Presentation Schedule
Audience Engagement in Theatre Activities: Q Sort Methodology Research (82217)
Session Chair: Skaiste Jurene
Thursday, 31 October 2024 12:00
Session: Session 2
Room: Room 107
Presentation Type:Oral Presentation
There is a unanimous agreement that audience engagement (AE) is currently and will be one of the most important challenges for cultural organisations. Cultural organizations apply a wide variety of online and offline tools to reach their audience for increasing engagement. Still, there is a lack of research that could help to understand how those tools impact audiences. Thus, this paper presents the concept of AE, identifies AE tools and their categories, presents the contributors to audience preparedness to engage, and the types of behavior of AE. Q sort methodology research was conducted with the Lithuanian theatre audience. Q sort methodology creates an opportunity to systematically evaluate the subjective opinion of the audience by using qualitative and quantitative analysis. This method was applied to determine differences among the audience groups, to investigate which engagement tools and approaches are the most essential in the theatre, and to suggest the most suitable tools to influence engagement. The analysis of the statements identified a new category of audience engagement tools, which was not revealed by either the theoretical analysis or the previous study of the tools - tools to promote social interaction. Moreover, five theater audience groups were found out. Those groups excel because of different existing contexts and relevance. Also, they tend to use distinct kinds of AE tools. This study contributes to a better understanding of how cultural organizations should manage their audience engagement tools to achieve higher levels of engagement.
Authors:
Skaiste Jurene, Vilnius University, Lithuania
About the Presenter(s)
Dr. Skaiste Jurene is working as a lecturer at Vilnius University Kaunas Faculty in Lithuania.
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