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近年來，國內有越來越多藝文活動、表演組織出現，參與人數也漸漸成長，藝文活動對於國民的重要性提升。然而在表演藝術市場中，表演藝術團體必須面對的除了國內外表演團體作品增加，市場競爭激烈之外，表演藝術觀眾的消費常會受到社會、經濟因素等影響，使表演藝術團體收入無法穩定成長。因此，培養表演藝術觀眾，並提升觀眾對於表演藝術團體的喜好與忠誠度，讓觀眾願意持續觀賞表演，進而成為表演藝術團體的擁護者，對於表演組織而言為一重要課題。 　　本研究旨在了解表演藝術組織的觀眾如何從非觀眾成為忠實觀眾的過程，並以成立時間長、累積觀眾數多且與觀眾有密切互動關係的「屏風表演班」做為研究個案，藉由深入訪談，以了解觀眾在成為忠實觀眾過程中的內外在影響因素、心理狀態與行為。 　　本研究發現，觀眾的初次觀賞理由主要是透過不同管道認識表演團體、對於表演團體產生興趣，再加上口碑宣傳，增加對於表演的信任，提升購票意願。初次觀賞時，如果能將表演與自身經驗連結，從中獲得共鳴與感動，會讓觀眾留下深刻的印象。此外，能夠加上愉快地整體觀賞體驗與表演團體主動提供下一次的節目資訊與優惠，會提升觀眾持續觀賞的意願。觀眾在受到表演藝術團體的獨特之處、表演內外與觀眾生活的連結，與好的服務品質所吸引，在累積多次滿意的觀賞經驗後，對於表演品質信賴，成為忠實觀眾；而觀眾加入表演團體的會員與志工後，對於團體會有更高的忠誠度。培養忠實觀眾不僅能維持既有觀眾，還能透過口碑吸引新的觀眾。本研究透過了解成為忠實觀眾的歷程，以提供表演藝術組織培養忠實觀眾做為參考。 / Recently, there are more and more performing activities and organizations, and there are also a growing number of people willing to participate in these activities. The importance of performance activities to people is increasing; however, in performing arts market, the organizations have to face not only the competitive market, but also the unstable income because performing arts consumption is frequently affected by social, economic or other determinants. Therefore, audience development, increasing preferences for performing arts and enhancing loyalty which makes audiences keep watching the performances have become crucial for performing arts organizations. The purpose of this research is to understand the process from non-audience to loyal performing arts organization audience. This research uses The Ping-Fong Acting Troupe as a case, which was founded in 1980s and had established close relationship with its audiences. Through in-depth interviews, this research examines the internal and external factors to become the loyal audiences. The research finds out that, the audiences notice the performing arts organization by different ways in the beginning. Next, they become interested and trust in the organization due to word of mouth. They decide to buy the performance tickets for the first try. During the performance, when they feel connected to the performance, they would be touched and impressed deeply. Furthermore, if the audience have nice overall watching experiences, and the organization offer the discount for the next show initiatively, the audience will be more likely to keep watching the performance played by the organization. In this stage, the audiences are attracted to the unique merits of the organization, the connection between the show and their experience, and high service quality. After they have several satisfying watching experiences, they become having confidence in the performance quality, and become loyal audiences. After the audience join the membership system and become the volunteer of the organization, they will be more loyal to the organization. Developing loyal audience not only maintain the audience, but also appeal to new audiences by word of mouth. To sum up, the research focus on realizing the process of becoming the loyal audience and it is expected to contribute to both practice and theory in arts management.

This master thesis is concerning the role of the manager in working with children and young audience in the world of theatre. The first chapters undertake the definition of the theatre for children and theatre played by children and brief history of this genre in the Czech Republic. It describes the history and rich tradition of festivals and parades in this area for different age categories until presence. The following chapters are dedicated to the relationship of theatres with their both audiences, current and potential. The thesis also appoints different possibilities of working with the audience and its development, its active engagement through interactive elements and impulses and building the long-term relationship with them. It defines the role of the manager in working with children and young audiences, it describes the activities of organisations concerning the theatre for children, dramatic education and concerning working with the audience and its development. In following chapters, there is description of specific needs of children and student audience and their characteristics. In next chapter there, is the analysis of the level of using marketing instruments and managerial attitudes in theatres, and the possibilities of financing activities of theatres aimed at children audience and youth. By studying the literature and conduction of my own quantitative research, I learnt about the level of cooperation between theatres and schools, and I evaluated the attitude of theatres towards children and youth audience and I was curious if the theatres are nurturing their future spectators.

