Converging with audiences

Radbourne, Jennifer 2013, Converging with audiences. In Radbourne, Jennifer, Glow, Hilary and Johanson, Katya (ed), Audience experience: a critical analysis of audiences in the performing arts, Intellect, Bristol, England, pp.143-158.

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Title Converging with audiences
Author(s) Radbourne, Jennifer
Title of book Audience experience: a critical analysis of audiences in the performing arts
Editor(s) Radbourne, Jennifer
Glow, HilaryORCID iD for Glow, Hilary
Johanson, KatyaORCID iD for Johanson, Katya
Publication date 2013
Chapter number 10
Total chapters 11
Start page 143
End page 158
Total pages 16
Publisher Intellect
Place of Publication Bristol, England
Keyword(s) audience research
audience evaluation
Summary The new theories and discourse in the creative industries have revealed a necessary relationship between producer and consumer, which, in the performing arts, is demonstrated by a recognisable change in the relationship between artist or performer and audience. Relationship marketing theory has been challenged by the new arts consumer who is on a quest for self-actualisation where the creative or cultural experience is expected to fulfi l a spiritual need that has very little to do with the traditional marketing plan of an arts company or organisation. 

This chapter scans arts marketing developments over the past thirty years to arrive at an examination of authenticity that engages a new individualistic, independent, informed and involved arts consumer who is changing the marketing paradigm. Through examples of theatre and orchestral audiences, a new paradigm of convergence marketing is characterised, and a model for practice proposed.
ISBN 1841507784
Language eng
Field of Research 190404 Drama, Theatre and Performance Studies
Socio Economic Objective 950105 The Performing Arts (incl. Theatre and Dance)
HERDC Research category B1 Book chapter
ERA Research output type B Book chapter
HERDC collection year 2013
Copyright notice ©2013, Intellect
Persistent URL

Document type: Book Chapter
Collection: School of Communication and Creative Arts
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