Media convergence – understood, following Henry Jenkins, as the flow of content across multiple media platforms – acquires new meanings and has new potential implications in the current post-digital context. During confinement, we have witnessed an exponential growth of search and offer of entertainment linked to the arts and culture via different, mostly digital, media. This in turn has an impact on audience development.
Do we know why people do or do not participate in arts and culture in a post-digital context? Who are they and what are their main drives? And how to find out while securing necessary and important data protection? How big data and data analysis can be helpful? How can digital tools help a post-digital culture identify its post-digital audience? These questions need to be addressed through renewed critical lenses in the current global context.