The aim of this thesis is to investigate whether the theory of nudges can serve as a useful tool for promoting cultural participation among the citizens of Venice, in light of the island’s social and economic conditions.
The project falls within the framework of culture-led regeneration, which is examined in this thesis from a regulatory, theoretical and historical perspective.
Subsequently, it will be possible to delve into the reality of Venice through an analysis of social issues, including depopulation, the lack of affordable housing and the decline in taxpayers with low to middle incomes in the island’s outlying districts. Conversely, the high number of cultural events is concentrated in certain districts with a high average income and where tourist numbers are greater.
Culturally-based urban regeneration projects should be widely distributed across the territory, and this aspect has also been emphasised by the legislator.
Some initiatives have pursued this aim by relocating museum activities to outlying neighbourhoods, as in the ‘Rete delle Case del Quartiere’ project in Turin, which has encouraged cultural participation.
No similar process has taken place in Venice, but the possibility has been examined that the Querini Stampalia Foundation, through the installation of artworks in Campo di Santa Maria Formosa, has created nudges that have encouraged museum attendance and cultural dialogue. Through an analysis of nudge theory and the case studies presented, we will understand how the distribution of cultural events across the outlying districts is essential for the cultural and social regeneration of Venice, and we will examine whether and how these gentle nudges can serve this purpose.