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2017/18 Taught Postgraduate Module Catalogue

PECI5211M Audience Engagement and Impact

30 creditsClass Size: 45

Module manager: Dr Ben Walmsley
Email: b.walmsley@leeds.ac.uk

Taught: Semester 2 View Timetable

Year running 2017/18

This module is approved as an Elective

Module summary

This module critically investigates a range of audience engagement strategies and explores different methods of capturing and evaluating the impact that the arts can have on audiences, whether live or digitally and whether locally or globally. The module introduces participants to established and emerging methodologies for researching arts audiences and investigates the psychology behind related practices such as spectatorship, participation, co-production and co-creation. Through a critical exploration of aesthetic and embodied experience, this interdisciplinary module studies how artists and arts organisations can design meaningful and memorable audience experiences and how, in turn, these can be evaluated in terms of strategic and cultural value.

Objectives

On completion of this module students will be able to develop a critical understanding of strategies of audience engagement and critically explore different methods of capturing and evaluating the impact that the arts can have on audiences, both locally and globally.

Learning outcomes
On successful completion of this module, students should be able to:
1. define, contextualise, apply and critique theoretical concepts related to participation, spectatorship, co-production and co-creation;
2. critically explore the benefits and challenges implied by these phenomena to the everyday practice and leadership of contemporary arts and cultural organisations across the world;
3. appreciate and apply the core models, methods and approaches pertaining to audience research;
4. develop a critical appreciation of how effective audience engagement and impact can help artists and arts and cultural organisations to fulfil their creative, strategic and social objectives.


Syllabus

- Introduction to and theoretical contextualisation of audience research
- Audience research methods
- Insights from Arts Marketing and the rise of Big Data
- Segmentation and processes of engagement
- The psychology of spectatorship
- Participatory organisations and practice
- Designing positive audience experiences
- Aesthetic and embodied experiences
- The politics of audiency, publics and communities
- Co-production, co-creation and the changing role of audiences
- Evaluating audience impact and articulating cultural value

Teaching methods

Delivery typeNumberLength hoursStudent hours
Class tests, exams and assessment14.004.00
Lecture81.008.00
Practical21.002.00
Seminar81.008.00
Tutorial10.250.25
Private study hours277.75
Total Contact hours22.25
Total hours (100hr per 10 credits)300.00

Private study

Reading and literature searches (190 hours)
Preparation of assessment (colloquium presentation) (25 hours)
Writing and preparation of assessment (report) (62.75 hours)

Opportunities for Formative Feedback

Student progress will be monitored in seminars, through online discussion via the VLE and in the group tutorials.

Methods of assessment


Coursework
Assessment typeNotes% of formal assessment
Assignment1 x 5,000 - 5,500 word policy report65.00
PresentationVerbal - Colloquium presentation 10 mins + 5 mins questions35.00
Total percentage (Assessment Coursework)100.00

Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated

Reading list

The reading list is available from the Library website

Last updated: 15/08/2018

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