The term ‘the arts’ includes, but is not limited to, music, dance, drama, folk art, creative writing, architecture, painting, sculpture, photography, graphic and creative arts, costume and fashion design, television, radio, sound recording, the arts related to presentation, performance, execution and exhibition of such major art forms, and the study and application of the arts to the human environment (ACGB, 1993).
The creative and cultural industries can be considered very important for the society of Britain, the audience. Lamos and Stewart (1983) sees the audience as art receptors. The artist is the communicator and the audience is his other self. He implies that an audience consists simply of those who experience art. An audience can be thought of as compromising all those with whom an individual or organisation has some form of communication. For an arts organisation, this may include all those who support the arts in any way, or who have an interest in their development. Therefore, the arts can prove very influential and important for audiences and those who want to be involved in the arts community. In the long-term, the task of audience development is one of improving access to the arts for a wide range of people, not just those who are already committed attenders (Hill, O’Sullivan & O’Sullivan 1995). This involves making the arts more accessible, and to achieve this, arts organisations need to understand people’s relationships with the arts and to identify the range of influences on the decision to participate. These techniques should help an audience get the most out of the arts.
Culture can create a huge influence on arts attendance. A culture comprises everything in society that is created by its people. This includes what kinds of behaviours and values are acceptable in society which are passed down through many generations. Certain societies place emphasis on creativity and leisure, and look upon supporting a strong arts infrastructure and development on the arts and their audiences as very important. Therefore it is important that the arts industry is made readily available geographically and physically so that all societies and cultures can fully experience this.
References.
Arts Council of Great Britain (1993). A creative future: The way forward for the arts, crafts and media in England. HMSO.
Hill, E. O’Sullivan, C. & O’Sullivan, T. (1995). Creative arts marketing. Oxford: Butterworth-Heinemann.
Lamos, M. & Stewart. S. (1983). Theatre: The vital relationship. Market the Arts! Foundation for the extension and development of the American professional theatre.
