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Figure 7 Cumulative impact or multiple experiences over time
CUMULATIVE IMPACT
It stands to reason that if all of the individuals in a population experience the
long-term benefits of regular cultural experiences, this will result in benefits at
the societal level as well; however, this is not to say that value of arts and culture
to society is simply the sum of the impacts received by individuals. The sum of
individuals’ cumulative impacts can only give an incomplete picture of the total
value created (O’Brien 2010, 27; Fourcade 2011, 55), since it ignores values that
are inherently social such as the value of active and engaged citizens. Similarly, the
economic spillover benefits that are derived by restaurants in close proximity to a
newly opened concert hall would not be captured by summing the impacts experienced
by those who attend performances.
The three stages of impact and the notion of cumulative impact do not amount to
a coherent model of lifelong cultural engagement; however, we have found them
helpful in making sense of the literature we have reviewed and in framing additional
questions.
There is much to be learned about the relationships between the different forms
of impact that we have distinguished. While the work of many researchers from
different disciplinary backgrounds is slowly filling in the steps between the
initial physiological response to a cultural event, the experienced impact, and the
long-term social benefits, there are many unanswered questions about the relationships
between these steps (Belfiore and Bennett 2010, 125; Selwood 2010, 20;
Knell and Taylor 2011, 13). For instance:
• What is an effective ‘dose’ of culture Can a two-minute video clip provide as
much impact as a four-hour opera or is the duration an important factor
• If impacts deteriorate in the absence of additional cultural experiences, how
often must one experience impacts to build up cumulative impacts
• How do the impacts of various art forms differ from one another
• How do the experiences of various cultural events interact with each other Is
the relationship always symbiotic or can they also detract from each other
These questions suggest rich veins of research that remain to be explored.
Measuring Individual Impact: Qualitative Research 94
UNDERSTANDING the value and impacts of cultural experiences