Theatre Talks – Audience Development in Three Perspectives: Marketing, Cultural Policy and Theatrical Communication

Daria S.  Nielsen

Titles

Abstract

Theatre Talks emerged as an audience reception research method in Sweden. In this article I describe the evolution of the method and put it into practical perspectives. At first, Theatre Talks provided extensive insights into the experiences of Stockholm theatre audiences in the 1980s. Those results inspired the inventor of the method, Willmar Sauter, to develop a theatre communications model, which changed the academic discourse on the theatrical communication process. In Australia, Rebecca Scollen successfully applied the method for an audience development projects aimed at non-attenders. In Denmark, Louise Ejgod Hansen noticed that Theatre Talks might access a democratic potential of theatre. All of these effective applications of the method inspired me to look at Theatre Talks as an audience development tool from three combinatory perspectives: (1) marketing – its potential for increased ticket sales and changing the behaviour of the customers, (2) cultural policy – for higher diversity and participation in theatre, and (3) theatrical communication – for improved understanding and better satisfaction from participation in the performance.

Keywords

Theatre Talks, audience development, audience research, cultural marketing, culture policy / rozmowy teatralne, rozwój publiczności, badania publiczności, marketing kultury, polityka kulturalna

Theatre Talks, audience development, audience research, cultural marketing, culture policy

References

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Information

Information: Culture Management, 2019, Volume 20, Issue 3, pp. 397 - 409

DOI: https://doi.org/10.4467/20843976ZK.19.023.11129

Article type: Original article

Titles:

Polish:

Theatre Talks – Audience Development in Three Perspectives: Marketing, Cultural Policy and Theatrical Communication

English:

Theatre Talks – Audience Development in Three Perspectives: Marketing, Cultural Policy and Theatrical Communication

Authors

Daria S. Nielsen

https://orcid.org/0000-0003-2616-2289

Stockholm University, Stockholm, Sweden

University of Lodz, Poland, ul. Narutowicza 65, 90-131 Łódź

Published at: 24.10.2019

Article status: Open

Licence: CC BY-NC-ND

Percentage share of authors:

Daria S. Nielsen (Author) - 100%

Article corrections:

-

Publication languages:

English

View count: 1632

Number of downloads: 2082

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