Non-Visitor Research: Audience Development for Arts Organisations

112 Pages·2022·3.069 MB·English

by  Martin Tröndle (editor)

Non-visitor Research
Audience
Development for
Arts Organisations
Edited by
Martin Tröndle
Edition WÜRTH Chair of Cultural Production
Series Editor
Martin Tröndle
Zeppelin University
Friedrichshafen, Germany
Die Reihe untersucht das breite Themenfeld, das sich rund um die Produktion und
Rezeption von Kunst und Kultur aufspannt: Besucherforschung, inszenatorische
Fragen, Fragestellungen zu Kulturorganisationen und der Kulturverwaltung, sowie
kulturpolitische Analysen. Wesentlich an den interdisziplinären Monographien und
Herausgeberschaften der Edition ist, dass sie forschungsbasiert sind. Die Bände
richten sich an interessierte Praktiker, Wissenschaftler und Studierende im Feld von
Kulturpolitik und Kulturmanagement sowie den angewandten Kulturwissenschaften.
The book series deals with various topics concerning the production and reception
of the arts and culture: audience and visitor studies; curatorial aspects in museum,
theater and concert studies; topics concerning art administration and cultural
organizations; and the legal, political, and discursive aspects that form cultural
policies. Central to the book series are an interdisciplinary approach, critical
analyses, and a profound research orientation.
Prof. Dr. Martin Tröndle
WÜRTH Chair of Cultural Production
Zeppelin Universität
Fallenbrunnnen 3
88045 Friedrichshafen
Germany
Information on other volumes in the series is available at
http://www.springer.com/series/16383
Martin Tröndle
Editor
Non-Visitor Research
Audience Development for Arts
Organisations
Editor
Martin Tröndle
WÜRTH Chair of Cultural Production
Zeppelin University
Friedrichshafen, Germany
ISSN 2662-334X ISSN 2662-3358 (electronic)
ISBN 978-3-658-35180-9 ISBN 978-3-658-35181-6 (eBook)
https://doi.org/10.1007/978-3-658-35181-6
© Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2022
This book is a translation of the original German edition „Nicht-Besucherforschung” by Martin Tröndle,
published by Springer Fachmedien Wiesbaden GmbH in 2019. The translation was done with the help of
artificial intelligence (machine translation by the service DeepL.com). A subsequent revision by humans
was done primarily for content, and so parts of the book may read stylistically differently from a
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Acknowledgements
I would like to thank the Deutsche Oper, Neuköllner Oper and Schaubühne am
Lehniner Platz of Berlin for opening their institutions to our experiment in non-
visitor research.
I would also like to thank the authors of the volume and the students who made
this study possible through their extensive data collection. Furthermore, I would
like to thank Jaclyn Arndt for copyediting this publication and Johanna Schindler
for managing the publication process.
Last but not least, I would like to express my gratitude to the Würth Foundation
and the Donors’ Association for the Promotion of Sciences and Humanities in
Germany (Stifterverband für die Deutsche Wissenschaft), who have benevolently
supported my teaching and research for years.
WÜRTH Chair of Cultural Production, Prof. Dr. Martin Tröndle
Zeppelin University
v
Contents
Visitors and Non-visitors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Martin Tröndle and Leoni Awischus
Methodology of (Non-)visitor Research . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Martin Tröndle, Elias Keßler, Thomas Kuhn, and Karina Reisenegger
(Non-)visitors in Quantitative Terms . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47
Martin Tröndle, Christian Weining, Anniken Sailer, and Wolfgang
Tschacher
Non-visitors in Conversation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67
Nico Stockmann, Kübra Karatas, and Martin Tröndle
Non-visitors, Approaching Unknown Personas . . . . . . . . . . . . . . . . . . . . . . . 85
Martin Tröndle
Appendix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Bibliography . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
vii
Notes on Contributors
Martin Tröndle is the vice president for learning and teaching and the WÜRTH

Chair of Cultural Production at Zeppelin University, Friedrichshafen, Germany. He
is a principal investigator of Experimental Concert Research, a project that investi-
gates aesthetic experience in classical concerts. He is also Co-Editor in Chief of the
peer-reviewed Journal of Cultural Management and Cultural Policy. Previously, he
was the principal investigator of eMotion – mapping museum experience (2008–14),
a project that experimentally analyzed the experience of the museumgoer.
Wolfgang Tschacher is professor emeritus of psychology at the University of

Bern, Switzerland. His main interests are in quantitative psychotherapy research,
time-series methods, art psychology, and experimental psychopathology, with an
emphasis on complexity theory, embodied cognition, and phenomena of cognitive
self-organization. He acted as president of the European chapter of the Society for
Psychotherapy Research (SPR). He is member of the board of directors of the
Society for Mind-Matter Research and organizer of the series of ‘Herbstakademie’
conferences on self-organization and embodiment in psychology.
Christian Weining is academic assistant and PhD candidate at the WÜRTH Chair

of Cultural Production at Zeppelin University, Friedrichshafen, Germany. He coor-
dinates the research project Experimental Concert Research, a project that experi-
mentally investigates aesthetic experience in classical concerts. In his research he
focuses on modes of listening to music and the aesthetic experience of digital con-
certs and concerts in presence. Before and during his studies he worked for several
music festivals in Germany.
ix
List of Figures
Methodology of (Non-)visitor Research
Fig. 1 S urvey location in the cafe of the Humboldt University of Berlin.
(Photo: Martin Tröndle) .........................................................................30
Fig. 2 T he Neuköllner Oper, which occupies a mixed-use building
complex built in 1909 and designed by Reinhold Kiehl. (Photo:
Neuköllner Oper (Caterina Rancho)) ....................................................36
Fig. 3 N euköllner Oper, view of the stage set for La BETTLEROPERa.
(Photo: Neuköllner Oper (Matthias Heyde)) .........................................37
Fig. 4 S chaubühne, exterior view. (Photo: Schaubühne (Gianmarco
Bresadola)) ............................................................................................37
Fig. 5 S chaubühne, view of the stage set for Hamlet. (Photo: Schaubühne
(Arno Declair)) ......................................................................................38
Fig. 6 D eutsche Oper, view of the filled auditorium. (Photo: Deutsche
Oper (Leo Seidel)) .................................................................................39
Fig. 7 D eutsche Oper, scene from The Love for Three Oranges. (Photo:
Deutsche Oper (Barbara Aumüller)) .....................................................39
Fig. 8 D eutsche Oper, scene from The Flying Dutchman. (Photo: Deutsche
Oper (Thomas Jauk)) .............................................................................40
(Non-)visitors in Quantitative Terms
Fig. 1 Number of university semesters completed ...........................................48
Fig. 2 Subjects studied, distribution by subject area ........................................49
Fig. 3 Leisure budget per week ........................................................................50
Fig. 4 Musical tastes ........................................................................................51
Fig. 5 Sources of information ..........................................................................54
Fig. 6 Most trusted sources ..............................................................................54
Fig. 7 Conversations about cultural institutions among circles of friends .......55
Fig. 8 Childhood/adolescent visits to arts and culture organisations ...............56
Fig. 9 General interest in attending arts and culture institutions .....................59
Fig. 10 Art knowledge .......................................................................................62
xi
List of Tables
(Non-)visitors in Quantitative Terms
Table 1 Leisure activities ...................................................................................50
Table 2 Leisure aspects ......................................................................................50
Table 3 Visits to arts and culture organisations in the last 12 months ...............52
Table 4 Visiting arts and culture organisations with acquaintances ...................59
Table 5 Image of operas and classical concerts .................................................61
xiii