Das Fachbuch „Der Stellenwert des Marketings in deutschen Konzert- und Opernorchestern“ liefert eine profunde empirische Untersuchung des Marketings deutscher Konzert- und Opernorchester. Es wird erstmals ein Vergleich von Konzert- und Opernorchestern hinsichtlich der System-, Finanz- und Strukturdaten sowie der Marketingorganisation und Marketingaktivitäten durchgeführt. Auch der Vergleich anhand der Orchestergrößenklassen sowie der Standorte im Westen bzw. Osten Deutschlands ist neu. Das zweite Kapitel liefert die theoretischen Grundlagen, es fragt nach der gegenwärtigen Bedeutung von Marketing und Marketingmanagement und erläutert vorherrschende Organisationsstrukturen des Marketings. Das dritte Kapitel widmet sich den Orchestern in Deutschland: Ausgehend von der Orchestergeschichte sowie den Förder- und Orchesterbetriebsstrukturen wird das Orchestermarketing umfassend vorgestellt. Im Rahmen der empirischen Untersuchung werden ferner die Methoden zur Messung des Marketingerfolges anhand der Kriterien Entwicklungsstufe des Marketings und Arbeitsweise des Marketings weiterentwickelt.

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I denna uppsats undersöker vi arbete med publik på Moderna Museet och Botkyrka konsthall genom att studera vilka logiker som gör anspråk på att reglera publikarbetet. Vi vill även se om publikarbetet påverkar kulturproduktionen inom institutionerna. Publiken, i rollen av medborgaren, har stått i centrum av den svenska kulturpolitiska retoriken sedan första hälften av 1900-talet. Språket har förändrats genom åren inom kulturfältet i och med införandet av nya begrepp och begreppsförflyttningar som t.ex. medborgarperspektiv, kulturell kvalitet, deltagande, dialog, kunder, effektivisering och resultatmätning. Bakom begreppen finns det handlingslogiker som formats av olika diskurser inom det kulturella fältet. En diskurs kan i korthet förklaras som det språk genom vilket vi tyder och förhåller oss till världen. Genom diskursanalys och nyinstitutionell teori kartlägger vi hur konstprofessionella-, demokratiska-, byråkratiska- och managementlogiken styr publikarbete på Moderna Museet och Botkyrka konsthall. Vårt resultat visar att det inte är en dominerande diskurs som tar anspråk på att styra och reglera konstinstitutionernas publikarbete. Vi kan däremot se att det är många olika logiker som existerar i en institutionell pluralism. Den demokratiska logiken har ett starkt grepp om publikarbetet, men de andra logikerna påverkar även val av hur man arbetar med publikarbete. Studien visar på att det är just publikarbetet som har fått bära statens och kommunens krav på att nå nya målgrupper och arbeta för mångfald samt tillgänglighet. Publikarbetet påverkar Moderna Museets och Botkyrka konsthalls kulturproduktion på olika sätt men på båda institutionerna har arbetet med publik en viktiga roll i legitimerandet av institutionernas verksamhet. / In this paper, we examine how Moderna museet and Botkyrka konsthall work with audience, by studying which logic claim to regulate the work with audience. We also want to see if their work with audience affects the production of culture within the institutions. The audience, in the role of citizens, has been the center of the rhetoric within Swedish cultural politics since the first half of the 20th century. The language has changed over the years in the cultural field with the introduction of new concepts and concept movement, such as citizen perspective, cultural quality, participation, dialogue, customers, efficiency and performance measurement. Behind the concept is the logics formed by various discourses in the cultural field. A discourse can be explained as the language through which we interpret and relate to the world. With discourse analysis and new institutional theory, we map how art professional-, democratic-, bureaucratic- and management logic controls the audience work in Moderna museet and Botkyrka Konsthall. The result shows there is a dominant discourse that claims to control and regulate the work within public art institutions. However, many different logics exist in an institutional pluralism. The democratic logic has a strong grip on the audience work, but the other logics also affect the choice of how to work with audience. This paper shows it is precisely the work with audience that had to bear the state and community’s requirements to reach new audiences and promote diversity and accessibility. The work with audience affects Moderna Museet and Botkyrka Konsthall in their cultural production in different ways, but the two institutions have been working with audience important role in the legitimization of institutions.

