Tackling Inside-Out Thinking in the Arts Management
Tackling Inside-Out Thinking in the Arts Management In recent decades, many art institutions have paid more attention and resources to increasing audience participation in their activities and core offerings. For many institutes, participatory activities and audience engagement has become one of the leading marketing and service issues. Despite the growing interest in audience participation and participation research, the customer-centric phenomenon as a whole has remained unexplored. For majority of cultural institutions various canon-based (product-led), community-based (target-led) and creativity-based (artist-led) purposes and strategies are dominant, while audience-based thinking and customer context is missing or underrepresented in the strategic core. The Inside-Out management has been over-emphasized in many cultural institutions as the canon of art, artworks and artists have been raised on the podium, while many have considered the audience as observers–consumers who come and