art | the beholder

Comprender al público

Existe una tendencia generalizada a dejar en manos del marketing todo aquello relativo al desarrollo de audiencias para las artes y la cultura. En este artículo nos afirmamos en otra vía distinta, complementaria y autónoma. Las estrategias de marketing son adecuadas por su inmediatez a la hora de obtener la fidelidad del espectador en tanto que consumidor cultural. Sin embargo, si nuestra intención es convertir a ese consumidor en alguien comprometido con el arte, los artistas y las organizaciones, es preciso educar sus competencias artísticas y de este modo, dar por garantizada la supervivencia del arte y la cultura a medio o largo plazo.

issuu.com/manelmonta/docs/comprender_al_p__blico?e=4590700/7792710

An approach to a better understanding about developing audiences in a complementary way to the art’s marketing strategies.

In this article we assert that there are at least two different and complementary ways to engage the art’s audience with the organisations, the artists and the arts itself. Marketing strategies are one of them perfectly indicated for the immediateness, to obtain the faithfulness of the spectator as a cultural consumer. However, if our aim is to turn this consumer in an individual highly engaged with the arts and the organisations, to bring up his artistic competence is a must and probably the full guarantee of the survival of the arts and the culture at medium and long term.

issuu.com/manelmonta/docs/insight_the_audiences?e=4590700/7190432