Menschen mit Migrationshintergrund als Publika in deutschen Kultureinrichtungen: (Interkulturelles) Audience Development als ein geeignetes Modell?
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Studienarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Interkulturelle Kommunikation, Note: 1,3, Veranstaltung: Kulturmanagement und Kulturpolitik, Sprache: Deutsch, Abstract: Die unter dem vielzitierten Schlagwort des "demografischen Wandels" zusammengefassten Veränderungsprozesse hinsichtlich der soziostrukturellen Bevölkerungszusammensetzung stellen den Kultursektor in Deutschland vor immense Herausforderungen. Während es einigen privaten Kulturanbietern mittlerweile gelingt, sich einem vielfältigeren Publikum zu öffnen, tun sich ein Gros des öffentlich-geförderten Kultursektors weiterhin schwer damit, Besuchsbarrieren nachhaltig abzubauen. Da auch für öffentlich geförderte Häuser die eigene Legitimationssicherung langfristig nur dann gewährleistet ist, wenn die eigenen Angebote weiterhin nachgefragt werden, wird es eines der gro en kulturpolitischen Herausforderungen sein, Kulturangebote für Menschen unterschiedlicher Milieus und Herkunft attraktiver zu gestalten. Eine Bevölkerungsgruppe, die in diesem Kontext immer wieder in der kulturpolitischen Debatte auftaucht, ist die der "Menschen mit Migrationshintergrund" (MGH). Doch - 'Wie lässt sich diese heterogene Gruppe als Kulturpublika gewinnen' und 'Sind Personen allein aufgrund kulturell bedingter Konsum- und Rezeptionsgewohnheiten differenziert anzusprechen?' In der kulturpolitischen Debatte wird in Hinblick auf diese Fragen vor allem ein Konzept diskutiert: Audience Development (AD). Dabei handelt es sich sowohl um ein ganzheitliches Managementkonzept, das auf eine umfassend besucherorientierte Kulturinstitution abzielt, als auch um eine Beschreibung, in welcher Art und Weise die Beziehungen zwischen einer Kulturinstitution und ihren (potenziellen) Besucher*innen strategisch ausgestaltet werden können. Während AD in den USA und GB bereits seit den 1990er-Jahren zunehmend verbreitet ist, befindet sich dieser Themenbereich in Deutschland noch immer im Anfangsstadium. Einige Modellproj
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