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<\/div>\n

Foto: Sara Falk Garde<\/span><\/p>\n\n\n\n

Festivalen Golden Days\u2019 initiativ \u201dK7\u201d giver unge mellem 18-27 \u00e5r gratis adgang til museer og kulturinstitutioner i uge 37. Det er dog langtfra alle unge, der kender til initiativet og jo l\u00e6ngere fra hovedstaden og storbyerne, man kommer, desto mindre opm\u00e6rksomhed synes der at v\u00e6re p\u00e5 kulturtilbuddet.<\/strong><\/p>\n\n\n\n

En torsdag formiddag tr\u00e6der jeg ind i den r\u00f8de herskabsvilla Grimmerhus i Middelfart. Her har keramikmuseet CLAY sin hovedbygning omgivet af den tilh\u00f8rende skulpturpark med udsigt over Lilleb\u00e6lt.<\/p>\n\n\n\n

Det f\u00f8rste jeg bliver spurgt om af museumsmedarbejderne, da jeg henvender mig ved receptionsskranken, vedr\u00f8rer min alder.<\/p>\n\n\n\n

\u00bbS\u00e5 kan du jo komme gratis ind,\u00ab siger kvinden muntert, da jeg fort\u00e6ller hende, at jeg er 22 \u00e5r gammel. Hun r\u00e6kker mig et sort, ovalt klisterm\u00e6rke med CLAY\u2019s hvide logo p\u00e5.<\/p>\n\n\n\n

I uge 37 kan unge mellem 18-27 \u00e5r f\u00e5 gratis adgang til 111 kulturinstitutioner landet over p\u00e5 grund af det landsd\u00e6kkende arrangement K7, som fik sin debut sidste \u00e5r. K st\u00e5r for kultur og 7 for 7 dage, uge 37 og op til 27 \u00e5r. Ambitionen med K7 er at g\u00f8re museer og andre kulturinstitutioner mere tilg\u00e6ngelige for et ungt publikum og styrke deres tilknytning til kulturlivet. Festivalen Golden Days<\/em> st\u00e5r bag initiativet, som f\u00e5r \u00f8konomisk st\u00f8tte fra K\u00f8benhavns kommune og Spar Nord Fonden. Pengene fra de to sponsorer bliver brugt p\u00e5 at markedsf\u00f8re arrangementet med en opm\u00e6rksomhedskampagne, der skal g\u00f8re de unge klar over, at tilbuddet eksisterer.<\/p>\n\n\n\n

Hvem kender K7?<\/strong><\/p>\n\n\n\n

Det er dog langtfra alle unge, der kender til K7\u2019s eksistens. En rundsp\u00f8rge blandt de studerende p\u00e5 bachelor i journalistik afsl\u00f8rede, at kun 7 ud af 69 studerende kendte til arrangementet. Jeg er ogs\u00e5 den eneste museumsg\u00e6st hos CLAY, der endnu ikke har f\u00e5et gr\u00e5 st\u00e6nk i h\u00e5ret. P\u00e5 min vej gennem museets underjordiske udstillingslokaler passerer jeg g\u00e6ster, der st\u00f8tter sig til gangstokke eller g\u00e5r rundt med h\u00e6nderne foldet bag p\u00e5 ryggen.<\/p>\n\n\n\n

Da jeg igen st\u00e5r ved museets reception og sp\u00f8rger ind til antallet af unge bes\u00f8gende museet har haft, f\u00e5r jeg at vide, at jeg er den fjerde ung, der har bes\u00f8gt dem i l\u00f8bet af ugen.<\/p>\n\n\n\n

\u00bbDet virker ikke til, at de unge ved det,\u00ab siger kvinden bag skranken med et sk\u00e6vt smil og et tr\u00e6k p\u00e5 skuldrene.<\/p>\n\n\n\n

Det samme lave fremm\u00f8de g\u00e6lder museet Arresten i Faaborg. Deres deltagelse i K7 sidste \u00e5r f\u00f8rte til nul ekstra bes\u00f8gende fra 18-27 \u00e5r, mens de i \u00e5r fik seks. I en mail fort\u00e6ller PR-ansvarlige Anne H\u00f8yby, at hun er usikker p\u00e5, om museets deltagelse i K7 har en effekt:<\/p>\n\n\n\n

\u00bbJeg ved ikke, om det er fordi, vi er langt fra den reelle kampagne, som kun rammer hovedstaden, s\u00e5 vidt jeg ved \u2013 eller om det skyldes, at vi ikke er en studieby. Vi har delt budskabet om kampagnen p\u00e5 vores egne sociale kanaler, men har s\u00e5 at sige ikke \u201dkastet penge\u201d efter at f\u00e5 budskabet ud, s\u00e5 det kan naturligvis ogs\u00e5 v\u00e6re forklaringen.\u00ab<\/p>\n\n\n\n

