Arts Council Malta has launched a new research study investigating the changing relationship between Public Cultural Organisations and audiences to cultural events in light of the ever-changing public health situation over the past months.
Changes brought about by the COVID-19 pandemic throughout 2020 have altered the landscape of cultural activity, bringing to the fore new considerations related to attendance to public gatherings. The nature of these concerns, and the extent to which they continue to shape attitudes and behaviours of potential audiences are as yet unknown. Likewise, the longer-term effects on the cultural and creative sector of the disruption brought about by the COVID-19 situation is unclear.
The overall objective of this study is to shed light on these issues by developing a broader and more comprehensive understanding of how and to what extent audience perceptions and behaviours are changing, as well as how Public Cultural Organisations can be be better equipped to face such changes brought about by the COVID-19 situation.
The study is composed of two strands:
The study will take place over a four-month period. The findings of the study will be used to provide Public Cultural Organisations with recommendations on how to further strengthen their ongoing audience engagement, and strategically explore new forms of growth.
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