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Migrants as audiences for public cultural institutions – The current status quo viewed from a supply perspective

Germany is – and has always been –  a country deeply influenced by immigration. The integration of immigrants is a highly important socio-political issue. The most prominent indicators of successful integration processes are the degree of participation in the fields of work and education, the ability to prosper and take part in social relationships, and the possibilities to access and participate in the host country’s social and cultural life. In this regard, holistic integration policies demand an “intercultural opening”, especially focusing on public cultural institutions.

Up to the present day, there are no systematic analyses on the topic of cultural institutions’ policies regarding migrants as target groups. “Migrants as audiences for public cultural institutions – The current status quo viewed from a demand perspective” – carried out by the Center for Audience Development (ZAD) – constitutes the first representative study on this topic.

Based on a representative survey that was conducted at national level, ZAD investigated the following issues:

  • Do German cultural institutions take into account immigrants as specific target groups?
  • If so, do they apply specific marketing tools to address immigrant audiences?
  • Do institutions focus on single immigrant groups addressing their cultural backgrounds?

Cultural institutions were asked to rate the importance of immigrants as target audiences in the present and the future, as well as the general significance of the subject of “migrants as audiences”.

The study is preliminary to a representative survey investigating the demand side, i. e. the level of interest and cultural participation of immigrants in Germany.