Festivalleder for Golden Days<\/em> Svante Lindeburg mener dog ikke, at kampagnen kun rammer hovedstaden:<\/p>\n\n\n\n

\u00bbDen reelle kampagne er hele vores nationale PR-kampagne og vores kampagne p\u00e5 de sociale medier, som jo ikke p\u00e5 den m\u00e5de kun er afgr\u00e6nset til hovedstaden. S\u00e5 der har jo v\u00e6ret masser af landsd\u00e6kkende tiltag.\u00ab<\/p>\n\n\n\n

Udover at markedsf\u00f8re initiativet p\u00e5 de sociale medier med hj\u00e6lp fra influencers og kulturpersonligheder, er der ogs\u00e5 blevet sendt pressemeddelelser ud til landsd\u00e6kkende og lokale medier.<\/p>\n\n\n\n

Provins versus storby<\/strong><\/p>\n\n\n\n

Opm\u00e6rksomhedskampagnen bliver st\u00f8ttet med et bel\u00f8b p\u00e5 200.000 kr  fra Spar Nord Fonden fordelt p\u00e5 to \u00e5r, mens K\u00f8benhavns kommune i \u00e5r st\u00f8tter arrangementet med 178.000 kr. Pengene fra K\u00f8benhavns kommune bliver specifikt brugt p\u00e5 at yde en ekstra indsats for de kulturinstitutioner, der ligger i K\u00f8benhavnsomr\u00e5det. K\u00f8benhavns kommune har derfor flere midler at g\u00f8re godt med fra start. Tal fra sidste \u00e5rs K7 viser, at enkelte museer i K\u00f8benhavnsomr\u00e5det havde fordoblet deres antal af unge g\u00e6ster i uge 37. Tallene fra i \u00e5r afsl\u00f8rer, at der har v\u00e6ret flest unge bes\u00f8gende p\u00e5 Glyptoteket i K\u00f8benhavn, som har f\u00e5et 3.649 unge bes\u00f8gende p\u00e5 \u00e9n uge.<\/p>\n\n\n\n

\u00bbVores tal viser ikke en sk\u00e6vvridning, men hvis der er, s\u00e5 kan man jo sige, at K\u00f8benhavns kommune jo ogs\u00e5 har betalt for ekstra opm\u00e6rksomhed omkring museerne i hovedstadsomr\u00e5det i og med, at de st\u00f8tter kampagnen direkte,\u00ab udtaler Svante Lindeburg.<\/p>\n\n\n\n

Et oplagt udviklingspunkt for K7 vil v\u00e6re at f\u00e5 andre kommuner til ogs\u00e5 at sponsorere initiativet, tilf\u00f8jer han. Han mener dog, at der kan v\u00e6re en anden grund end forskellen p\u00e5 \u00f8konomisk st\u00f8tte til, at museer uden for storbyerne m\u00e6rker mindre opm\u00e6rksomhed p\u00e5 tilbuddet:<\/p>\n\n\n\n

\u00bbJeg tror ikke, at det handler om hovedstaden overfor provinsen, men derimod om hvorvidt der er en geografisk t\u00e6thed af museer og st\u00f8rrelsen p\u00e5 museerne. Generelt kan vi se, at de store museer har klaret sig virkelig godt og de sm\u00e5 knap s\u00e5 godt.\u00ab<\/p>\n\n\n\n

K7 vender tilbage for tredje gang til n\u00e6ste \u00e5r. Golden Days h\u00e5ber og arbejder for, at K7 bliver et fast tilbagevendende arrangement.<\/p>\n","protected":false},"excerpt":{"rendered":"

Foto: Sara Falk Garde Festivalen Golden Days\u2019 initiativ \u201dK7\u201d giver unge mellem 18-27 \u00e5r gratis adgang til museer og kulturinstitutioner i uge 37. Det er dog langtfra alle unge, der kender til initiativet og jo l\u00e6ngere fra hovedstaden og storbyerne, man kommer, desto mindre opm\u00e6rksomhed synes der at v\u00e6re p\u00e5 kulturtilbuddet. En torsdag formiddag tr\u00e6der […]<\/p>\n","protected":false},"author":136,"featured_media":3818,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_oct_exclude_from_cache":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[341],"tags":[],"coauthors":[355],"class_list":["post-3817","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kulturogsamfund"],"yoast_head":"\nManglende opm\u00e6rksomhed p\u00e5 kulturtilbud for unge uden for storbyerne - LIXEN<\/title>\n<meta name=\"description\" content=\"LIXEN er de journaliststuderendes avis ved Center for Journalistik p\u00e5 Syddansk Univeristet, hvor du kan finde sp\u00e6ndende indhold fra de journaliststuderende. 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