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An outline of a brain full of words: judgement, attitude, feeling, belief

Experiments never quite go to plan… #ADA

Ros Croker talks through the experiments she developed for her colleagues at Endeavour Galleries, National Maritime Museum, London, to explore language and identity. Part of her Fellowship at the Audience Diversity Academy (ADA).


Published: 2019 | Resource type: Article

Visitor to British Library taking photo of exhibit with mobile phone

Digital hybridity: a deep dive from our Covid-19 participation monitor

How are different types of audiences responding to the new ways of engaging with culture that have emerged over the last 18 months? And what does the future of digital or ‘hybrid’ engagement look like? As the sector begins to cautiously reopen, questions remain around audience appetite for continued digital engagement, as well as how ... Read more


Published: 2021 | Resource type: Research

Visitor in mask looking at manuscript in the British Library

Wellbeing through Covid: a deep dive from our Covid-19 Participation Monitor

Which audiences have felt the impact on their wellbeing the hardest? And which arts, culture or heritage activities had the most positive impact on people’s wellbeing?  Following our initial findings from the third wave of The Audience Agency’s Cultural Participation Monitor that we published recently, we now have a deep dive into the specific impacts ... Read more


Published: 2021 | Resource type: Research

A Positive Post-Pandemic: More Engagement, Bigger Audiences, Better Accessibility

Based in a former nurses’ home in Salford, the Working Class Movement Library is a treasure trove of books, pamphlets, archives, artefacts and fabric memorabilia relating to political and cultural institutions of the working class over the past 200 years.  As part of The Lab strand of the Digital Heritage Lab, the library was mentored ... Read more


Published: 2021 | Resource type: Case studies

Wellbeing and willingness to return: findings from the third wave of the Covid-19 participation monitor

What is the impact on the nation’s wellbeing, and when will audiences be returning?  Despite the vaccine rollout, there remains a hesitancy to return amongst audiences, with a continuing sense of risk to health and only slow rises in cultural engagement. In first findings from the third wave of the Cultural Participation Monitor, The Audience ... Read more


Published: 2021 | Resource type: Research

Inequality through Covid: findings from the second wave of the Covid-19 participation monitor

Is Covid-19 further exacerbating existing inequalities in cultural engagement?  By now, we know all too well that the pandemic has impacted everyone negatively, but this latest report from The Audience Agency focuses specifically on the inequality of those impacts, asking who is more negatively impacted and looking at how that relates to or exacerbates previously existing ... Read more


Published: 2021 | Resource type: Research

Willingness to attend: findings from the Covid-19 participation monitor

Which audiences are ready to return?  This report from The Audience Agency shares findings from a nationwide survey, the Cultural Participation Monitor. It is part of a wider national research programme that is building a robust and in-depth picture of the impacts of Covid-19 on the UK’s cultural sector.


Published: 2021 | Resource type: Research

Digital engagement: findings from the Covid-19 participation monitor

How are the public engaging in digital creative and cultural activities during the pandemic?


Published: 2021 | Resource type: Research

Screenshot from webinar

Webinar: Whose cultural values?

Does everyone place a value on culture and if so, do they value it in the same way? And do people get the opportunity to engage in what they value most? This online discussion brings together contributors whose work is reshaping cultural value in the UK.


Published: 2020 | Resource type: Webinars and films

Covid-19 Cultural Participation Monitor: December 2020

This report from The Audience Agency shares findings from a nationwide survey on the public’s views about participating in creative and cultural activities through the pandemic. It is part of a wider national research programme that is building a robust and in-depth picture of the impacts of Covid-19 on the UK’s cultural sector.


Published: 2020 | Resource type: Research

Members of an audience standing and looking forward

My essential reads: understanding audiences

When we think about audience research, are we hoping to engage people who are new to the arts, deepen the experience of those who already attend, or demonstrate the cultural value of live arts events? Stephanie Pitts shares four recommended reads to help deepen your understanding of audiences, audience engagement and audience research. Read the ... Read more


Published: 2020 | Resource type: Essential reads

Woman sitting on a bench in a gallery looking at classical paintings

The Arts Working Group: Planning guides and toolkits

A series of guides, toolkits and templates released by The Arts Working Group and Ticketsolve to aid planning and operations towards re-opening following the coronavirus pandemic.


Published: 2020 | Resource type: Guide/tools

Wall of screens

Creative closure for arts and culture during Covid-19

Ticketsolve provides a wealth of examples of how cultural organisations are taking new, creative approaches to engage with their audiences during lockdown.


Published: 2020 | Resource type: Case studies

Dancer

Culture in Lockdown. Part 3: Covid Audience Mindsets

In his final thought-piece on Culture in Lockdown Andrew McIntyre shares Covid Audience Mindsets, a crucial new model that maps, illuminates and segments your post-lockdown audiences.


Published: 2020 | Resource type: Article

Culture in Lockdown. Part 2: The seven pillars of audience-focus

In the second of three think-pieces, Andrew McIntyre argues that rather than looking backwards in an effort to re-create the way we were, this crisis presents us with a unique opportunity to take a leap forwards. Here he shares The 7 Pillars of Audience-focus, a framework to help us do that.


Published: 2020 | Resource type: Article

Webinar: How to Captivate, Connect and Communicate with your Audience during Coronavirus

On the 25th March 2020 over 3,200 museum professionals across the USA and beyond joined Cuseum‘s Brendan Ciecko along with Susan Edwards (Associate Director, Digital Content @ Hammer Museum) and Koven Smith (Museum & Nonprofit Digital Strategy Consultant) to discuss steps cultural organisations can take to captivate, connect, and communicate with their remote “visitors” and audiences.


Published: 2020 | Resource type: Article

Digital Lab. Forced Entertainment. Ask the Audience.

The first blog by Alice Dale, Marketing and Communications Manager at Forced Entertainment as part of her Fellowship at AMA Digital Lab.


Published: 2020 | Resource type: Article

Open Up Museums

Open Up is a new resource that can help you think about how to make your museum relevant to people who don’t currently visit and take action that will increase your visitor numbers, improve your resilience and better fulfil your organisation’s purpose.


Published: 2018 | Resource type: Research

Towards a frictionless digital future

Read the latest in the series of AMA CultureHive articles. Daniel Rowles, CEO of Target Internet talks to us about why the arts sector must take advantage of the technology available now and be ready for the digital changes ahead.


Published: 2018 | Resource type: Research

Inspiring the Future of Theatre

UK Theatre and Society of London Theatre (SOLT) have embarked on a wide-reaching new industry initiative in partnership with Inspiring the Future, part of the charity Education and Employers.


Published: 2018 | Resource type: article