The Demand and Supply for Popular Culture: Evidence from Italian Circuses

Despite an extensive empirical literature on the determinants of cultural consumption, few studies focus on the demand for popular forms of culture (i.e. reality television, popular music, yellow journalism, among the others). The purpose of this paper is to fill this lacuna by analysing the market for circus, a worldwide popular performing art. To this aim, a demand–supply model is investigated using data on 107 Italian provinces over the period 2006–2007, by applying the SUR and the 3SLS methodologies. Findings confirm the economic theory, since price is negatively correlated with the quantity demanded and positively with the quantity supplied. According to our results circus is an inferior good. This result show that high and popular culture are far from competing each other. Cinema, theatre and concerts turn out to be feeble substitute goods for circus. Circuses in the South and Islands of Italy are characterised by longer stays in a single location probably due to higher appreciation for circus performances and favourable climate conditions. Since the determinants of popular culture demand are find to be different from those of high culture, our findings can be useful for policy makers to implement policies finalised to social inclusion and social cohesion.