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Theatre Communications Group Audience (R)Evolution February 22, 2013. Objectives of the CEI. Stimulate innovation Track engagement over time Inform cultural policy Reinforce culture as a recognized and valued component of a region’s quality of life. Arts learning & skills acquisition - PowerPoint PPT Presentation
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Theatre Communications GroupAudience (R)Evolution
February 22, 2013
Objectives of the CEI
•Stimulate innovation•Track engagement over time•Inform cultural policy•Reinforce culture as a recognized and valued component of a region’s quality of life
• Arts learning & skills acquisition
• Inventive engagement• Interpretive
engagement• Curatorial engagement
• Attend live performing arts programs
• Visit art museums and art galleries
• Visit history and science museums
• Attend community cultural events
• Media-based consumption
Nine Components of the CEI
Audience-Based
Personal Practice
For each activity, both frequency and salience were measured.
On average, how frequently do youÉ Never
or Almost Never
At Least
Once a Year
At Least
Once a Month
At Least
Once a Week
Which of these
activities, if any, are very important to
you? A. Listen to music on a local radio station B. Buy music for your own collection C. Attend concerts by professional musicians (any style
of music)
D. Hear music performed as part of a worship service E. Sing F. Play a musical instrument G. Take music lessons or classes H. Make up original tunes or compose music
Four Frequency Cohorts
One Salience Indicator
On average, how frequently do you…
Adults with children have more active creative lives
25
28
35
46
50
38
59
65
67
75
70
62
0 10 20 30 40 50 60 70 80 90 100 110 120 130
Retiree Singles
Retiree Couples
Mid-Life, No Children
Mid-Life, with Children
Young Prof., with Children
Young Prof., No Children
CEI Score
CEI BY LIFESTAGEPersonal Practice Audience-Based
•Attend museums, galleries, comedy clubs, poetry slams•Social dancing•All forms of curatorial/digital engagement
•Visit historic sites and museums•Going to community ethnic or folk dances•Make crafts, make videos
People of color are more engaged
56
47
36
73
62
58
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140
Hispanic
Black or African-American
White
CEI Score
CEI BY RACE
Personal PracticeAudience-Based
Cultural role models matter
59
47
49
25
77
68
67
46
0 10 20 30 40 50 60 70 80 90100110120130140150
Both
Outside Family Role Models Only
In-Family Role Models Only
No Cultural Role Models
CEI Score
CEI BY PRESENCE OF CULTURAL ROLE MODEL
Personal PracticeAudience-Based
99
Five Indicators of Civic Engagement
56%
41%
36%
84%
75%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Socialize with Neighbors
Attend Religious Services
Do Volunteer Work
Anyone in Family Has a Library Card
Voted in Past Yr.
% o
f Tot
al S
ampl
e
TOPLINE RESULTS FOR FIVE INDICATORS OF CIVIC ENGAGEMENT
1010
CEI and civic engagement are highly correlated
68
52
40
33
30
26
96
81
61
53
42
30
0 10 20 30 40 50 60 70 80 90 100 110 120 130 140 150 160 170
Civic Score = 5
4
3
2
1
Civic Score = 0
CEI Score
CEI BY CIVIC ENGAGEMENT SCORE
Personal Practice Audience-Based
Personal practice is linked to attendance
90
145
219
280
50
100
150
200
250
300
Never or Almost Never
At Least Once a Year
At Least Once a Month
At Least Once a Week
Avg
. Ind
ex fo
r Atte
ndin
g m
usic
al o
r sta
ge p
lay
Frequency of Activity
LIKELIHOOD OF ATTENDING MUSICAL OR STAGEPLAY, BY FREQUENCY OF REHEARSING AND/OR
PERFORMING IN PLAYS OR MUSICALS
1. Investments in culture are also investments in civic engagement and quality of life
2. A richer picture of cultural engagement appears when a broader definition of culture is used
