This study was commissioned by the promoters of the candidacy – the Municipality of Braga and the municipal company Teatro Circo de Braga EM SA –, to the Observatory of Science, Communication and Culture Policies (POLObs), of the Communication and Society Research Centre of the University of Minho, within the scope of the Braga’s Cultural Strategy 2020-2030 and the city’s bid for the European Capital of Culture.
The main objectives of this study were two: to understand the different audiences of the cultural facilities and events of reference in Braga and to identify potential new audiences in the territory.
The process of the study also made it possible to analyse the strategic communication of the municipality and the cultural institutions targeted, identifying some of their impacts on dialogue, involvement, loyalty, and audience development. Through it, it was also possible to quantify the public’s satisfaction with the current cultural offer in the city.
This study, therefore, integrated three dimensions: first, a dimension of analysis that aimed to approach the cultural context of the region in its most varied dimensions, with a special focus on the Municipality of Braga, taking into account the work developed within the scope of Braga 2020-2030; a second dimension focusing on strategies for cultural audience development; and a third major dimension that focused on the current and potential audiences of Braga’s culture.
Questionnaire surveys were the main data collection instruments in this third dimension, so we would like to thank all the people who took the time to submit them.