“Study and Development of Audiences for cultural organizations”

Paula Vergara Ibáñez - Coordinator of the Public and Territories Unit, Ministry of Cultures, Arts and Heritage.

Presentation that reflects on the tools and methodologies that are available to cultural organizations to understand their audiences, and that allow them to implement planned and strategic processes to create and maintain links with them.

“How to develop research from a cultural institution?: Learnings and challenges from an applied research case in Balmaceda Arte Joven”

Malen Cayupi - Sociologist and Diploma in Creative Education, Head of BAJ Studies | María Luisa Vergara - Economist and Actress, Researcher of the BAJ Cultural Diversity project

A critical analysis of the process behind a case of applied research in Balmaceda Arte Joven is presented, delving into the learning, successes and difficulties that we face when bringing research into dialogue with programming and institutional dynamics.

”Profiles of theater audiences: Significances of cultural participation and theater attendance in GAM”

Valentina Torres Novoa - Coordinator of the GAM Studies Area

Based on a methodological proposal for audience segmentation based on multiple correspondence analysis (MCA) and qualitative aspects, the meanings that GAM theater audiences attribute to the concept of cultural participation and theater attendance are analyzed, along with their motivations and perceptions of the cultural center. Emphasis is placed on minority audiences, a segment that offers fundamental keys to rethink public and institutional policies aimed at expanding and diversifying access.

"Thinking and doing: The intersections between social research and cultural management"

Sebastián Zenteno - Sociologist and Cultural Manager, Master in Sociology from the Alberto Hurtado University. Vice President Capa3, and founding partner of Sociodinámica.

This paper explores how social research can enrich cultural management through the use of data and academic methodologies, contributing to the design of cultural plans, mediation strategies and public policies to close access gaps and promote transformative cultural practices.