3. Personal practice correlates with higher levels of audience-based activity
4. Communities of color are vitally engaged5. Engaging more adults with modest education
levels suggests emphasis on personal practice activities
6. The presence of children in the household appears to increase, not decrease, cultural engagement
7. Keeping older adults engaged in personal practice is a key challenge
8. Cultural role models are a key to increasing cultural engagement
Summary Observations
The Goal – Doubling Cultural Engagement by 2020
13
5 15 10 10 10 15 15 10 10
0 10 20 30 40 50 60 70 80 90 100110120130140150160170180190200
2020
2018
2016
2014
2012
2010
2008
CEI Score
THE BIG PICTURE: DOUBLING CULTURAL ENGAGEMENT BY 2020
Curatorial engagement
Interpretive engagement
Inventive engagement
Arts learning & skills acquisition
Media-based consumption
Attend community cultural eventsVisit historic sites, history and science museumsVisit art museums and art galleriesAttend live performing arts programs
15 10 10 10 15 15 10 10
0 10 20 30 40 50 60 70 80 90 100110120130140150160170180190200
2020
2018
2016
2014
2012
2010
2008
CEI Score
THE BIG PICTURE: DOUBLING CULTURAL ENGAGEMENT BY 2020
Curatorial engagement
Interpretive engagement
Inventive engagement
Arts learning & skills acquisition
Media-based consumption
Attend community cultural eventsVisit historic sites, history and science museumsVisit art museums and art galleriesAttend live performing arts programs
15 10 10 10 15 15 10 10
0 10 20 30 40 50 60 70 80 90 100110120130140150160170180190200
2020
2018
2016
2014
2012
2010
2008
CEI Score
THE BIG PICTURE: DOUBLING CULTURAL ENGAGEMENT BY 2020
Curatorial engagement
Interpretive engagement
Inventive engagement
Arts learning & skills acquisition
Media-based consumption
Attend community cultural eventsVisit historic sites, history and science museumsVisit art museums and art galleriesAttend live performing arts programs
15 10 10 10 15 15 10 10
0 10 20 30 40 50 60 70 80 90 100110120130140150160170180190200
2020
2018
2016
2014
2012
2010
2008
CEI Score
THE BIG PICTURE: DOUBLING CULTURAL ENGAGEMENT BY 2020
Curatorial engagement
Interpretive engagement
Inventive engagement
Arts learning & skills acquisition
Media-based consumption
Attend community cultural eventsVisit historic sites, history and science museumsVisit art museums and art galleriesAttend live performing arts programs
15 10 10 10 15 15 10 10
0 10 20 30 40 50 60 70 80 90 100110120130140150160170180190200
2020
2018
2016
2014
2012
2010
2008
CEI Score
THE BIG PICTURE: DOUBLING CULTURAL ENGAGEMENT BY 2020
Curatorial engagement
Interpretive engagement
Inventive engagement
Arts learning & skills acquisition
Media-based consumption
Attend community cultural eventsVisit historic sites, history and science museumsVisit art museums and art galleriesAttend live performing arts programs
15 10 10 10 15 15 10 10
0 10 20 30 40 50 60 70 80 90 100110120130140150160170180190200
2020
2018
2016
2014
2012
2010
2008
CEI Score
THE BIG PICTURE: DOUBLING CULTURAL ENGAGEMENT BY 2020
Curatorial engagement
Interpretive engagement
Inventive engagement
Arts learning & skills acquisition
Media-based consumption
Attend community cultural eventsVisit historic sites, history and science museumsVisit art museums and art galleriesAttend live performing arts programs
15 10 10 10 15 15 10 10
0 10 20 30 40 50 60 70 80 90100110120130140150160170180190200
2020
2018
2016
2014
2012
2010
2008
CEI Score
THE BIG PICTURE: DOUBLING CULTURAL ENGAGEMENT BY 2020
Curatorial engagement
Interpretive engagement
Inventive engagement
Arts learning & skills acquisition
Media-based consumption
Attend community cultural events
Visit historic sites, history and science museums
Visit art museums and art galleries
Attend live performing arts programs