Des recherches au Québec (Garon, 2009), en France (Donnat, 2011) et aux États-Unis (Kolb, 2001) confirment un état de fait général: le vieillissement du public de la musique classique. Si le public du répertoire est reconnu pour posséder un haut niveau d’études, pourquoi les étudiants universitaires de nos jours ne sont-ils pas plus présents dans les salles de concert ? Cette étude explore cette problématique d’abord par une recherche historique et par des entrevues auprès de certains des organismes de musique classique à Montréal, et ce afin de comprendre leurs stratégies de développement des publics concernés de 2004 à 2014. Ensuite, par un sondage auprès de 555 étudiants universitaires de la ville, pour faire un portrait de leur relation avec la musique à l’heure actuelle. Notre analyse, appuyée par une bibliographie en sociomusicologie et en sociologie des pratiques culturelles, confirme des tendances comme celle de l’«omnivorisme culturel» et l’éclectisme musical des jeunes universitaires. Elle nous montre aussi une réception positive des œuvres classiques, quoiqu’incompatible avec les critères esthétiques des genres musicaux favoris. À partir de ce paradoxe, nous étudions la force des motivations extramusicales qui les amènent aux concerts, leurs formats préférés, l’impact de l’éducation musicale, l’influence des parents, de l’internet, des nouvelles technologies. Finalement, nous constatons le nombre peu élevé d’initiatives des organismes musicaux dans le milieu universitaire à Montréal qui, pourtant, se montre un bassin au grand potentiel pour le renouvellement des publics de la musique classique. / Research conducted in Quebec (Garon, 2009), France (Donnat, 2011) and the United States (Kolb, 2001) confirm a general phenomenon: the classical music audience is aging. If such audiences are mainly known for having a high level of education, then why aren’t university students nowadays more present in classical music concert halls? This study explores the issue firstly by historical research and interviews with classical music organizations in Montreal in order to understand their audience development strategies from 2004 to 2014. Secondly, we explore it through a survey with 555 university students in the city to document their relationship with music. Our analysis, supported by a bibliography of Sociomusicology and Sociology of Cultural Practices, confirms trends such as the “cultural omnivorism” and the musical eclecticism of young academics. It also shows us a positive reception of classical works, although incompatible with the aesthetic criteria used to describe their favorite music genres. From this paradox, we study the strength of extra-musical motivations that lead them to go to live concerts. We also examine their favorite concert formats, as well as the impact of music education on their tastes, the influence of the parents, the internet and the new technologies. Finally, we confirm the low investment in activities among university students by the classical music organizations in Montreal, even though young academics represent a great potential for the renewing of classical music audiences.

The script, Millennium Bridge, is an investigation into the passions and fears that are shaping contemporary Australia today. Charting the political climate of the past decade, at the play's centre a man is building a bridge from Australia to Asia. The central dramatic question being asked is &quotIn an environment where the emphasis on economic prosperity overrides that of human rights and freedom of speech--what will be the consequences for the Australian people?" The accompanying analysis of the ten-year period it took to write Millennium Bridge illuminates the significance of institutional issues on a play and playwright's development. Written from the perspective of a mid-career playwright, the paper argues that the professional and personal circumstances within which a work of art is created (and their effect on the playwright's confidence and financial capacities) are a significant determinant of the productivity of playwrights.

