Outreach and education practice as audience engagement strategy in the performing arts: An international perspective

This thesis generates original insights into how performing arts organisations implement their outreach and education practices when engaging audiences. Its methodology includes an online survey, interviews with arts managers and practitioners, and case studies with the Barbican Centre in the UK and the Esplanade – Theatre on the Bay in Singapore. This mixed-methods approach aims to offer in-depth knowledge on what terminologies prevail in practice, the objectives of this practice, and how practice is being implemented, positioned, and valued in performing arts organisations. Findings suggest that outreach and education practice is on a trajectory from the democratisation of culture towards cultural democracy. In some organisations, outreach and education practice operates as audience engagement strategy, which plays a vital strategic and philosophical role. In others, it is marginalised, outsourced, or neglected altogether. The research reveals that outreach and education practice attempts to reconcile ideologically opposed objectives. A successful model of outreach and education practice that reflects the organisational missions and priorities requires coordination and effort from multiple departments as well as strong artistic leadership. Whether the practice is managed by a separate department or embedded within the artistic department, a balanced relationship with artistic programming is vital. The study argues that effective outreach and education represents an egalitarian approach and a reciprocal process that enables organisations to engage with their audiences and wider communities while co-creating meaningful arts experiences with them. The significance of this study is that it theorises and re-conceptualises the notion of outreach and education in the light of recent thinking in the areas of cultural democracy and cultural leadership in relation to cultural participation, which suggests there is an urgent need to recognise the leadership role that performing arts organisations can play in supporting cultural participation and promoting cultural democracy via outreach and education practice.