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Studies on cultural and art participation often show a notable blind spot for non-attenders. In this presentation we provide insight in the non-audience. First, we sketch the lifestyle space in Flanders, revealing both the size as the specific characteristics of segments that are not intensely involved in attending cultural events. Second, we zoom in on the non-attenders and look at differences within this group, that too often is considered to be homogeneous. Subsequently, we examine what the most important barriers are that non-attenders indicate as reasons for their non-participation. Finally, we assess whether and to what extent attenders and non-attenders differ in their perceptions of cultural activities. The main focus of this presentation is then on identifying and characterising different segments of non-participants, each possibly requiring different strategies for cultural communication. The data that is used concern two large-scale representative surveys on (cultural) participation in Flanders (2003, 2009). www.congrespodiumkunsten.nl
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Audiences Insight/Out, 30/05/2012, Rotterdam
The non-attender: Who is (s)he ? And what is (s)he to you ?
John Lievens
Topics covered
the Flemish lifestyle space non-attenders: size non-attenders: differentiation/segmentation barriers to participation perceptions of culture
Data
Participation survey 2009 computer assisted face-to-face interviews at respondent’s home n = 3.144 (random sample from national register) response rate: 68% high-quality dataset, representative for the Flemish population aged 14-85 follow-up of a comparable survey in 2003-2004
sources: Lievens, John & Hans Waege (eds.) (2011) Participatie in Vlaanderen.
Basisgegevens van de participatiesurvey 2009. Leuven: Acco Academic. Lievens, John & Hans Waege (eds.) (2011) Participatie in Vlaanderen. Eerste
analyses van de participatiesurvey 2009. Leuven: Acco Academic.
Flemish lifestyle space
doctoral dissertation Maya Caen “On tastes, preferences and participation: a sociological analysis of the Flemish lifestyle space” (2009)
2003-2004 dataset latent class analysis on 328 indicators in 8 sectors:
participation (outdoors and at home) motives preferences barriers
results form the basis of the ‘Toolkit lifestyle profiles: view on culture’ (CultuurNet Vlaanderen) presented today 14.30-15.45 (session 4)
visual arts music
amateur art performing arts
movies tv-watching
travelling sports
Flemish lifestyle space
the voracious16%
the connoisseur10%
the action seeker24%
the relaxation seeker13%
the home enjoyer6%
the homester12%
the tv-watcher20%
Engaged26%
Interested54%
Not interested20%
Non-attenders: size
Non-attendance
Occasional attendance
Frequent attendance
N(100%)
Classical concerts 92.7 4.5 2.8 2836Non-classical concerts 90.4 5.2 4.4 2842
Theatre, dance, ballet 70.9 20.4 8.6 2844Shows, musicals, cabaret 69.8 23.1 7.1 2844
Art museums, art galleries 75.8 17.4 6.8 2838
History, science, technology museum 83.1 12.4 4.4 2839Cinema 58.0 29.3 12.8 2842Literary events (past 12 months) 87.2 8.3 4.6 2841
%
Non-attendance 30.7
Occasional attendance 33.6
Frequent attendance 35.7
Non-attenders: differentiation / segmentation
Recreational Entertainment TV group CulturalEstimated size 30% 29% 25% 16%Classical music 0.08 0.27 0.17 0.74Pop-rock-... music 0.83 0.42 0.09 0.80Pop. Flemish music 0.64 0.99 0.13 0.90Novels-poetry 0.21 0.01 0.17 0.50Sports game 0.47 0.12 0.20 0.14City, village feast 0.48 0.18 0.14 0.18Commercial channel
0.44 0.78 0.53 0.31
Cultural channel 0.06 0.09 0.14 0.23
Barriers to participation:Reasons mentioned for not attending/visiting (%)
concert
Motivation/interest
Time
Location
Financial
Social
Information
Physical accessibility
0 20 40 60 0 20 40 60 0 20 40 60
theatre museum
Perceptions of cultural events:Why?
Culture encompasses a wide variety of (social) meanings that goes further/deeper than only motives and barriers
Perceptions reveal: how culture enters everyday life how individuals position themselves in cultural settings mental barriers, sensitivities, subjective interpretations
No significant differences between attenders and non-attenders were found for personal experience, knowledge, financial dimension
Focus here on the social dimension
Perceptions of cultural events:Non-attenders vs. participants
CLASSICAL CONCERTS
Perceptions of cultural events:Non-attenders vs. participants
POP & ROCKCONCERTS
Perceptions of cultural events:Non-attenders vs. participants
ART MUSEUMS
Perceptions of cultural events:Non-attenders vs. participants
THEATRE
Perceptions of cultural events:Explaining differences
multivariate analyses: few differences for educational attainment
higher educated: more positive perceptions moderate differences for parental milieu (SES + cultural participation)
higher: more positive perceptions moderate differences for cultural capital (own + cultural education at school)
higher: more positive perceptions large differences for age:
at younger ages and even more among the youngest (14-18): pronounced negative attitudes, especially for classical concerts, art museums and theatre
effect of age or generation ? -> indications for both
Conclusions
non-attenders are many non-attenders are differentiated/segmented: possibly demanding different
strategies for cultural communication the largest barrier by-far is no interest non attenders especially differ from attenders in their more negative social
perceptions of cultural events (it is not for someone like me, I would not fit there, ...)
youngsters show pronounced negative perceptions of art events+ indications of generation effect
given the demographic evolution in Western countries: large, more interested generations are replaced by smaller, less interested generations