Submitted by Yole Maria Mendonça (yolemendonca@gmail.com) on 2017-05-05T13:16:19Z No. of bitstreams: 1 dissertaçãoYoleversaofinal04-05.pdf: 3100072 bytes, checksum: 9052a65234b5d9d9badad7d16bf4974e (MD5) / Approved for entry into archive by Rafael Aguiar (rafael.aguiar@fgv.br) on 2017-05-05T20:23:03Z (GMT) No. of bitstreams: 1 dissertaçãoYoleversaofinal04-05.pdf: 3100072 bytes, checksum: 9052a65234b5d9d9badad7d16bf4974e (MD5) / Made available in DSpace on 2017-05-16T14:04:21Z (GMT). No. of bitstreams: 1 dissertaçãoYoleversaofinal04-05.pdf: 3100072 bytes, checksum: 9052a65234b5d9d9badad7d16bf4974e (MD5) Previous issue date: 2017-04-04 / This essay analyses the contribution of the great art exhibitions for the development of the public of cultural centers, through a case study of the Banco do Brasil Cultural Center of Rio de Janeiro. Based on questionnaires applied to visitors of two major exhibitions held at that center in 2015 and 2016, this research was conducted to determine the effectiveness of these events in the expansion, diversification and loyalty of this public. In a more specific way, the study investigates to what extent large exposures are able to attract people from C,D/E social classes, and what are the most appropriate strategies to make it a regular goer. For this purpose, in-depth interviews were conducted with a small contingent of new visitors from the two representative representatives of this social segment. The analysis of the results allows us to afirm that the strategy of large expositions allowed the CCBB to expand is public in numerical and social terms, presenting a profile closer to the distribution of brazilian society in relation to the average of cultural spaces. However, in relation to the D/E classes this representation is still below the social reality of the country. While taking into account that the extension of this representation interacts with dimensions that go beyond the work developed by a cultural center, this study proposes ways to increase the participation of this social segment in the CCBB public. / Este trabalho analisa a contribuição das grandes exposições de arte para o desenvolvimento do público de centros culturais, por meio do estudo de caso do Centro Cultural Banco do Brasil do Rio de Janeiro. A partir de questionários aplicados aos visitantes de duas grandes exposições realizadas naquele centro em 2015 e 2016, foi realizada pesquisa para apurar a eficácia desses eventos na ampliação, diversificação e fidelização desse público. Num aspecto mais específico, o estudo investiga em que medida as grandes exposições estão sendo capazes de atrair o público das classes C,D/E e quais seriam as estratégias mais adequadas para transformá-lo num frequentador habitual. Para tanto, foram realizadas entrevistas em profundidade com um pequeno contingente de novos visitantes das duas mostras representantes desse segmento social. A análise dos resultados nos permite afirmar que a estratégia de realização de grandes exposições possibilitou ao CCBB ampliar seu público em termos numéricos e também sociais, apresentando um perfil mais próximo da distribuição da sociedade brasileira em relação à média dos espaços culturais. No entanto, em relação às classes D/E essa representação ainda está aquém da realidade social do país. Sem deixar de levar em conta que a ampliação dessa representatividade interage com dimensões que vão além do trabalho desenvolvido por um centro cultural, este estudo propõe em seu final alguns caminhos para o crescimento da participação desse segmento social no público do CCBB.

The Dallas Morning News is a leader in using engagement journalism to increase and retain digital subscribers. This ethnography examined the efficacy of the engagement journalism work by the News in rebuilding trust and forming relationships with its audience. This research is exceptionally timely as more newsrooms are erecting paywalls to their content and asking their audiences to offer monetary support in exchange for greater access and engagement by journalists. This work is examined through two mass communications theories: functionalism, which says a society can be viewed like an ecosystem as a "system in balance" consisting of complex sets of interrelated activities, each of which supports the others in maintaining the system as a whole; and the dual responsibility model, which says that companies should operate in the best interests of all in the community who depend on them, not only those who benefit financially. Additionally, the work is considered from a human-interaction design standpoint to evaluate whether the News has created affordances that enable the journalists and the readers to communicate, and whether the journalists are effectively practicing service design when publishing news and information for the audience.