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Структурирование музейной аудитории на примере Ижевска и Воткинска
The purpose of the article is to determine the structure of the museum audience using evidence from two cities of the Udmurt Republic (Izhevsk and Votkinsk). Modern anthropological and sociological research demonstrates the necessity to understand the transformations of the organizational principles in museums and their operations, which involve intensifying interactivity in various forms, providing opportunities for individual involvement and for the activities of public associations. The development of museums involves a combination of two factors: firstly, the articulated symbolic value of objects, and, secondly, various types of the capital of actors who make up a casual or loyal audience. Museums in provincial cities have difficulties with these factors, since the residents of the cities (due to their inherent habitus) have limited resources, and the cultural value of visiting museums is not obvious to them. In addition, provincial museums usually do not have information about who their visitors are and what their cultural needs are. The empirical basis of the study is based on the results of a qualitative study of Izhevsk and Votkinsk museums employees (n=25), supplemented by surveys in Izhevsk (n=600) and Votkinsk (n=330). In accordance with L. Lotin's typology, five forms of cultural involvement have been identified –public, audience, visitors, users (regular visitors), and participants. Analysis of the “public” and “audience” categories allows us to identify going to museums as a form of leisure. A wider choice of recreational opportunities and a larger number of cultural institutions leads to the formation of differences in leisure behavior patterns of residents of Izhevsk and Votkinsk, but they are associated with commercial rather than cultural forms of leisure. Regular visitors to museums and other cultural institutions (that are mostly middle-aged women, retired persons, and families with children) demonstrate a high degree of satisfaction with the content and level of work of these institutions. At the same time, there are difficulties associated with the transition of regular visitors to the category of active participants. The reasons for this are museum limitations related to personnel, resource, and organizational factors, and the current level of the museum audience differentiation.