Audience Development im Museum

The museum, as an institution with complex educational relevance, holds great societal importance. Nevertheless, museums complain about a lack of visitors. Is the versatility of the museum as a place of learning being overlooked? Theoretical approaches explain what distinguishes visitors from non-visitors. The behaviors of (potential) young culture enthusiasts are described. The concept of Audience Development, originating in the USA, which develops programs for visitor development, acquisition, and retention, is presented and compared with developments in Germany. The advantages of museum work focused on children and young people through professional Audience Development are emphasized. The possibilities for overcoming art apathy are demonstrated and analyzed through the project Learning City Museum - Schools and Local Museums in Partnerships by the Robert Bosch Foundation, the State Gallery Stuttgart, the Ministry of Culture, Youth and Sports of Baden-Württemberg, and the European Social Fund. This book is aimed at museums and other cultural institutions, schools, cultural managers, and interested parties.