Between 2017 and 2018, the Ministry of Education and Culture carried out a project, 'Audience development of cultural institutions via digital means', which examined the relationship and interaction between cultural institutions and their audiences in digital environments. The purpose of the project was to gather information about the current practices and challenges of cultural institutions, stimulate discussion on the digital audience relationship development, increase cooperation between cultural institutions, and provide information on the emerging development needs.
The project stems from the changes that were brought to the fore by new technologies. In multiple ways, these changes have affected the forms of communication, interaction and participation, diversified the role of audiences engaging in culture, and changed the expectations both for the practices of cultural engagement and for the services provided by cultural institutions. Based on an online survey and the outcomes of the seminars held as part of the project, diversification of the audience base and improved access to services are the most important objectives of developing the audience relationship.
The project suggests that in order for cultural institutions to succeed in the changing environment, they should have a strategic commitment to digital forms of activity, acquire new kinds of knowledge, pilot and adopt new methods of cooperating and working, and find out more about people's needs and behaviours.
The results of the project have been publish as a report (see above) and the survey data as open data: https://www.avoindata.fi/data/fi/dataset/digitaalisuus-kulttuurilaitoste...
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Cupore, the Center for Cultural policy research