Razvoj publike na primjeru Društveno-kulturnog centra Lazareti u Dubrovniku

master's thesis

• Title (english): Audience Development on the Example of Lazareti Socio-Cultural Centre in Dubrovnik
• Author: Anamaria Klasić
• Mentor: Kruno Kardov (mentor)
• Mentor: Ksenija Klasnić (komentor)
• Committee member: Danijela Lucić (predsjednik povjerenstva)
• Committee member: Kruno Kardov (član povjerenstva)
• Committee member: Ksenija Klasnić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Humanities and Social Sciences; (Department of Sociology); Zagreb
• Defense date and country: 2021-04-16, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Sociology; Specific Sociologies

Abstract

Sintagma razvoja publike obuhvaća sva nastojanja proširivanja baze publike, produbljivanja odnosa s njima ili obogaćivanja njihovog iskustva. Razlog zašto je vrijedno baviti se publikom je taj što je to jedan od načina proširivanja pristupa kulturi, odnosno uključivanja skupina čija je kulturna participacija dosad imala ograničen doseg. Mjesta na kojima se nastoje ostvariti ovakve ideje o demokratizaciji kulture su i društveno-kulturni centri – institucije koje kroz civilno-javno partnerstvo na lokalnoj razini pokušavaju postići veću uključenost zajednice u procese odlučivanja o kulturi, udaljavajući se pritom od njenog elitističkog i tradicionalnog poimanja. U fokusu ovog rada publika je DKC-a Lazareti u Dubrovniku – prostora koji ima dugu kulturnu povijest, ali relativno kratku povijest u kojoj se pokušava profilirati kao istinski DKC. Analizom publike triju organizacija koje djeluju u sklopu DKC-a (DEŠA, Lero i ARL) nastale na temelju kvantitativnih podataka iz samoadministrirane ankete pokazuje se kako navedene organizacije imaju komplementarnu publiku, no još uvijek ne uspijevaju privući sve skupine građana. Kao važni prediktori za vjernost dolaska u DKC pokazuju se članstvo u nekoj od organizacija ili poznavanje člana i/ili sudionika događanja. Kvantitativnim su uvidima pridodani oni stečeni kvalitativnim metodama intervjua i fokus grupe čiji su sudionici bili ključni dionici uključeni u rad centra. Na koncu rada daju se smjernice za razvoj publike ovog DKC-a.

Abstract (english)

The term audience development encompasses all efforts to expand the audience base, deepen the relationship with them, or enrich their experience. The reason why it is worthwhile to engage with audiences is that it is one of the ways to broaden access to culture, that is, to include groups whose cultural participation has so far had a limited reach. Places that embody such efforts to democratize culture include social cultural centres – institutions that, through a civil-public partnership at the local level, seek to achieve greater community involvement in cultural decision-making, moving away from its elitist and traditional notions. The focus of this paper is on the audience of the Lazareti Socio-Cultural Centre in Dubrovnik – a space that has a long cultural history, but a relatively short history of trying to distinguish itself as a true SCC. The analysis of the audiences of the three organizations operating within the SCC (DEŠA, Lero and ARL), based on quantitative data from a self-administered survey, shows that these organizations have complementary audiences, but still fail to attract all groups of citizens. Being a member of one of the organizations or knowing some of the members and/or attendees of the event proves to be an important predictor of loyalty to attending the SCC. The quantitative findings were supplemented with those obtained through qualitative research: interviews and a focus group whose participants were key staff involved in the work of the Centre. At the end of the paper, guidelines are given for the development of the audience of this SCC.

• Keywords: razvoj publike; društveno-kulturni centar; demokratizacija kulture; prediktivni modeli kulturne participacije
• Keywords (english): audience development; socio-cultural centre; democratisation of culture; predictive models of cultural participation
• Language: croatian
• URN:NBN: urn:nbn:hr:131:700016
• Study programme: Title: Sociology (double major); specializations in: Research, Teaching; Course: Research; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra sociologije (magistar/magistra sociologije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2021-04-17 10:43:31