Asset Publisher

Article

Challenges faced by high culture to attract new audiences in the digital arena

Juan de Dios Montoro Pons, Universitat de València; Manuel Cuadrado García, Universitat de València;
null

The generalisation of the Internet has meant an expansion, albeit marginal, of the audience interested in cultural expressions that make up so-called high culture (theatre, opera, ballet and dance, classical music). Although digital consumption enables some restrictions (mainly of an economic nature) to be eliminated, it also creates some obstacles linked to the access and use of information technologies. The new online platforms and digital media, in contrast, have substantially transformed consumption models of popular culture (pop music, cinema, etc.).
Key points
  • 1
       Participation in all high culture activities at the usual physical venues is mainly female. This tendency – with the exception of ballet – is inverted in the digital environment.
  • 2
       In both physical and digital participation an initially positive impact exists related with age (higher age means more participation) which, after reaching a maximum, starts to fall (higher age means less participation). A difference, however, can be observed in the turning point, which is higher in traditional consumption (47-49 years) than in digital consumption (29-35 years). This can point, firstly, towards a generational difference and one in consumer habits and, secondly, to the digital divide, linked to age.
  • 3
       Digital consumption could be an opportunity to increase the participation of people who have difficulties to access certain cultural contents due to their place of residence. However, the same tendency is reproduced as that observed in physical consumption: digital participation is over-represented by those who live in capitals and underrepresented by residents of smaller towns.
  • 4
       Decisions on physical or digital cultural consumption are interdependent, so individuals who participate in one sphere increase their probabilities of participating in the other.
Classification of individuals according to whether they consume high culture physically or digitally
242020

The graph offers a moderately optimistic view of the role played by digital consumption. Thus, of the 6.2% of individuals that state that they consume high culture online, some 2.6% consume it only in this way and, therefore, they represent a new audience. The remaining 3.5% already participate physically, therefore the Internet is a complementary format for them.

Of those only consuming in digital format, 2.6% could also be physical consumers, if the barriers that they face lost relevance.

Classification

Tags

Subject areas

Related content

Article

Do Internet usage and education play a role in health inequalities? A study of the Spanish population aged 50-79

Can the Internet help us to maintain good health? According to this study, improving the health literacy of the population and providing them with access to the internet could help reduce health inequalities.

Article

What are working and living conditions like for artists and cultural workers?

Is it possible to earn a living from art? According to this study, over half of professionals perceive difficulties in terms of living off their work, with 60% stating that they earn below 1,500 euros. The most vulnerable group are young artists.

Report

The divide between analogue and digital

The technological revolution has not reached the entire population equally. This is leading to the appearance of technological divides between countries and collectives alike.

Interview

"When at-risk youths come into contact with the arts, their academic achievement and their civic and social engagement improve"

To what point does art contribute to social integration? Talking about access to culture under conditions of equality with Sunil Iyengar.

Interview

“Culture belongs to the upper classes. It is hard to attract families with lower education levels”

How can the cultural consumption of the new generations, particularly that of families with lower educational levels, be increased? Françoise Benhamou provides some key points in this interview.

You may also find interesting

What are working and living conditions like for artists and cultural workers?

Article

What are working and living conditions like for artists and cultural workers?


Culture

Is it possible to earn a living from art? According to this study, over half of professionals perceive difficulties in terms of living off their work, with 60% stating that they earn below 1,500 euros. The most vulnerable group are young artists.

The arts and the advancement of the economy and society

Review

The arts and the advancement of the economy and society


Culture

What relationship exists between art and economics? We present two books that study the importance of creativity and innovation in the arts, as well as how art contributes to economic development.

"When at-risk youths come into contact with the arts, their academic achievement and their civic and social engagement improve"

Interview

"When at-risk youths come into contact with the arts, their academic achievement and their civic and social engagement improve"


Culture

To what point does art contribute to social integration? Talking about access to culture under conditions of equality with Sunil Iyengar.