Regional voices talk theatre: audience development for the performing arts
Article
Article Title | Regional voices talk theatre: audience development for the performing arts |
---|---|
ERA Journal ID | 19797 |
Article Category | Article |
Authors | |
Author | Scollen, Rebecca J. |
Journal Title | International Journal of Nonprofit and Voluntary Sector Marketing |
Journal Citation | 13 (1), pp. 45-56 |
Number of Pages | 12 |
Year | 2008 |
Place of Publication | London, United Kingdom |
ISSN | 1465-4520 |
1479-103X | |
Digital Object Identifier (DOI) | https://doi.org/10.1002/nvsm.298 |
Web Address (URL) | https://onlinelibrary.wiley.com/doi/10.1002/nvsm.298 |
Abstract | [Abstract]: Audience development is somewhat of a ‘buzz word’ within the Australian performing arts sector at present. However, rather than actually engage with audiences and with non-attenders to discover how to best service the community, most performing arts organisations approach audience development from a product-centred viewpoint. In direct contrast to this, the Talking Theatre project (2004-2006) was implemented in regional Queensland and in the Northern Territory in Australia as an audience development initiative focused on the consumer. The project sought to assist performing arts centres (PACs) to better engage with their local communities and to build new audiences for the future. In particular, the research aimed to understand non-attenders; their reasons for non-attendance, and their reactions to a range of live performances they experienced under study conditions. The Talking Theatre project provided the vehicle for introduction, communication and relationship building to occur to assist in attitudinal and behavioural change. The non-attenders enjoyed their experiences at the PACs and have begun attending performances outside of study conditions. Limited awareness of the performing arts’ relevance to their lives combined with a lack of positive peer influence to attend, were the chief deterrents to attendance for the participants in the study. |
Keywords | audience development, regional Australia, performing arts, non-attendance, theatre, marketing |
ANZSRC Field of Research 2020 | 369999. Other creative arts and writing not elsewhere classified |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | Artsworx |
https://research.usq.edu.au/item/9y26y/regional-voices-talk-theatre-audience-development-for-the-performing-arts
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