|Friend or Foe?: An Examination of the Use of Technology for Audience Engagement in Performing Arts Organizations|
Uploaded by: Arts Administration Program
Pockets: Arts Administration Program Theses (Permission Required), Arts Administration: General, Dance, Marketing, Media, Multimedia, Computers & Networks, Other, Theater
Tags: Audience engagement, Mobile Application, Performing arts, Start-Up, technology
Description/Abstract: Many industries, including the arts, are adapting quickly to an ever-growing and changing technology market and are utilizing it in an innovative fashion for marketing and audience engagement. However, there remains a distance between the use of technology in the non-profit performing arts sector and other industries, including the non-profit visual arts sector. To contribute to understanding of technology’s role in the performing arts, this thesis thus presents and examines how administrators across three performing arts organizations are currently using technology for audience engagement. The paper is organized in three chapters, with the first exploring the technologies that are being used and the strategies behind digital initiatives developed and implemented in all three organizations studied. The second chapter examines on how the use of technology affects these organization and their work culture, and the third chapter examines what organizations are doing to better understand and measure the effectiveness of the digital initiatives, as well as the effect the use of technology has on the audience members. The study’s findings indicate that while there are challenges to the use of technology for audience engagement, it is overall beneficial to the organization, to the art forms presented, and the audience members. However, administrators should ensure that technology does not interfere with the live experience that remains fundamental to the performing arts.