Original scientific paper

https://doi.org/10.59014/JEAJ9885

Audience development in European capitals of culture

Igor Mavrin

Abstract

Audience development within the European Capitals of Culture(ECoC) programme has undergone a significant evolution—from an elitist,tourism-driven model to one based on participation, co-creation, and culturaldemocracy. This paper analyses the transformation of this concept acrossvarious phases of the ECoC initiative, with particular attention to the shiftfrom passive consumers to active co-creators of cultural content. The researchis grounded in theoretical frameworks of cultural participation and digitalinnovation, supported by a meta-analysis of ECoC bid books (2020–2029).Key trends such as decentralisation, inclusion, digital transformation, and civicengagement are highlighted, with emphasis on the roles of youth and localidentity. Audience development is thus reframed as a mechanism for socialcohesion and cultural transformation.

Keywords

cultural democracy; cultural participation; cultural management; digital transformation in culture; co-creation

Hrčak ID:

341132

URI

https://hrcak.srce.hr/341132

Publication date:

15.12.2025.

Article data in other languages: croatian

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