22. – 24. December 2014
Cultural Center GRAD
Belgrade, Serbia

Cultural center GRAD (Serbia) and BLOCKFREI created in 2014 an educational platform RE:KULTURA – MANAGEMENT OF CHANGE with the aim to present to cultural professionals a corpus of practical knowledge and best practices relevant for the Serbian cultural context.
Three-day series of lectures and workshops – with focus on the topic Audience development – had a purpose to support the needs of cultural operators, engaged in cultural institutions and civil organizations in Serbia and to provide them with tools which would help them strengthen their capacities as well as with professional guidance when dealing with some of the most problematic issues in their work.

Cultural institutions worldwide are facing the problem of lacking the audience in a time when public funding is not certain any longer and is, to a certain degree, decreasing. Without a sufficient number of cultural consumers, cultural institutions need to reexamine their strategies as well as the presentation and relevance of the content for the community and start the process of their redefinition and innovation, thus strongly focusing on the audience development.

Behind the concept of audience development is a long-term and systematic process being implemented continuously by cultural institutions in order to stimulate better quality communication with their existing audience (and professional circuit), as well as with non- audience, thus creating new generations of audiences and cultural consumers.

In the introductory part of the program, the researchers of the Institute for Cultural Development Research (Serbia) presented their findings on cultural needs and habits of the audience in Serbia. On the other hand, experiences and challenges on the audience development topic were presented by Djordje Krivokapic (Share Foundation), Žolt Kovač (artist), Ana Pejović (Krokodil association), Vesna Bjedov (Pesničenje), etc.

On the second and third day of the program participants took part in workshops and examined their own institution’s/organization’s strategies in the creation of new audiences. Bearing in mind that common solution does not exist and therefore can not be applied to every cultural institution/organization, each participant gained specific inputs and counseling, in order to come up with best possible model suitable for their requirements.

Workshops were designed and implemented by Goran Tomka, a lecturer at the UNESCO Chair in cultural policy and cultural management in Belgrade and the Faculty of Sport and Tourism in Novi Sad. Tomka researches and publishes in the field of audience, new media, animation in cultural tourism and intercultural dialogue.

The program RE:KULTURA – MANAGEMENT OF CHANGE was supported by the Ministry of Culture and Information of the Republic of Serbia.


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