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

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
Classification of individuals according to whether they consume high culture physically or digitally

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.

Hide full article

Classification

Authors

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

Tags

Thematics

Related contents

Infodata

Percentage of the population that took at least one training course related with culture in the last year

How many people participate in complementary training courses linked to culture? In 2015, 5.9% of the Spanish population underwent some training of this type.

Article

On music, happiness and health. What do we know?

How does music influence our wellbeing? This article by the Social Observatory of "la Caixa” describes how various researchers, healthcare practitioners and other professionals interpret the relationship that exists between music and happiness.

Article

Cultural Participation in Spain: Antecedents and Opportunities

The level of cultural participation in our country is similar to that of other European countries, with the exception of the Nordic countries. From a comparative perspective, this article by the Social Observatory of "la Caixa” analyses the effects of education level, age, income and some variables of the employment situation on attendance rates.

Article

Cultural consumption: a question of taste or of price?

This article from the Social Observatory of "la Caixa" analyses the role played by education and income in people’s participation in cultural activities of different types.

Article

Attendance at Publicly-Funded Arts Events

What is the cause behind such a high disparity in the participation rates in cultural offerings financed using public funds? Does this have a direct relationship with the population’s level of education?


 


You may also like

Infodata

Percentage of the population that took at least one training course related with culture in the last year

Percentage of the population that took at least one training course related with culture in the last year

Culture

How many people participate in complementary training courses linked to culture? In 2015, 5.9% of the Spanish population underwent some training of this type.

Dossier

Cultural participation and wellbeing. What do the data tell us?

Cultural participation and wellbeing. What do the data tell us?

Culture

Culture plays an important role in constructing and consolidating the bases for social cohesion and inclusion and for individual and collective wellbeing. The fourth issue of the Dossier from the Social Observatory of "la Caixa" analyses the factors that determine the cultural participation of citizens and reflects on how to guarantee equal conditions for such participation.

Article

On music, happiness and health. What do we know?

On music, happiness and health. What do we know?

Culture

How does music influence our wellbeing? This article by the Social Observatory of "la Caixa” describes how various researchers, healthcare practitioners and other professionals interpret the relationship that exists between music and happiness.