POLObs study reveals profile of Braga Culture audiences

The final report of the scientific research “Braga Culture Publics: 2nd semester of 2020” carried out by the Observatory for Science, Communication and Culture Policies (POLObs) is already available to the public. The study, commissioned by the Municipality of Braga, in the framework of the city’s candidacy to become the European Capital of Culture 2027, was carried out over 11 months with the collaboration of a team of seven researchers, coordinated by Manuel Gama, the researcher responsible for the Cultural section of the Observatory.

The main objectives of the study were focused on mapping and identifying the profile of the audiences of cultural equipments and events in Braga and tracing the profile of the potential audiences of the municipality. The development of the study was based on a methodology that combined a qualitative approach with a quantitative one and integrated diversified instruments and techniques such as surveys, documental analysis, interviews and focus groups that ensured the breadth, scope and depth of the study questions.

The results of the research reveal that the male public, aged between 40 and 74 years, are those who, on the one hand, most frequently visit and get to know cultural spaces and, on the other hand, those who most frequently attend/participate in cultural events. The Theatro Circo, Centésima Página and gnration compose the set of cultural spaces most frequently visited and known in Braga.

The amateur artistic practices (PAA), stand out due to their very low frequency of realisation, being that, in spite of being reduced, music and visual arts are the two less rare amateur practices in the daily lives of the public. Regarding the remaining outgoing cultural practices, the public’s consumption is residual, with visits to historical monuments, museums or art galleries being, although not very expressive, those with the most frequent consumption.

If it is the female audiences who watch television and read books the most, regardless of whether it is for school or professional reasons, it is the male audiences who listen to the radio the most.
It is also relevant to point out that for female publics, personal interest, such as the theme of the activities and the recommendation of family/friends/acquaintances, is more important than for male publics.

Female publics are the ones who most frequently carry out leisure and free time activities, especially cultural activities and socialising with family and friends. Male publics favour sports activities, activities in contact with nature and PAA (dance, literature, music, theatre, visual arts, audiovisual and multimedia).

These and other results are available here in full.

In addition to the Braga Cultural Audiences project, the Observatory collaborated with the City Hall in the development of a model for monitoring and evaluating the city’s application phase to the ECOC, referred to in the application dossier of Braga as European Capital of Culture 2027, recently presented in a face-to-face event open to the public.

On the occasion, Cláudia Leite, general coordinator of Braga’27, reiterated the importance of scientific studies for the consolidation of strategies for the area of Culture. “In fact there is an absence of a programme, at a national level at this moment, of all that is statistics and information at a cultural level and, therefore, we have a need to build cultural policy based on facts and also based on a serious analysis of what the reality is and its impacts. And this collaboration with PolObs, also in this perspective of Observatory, of continuity, is fundamental in order to analyse the impact of the project and to eventually understand the need to rectify the long-term trajectory”.

[Posted: 26-01-2022]