne mælen er dekan ved Det kunstfaglige fakultet, Universitetet i Tromsø. Han har en PhD fra University of Warwick, Storbritannia i Publikumsutvikling (2008) og er fagansvarlig for

fakultetets studium i kunst- og kulturformidling. Mælen har vært sjef for KulturHuset i Tromsø og ellers innehatt en rekke stillinger i kommune, fylkeskommune og stat.

1. innledning

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24

PUBLIKUMSUTVIKLINGENS KJERNE

NORSK PUBLIKUMSUTVIKLINGS ARTIKKELSAMLING 1 | 2010

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noter

Aftenposten, Oslopuls 01.10.08 - http://oslopuls.aftenposten.no/musikk/

1 article81910.ece

Danielsen, Arild (2006) Behaget i kulturen: en studie av kunst- og 2 kulturpublikum. Oslo/Bergen: Norsk kulturråd/Fagbokforlaget, 220 s.

Egen gjengiving:

3 mcintyre, a. (2000) Marketing evolution to marketing revolution. Conference paper at the Arts Marketing Association conference, July 27-29, 2000, The Lowry, Salford, uk.

hirschman, e. c.

4 (1986) Aesthetics, Ideologies and the Limits of the Marketing Concept. Journal of Marketing. Vol.47 Summer, pp. 40-55.

colbert, f.

5 (2007) Marketing culture and the arts. 3rd ed. Montreal, Les Editions de la Chenelière inc.

Egen gjengiving: Hirschman (1986) p.49 6

colbert, f.

7 (2007) op.cit.

kotler, p. & scheff, j.

8 (1997) Standing Room Only. Strategies for Marketing the Performing Arts. Boston, Harvard Business School Press.

maelen, k. m.

9 (1998) Spotlight on Marketing: What are Nonprofit Arts Organizations Really Selling? BRAVO For The Arts, Issue 43, pp.8-9.

becker, h. s.

10 (1982) Art Worlds. Berkeley, University of California Press.

Norsk Riksmålsordbok (

11 nro), ordnett.no

Forfatters tilføyelse 12

Bl.a. over åtte år som sjef på KulturHuset i Tromsø 13

maelen, k. m

14 (2008) Arts Centres as Audience Relationship Managers. PhD Thesis Centre for Cultural Policy Studies, University of Warwick, U.K arts council of england

15 (2005) Navigating difference: cultural diversity and audience development http://www.takingpartinthearts.com/content

php?content=1203.

«ET NØKKELORD ER RELEVANS»

lars petter hagen er direktør for Ultimafestivalen (2009/2010)

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«VÅRT PROGRAMTILBUD ER TILPASSET DEFINERTE MÅLGRUPPER»

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«PUBLIKUMSUTVIKLING ER ESSENSEN AV VÅRT ARBEID»

bruno heynderickx er teatersjef i Carte Blanche

Hva innebærer publikumsutvikling for deg?

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Hvordan tenker du publikum når du planlegger en sesong /et program?

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40 NORSK PUBLIKUMSUTVIKLINGS ARTIKKELSAMLING 1 | 2010

«PUBLIKUMSUTVIKLING ER ESSENSEN AV VÅRT ARBEID»

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HVORDAN ORGANISERE SEG FRAM TIL BEDRE PUBLIKUMSUTVIKLING?

donatella de paoli er førsteamanuensis ved Institutt for kommunikasjon – kultur og språk ved BI (Oslo). Hun er utdannet siviløkonom fra Handelshøyskolen BI og har doktorgradsutdannelse i organisasjonsfag fra Norges Handelshøyskole i Bergen.

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42

HVORDAN ORGANISERE SEG FRAM TIL BEDRE PUBLIKUMSUTVIKLING?

NORSK PUBLIKUMSUTVIKLINGS ARTIKKELSAMLING 1 | 2010

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