Suchergebnisse

Purpose
The purpose of this paper is to review the concept of audience development, analysing differences between a number of countries and identifying common elements that underlie the concept regardless of the context.


Design/methodology/approach
In addition to the literature review, fieldwork has been conducted in the UK, Denmark, Italy, and Spain applying qualitative methodology. The study has been structured in two phases. The first phase comprised 26 in-depth interviews with European experts in audience development while the second phase consisted of six focus groups with European experts.


Findings
The paper reveals differences between countries, ranging from the definition of the term audience development to the approach undertaken. Despite this, a number of aspects, independent of the context and considered key to a successful audience development, are identified. These aspects are related to the consideration of the development of audiences as a transversal long-term strategy supported by the top management of the organisation.


Originality/value
The value provided is twofold. First, thanks to the empirical data used, the paper analyses the socio-cultural aspects that affect the emergence of country-specific approaches to audience development and it individuates general features and ideas that contribute to the better understanding of the concept itself. Second, it is one of the few academic works carried out in Spain on this issue.

La crisis iniciada en 2008 dificulta el desarrollo personal y social de la juventud española y le aleja del ejercicio de una ciudadanía juvenil. Una de las respuestas institucionales para aliviar sus efectos es el fomento del emprendimiento social, como el Programa Think Big Jóvenes de la Fundación Telefónica. Por otra parte, el ocio significativo está presente en este grupo de edad y puede ser fuente de iniciativas comunitarias transformadoras. El objetivo general de este artículo es explorar el binomio ocio y emprendimiento social de los jóvenes españoles a través de un análisis teórico que se completa con el análisis empírico de la experiencia de 65 jóvenes integrantes de Think Big en el año 2014. Los resultados confirman que dicha relación subyace.