ROUTE 2: Cultural mediation
All artists, companies and venues seek an audience. But the methodologies in use are diverse. Whilst ‘audience development’ is commonly used for increasing the number of audiences, ‘cultural mediation’ or audience ‘education’ techniques are meant to create a deeper understanding. Audiences are no longer considered to be just bums on seats. Instead, they are citizens with whom we can build intense relationships that influence our daily context. As an increasingly regular practise, cultural mediation can make artistic projects more accessible and contextualised as their echo is amplified. However, the practices and means are as many as the definitions and outcomes of ‘cultural mediation’. Together we will explore this bridge between the artist and audience.
