La transformación de los públicos de los museosde los estudios de público al desarrollo de audiencias

Zusammenfassung

Nowadays, knowing the public is essential for strategic planning on which the management of museums should be based, since they facilitate decision-making based on an objective analysis of reality. Hence, Visitors Studies have been integrated into more general planning policies, and therefore, they have become increasingly connected with management, forming part of what has come to be called «Audience Development». However, the rapid social, technological, and cultural transformation that our society has undergone in recent years, and especially in recent months, has caused this public to undergo a process of change, the scope of which is still difficult to predict. From public to cultural consumers, users, or clients, from visitors to virtual audiences, from spectators to participants, the terminology we use to refer to this variety of interrelated roles has been reflecting this evolution because of social transformation but also of models we adopt to interpret this changing scenario