The premise of this research is to view the decision process that the audience chooses to be the pay member of performing arts as a consuming behavior, and this research takes this consumer behavior for the studying topic. The researcher interviews the audience who is or was the pay member of performing arts, and analyzes the interviewing data by the Grounded Theory¡¦s process from Open Coding, Axial Coding, to Selective Coding for building a pay member¡¦s consumer behavior in Taiwan¡¦s performing arts. Besides, according to the pay member¡¦s consumer behavior, the researcher proposes suggestions to performing arts organizations and discusses the practical feasibility of these suggestions by interviewing the performing arts organizations. In order to study the decision process that the audience chooses to be the pay member of performing arts, the researcher interviews 20 audiences who are pay members from different performing arts organizations. The research analyzes the interviewing data by Grounded Theory: firstly it gets 76 concepts in the process of Open Coding, and then integrates the concepts into 16 categories in the process of Axial Coding, finally refines the categories into 5 central categories which are respectively ¡§the cultivation of interests and motivation¡¨, ¡§the media of awareness and contact¡¨, ¡§the combination of decision factors¡¨, ¡§personality¡¨, and ¡§the feedback reaction¡¨. According to the relationship of these categories the research builds up a pay member¡¦s consumer behavior in Taiwan¡¦s performing arts. In addition, the researcher also interviews three performing arts organizations which respectively are ¡§Cloud Gate¡¨, ¡§Godot Theatre¡¨, and ¡§Performance Workshop¡¨. During the interview, the researcher discusses the pay member¡¦s consumer behavior with these three organizations and they also assess the feasibility of the suggestions which this research proposed. By this method, this research hopes can develop the more practicable suggestions of the membership system. in Taiwan¡¦s performing arts. In the conclusion of this research, the researcher proposes not only the advantage and disadvantage of the performing arts¡¦ membership system, and also the suggestions of direction to improve the membership system in Taiwan¡¦s performing arts.

This diploma thesis deals with a wide field of performing arts in the public space, the so-called busking, in relation to two main lines of thought - partly to the barriers for implementation of activities, across cities; second, to the cultural development policies within the region. Collected theoretical knowledge and practical experience (eg from historical development of urban communities, studies of numerous legislative documents, cultural development policies, the author's own research, numerous observations and interviews with the artists themselves and with representatives of institutions across the world which are setting up standards, analysis of obstacles to the implementation of activities in public space and more) which the author converts first in comparison of two cities - Prague in the first place, and London with a model approach to artistic activities in public space in the second, and than in a series of specific recommendations for the creation of a standard, strategy and related legislation leading to the implementation of measures related to the topic of this diploma thesis within the capital city of Prague. The author works on the assumption that performing arts do belong to the public space, as they have the potential to improve the quality of life, to educate the people and substantially increase their creativity, to develop the potential of sites, to reduce crime, to generate economic multiplication and more.

Cette thèse concerne la labellisation de cinq opéras de région, en France, entre 1996 et 2006 : l’Opéra National de Lorraine, l’Opéra National de Montpellier, l’Opéra National de Lyon, l’Opéra National de Bordeaux, et l’Opéra National du Rhin. L’étude porte sur une forme qui englobe obligatoirement d’autres formes artistiques quasi autonomes et professionnalisées (orchestre, ballet, choeur) et sur les changements en cours dans l’économie de ces organisations traditionnellement sous tutelle municipale repositionnées au coeur d’une gouvernance multiscalaire et mises au défi de faire croître leur visibilité et celle de leur activité. Nous nous intéressons dans ce cadre à ce sur quoi reposent les stratégies de renouvellement développées par ces organisations culturelles, sédimentées et conventionnelles, prises entre le politique et le marché, dans un cadre particulier à la France où l'État se reconnaît comme garant de la qualité. Pour conduire l’étude, nous utilisons la labellisation comme marqueur de ces changements et comme dispositif participant à l’instrumentation de ces opéras dans un marché restreint. Ce qui se voit, c'est une ouverture organisée, selon un mode de fonctionnement par projets et selon un mode de diversification réfléchie de leur activité à un niveau de complexité jamais égalé, sous la pression de l'envahissement de la sphère culturelle par les logiques marchandes et médiatiques. Cette instrumentation est réalisée par le déploiement de dispositifs de jugement dans une économie des singularités dans laquelle le théâtre d’opéra est amené à chercher lui-même à asseoir sa continuité. Sont discutées les stratégies développées quant à l’incertitude inhérente à la création artistique et à la dépendance financière et les effets du dispositif opéra national qui donne lieu à un « remplissement » stratégique perpétuel (Michel Foucault), du fait de la remobilisation du dispositif dans la gestion des effets secondaires qu’il a lui-même induit, et dans la dynamique duquel le pouvoir, la visibilité et la légitimité occupent une place centrale. Notre démarche inductive et pluridisciplinaire et la posture critique adoptée conduisent à l’élaboration d’une étude donnant une grande place à l’indétermination des rapports et des humains, dans une ontologie constructiviste modérée. Le sujet singulier qu’est l’organisation d’un théâtre d’opéra en France, les raisons de ces choix et la méthodologie appliquée sont présentés pour éclairer le lecteur dans sa rencontre avec un milieu d’ordinaire fermé. Enfin, la conclusion retrace certains liens et pointe des aspects à creuser dans une recherche ultérieure afin de comprendre ce que donne à voir, sur le présent et l'avenir des Opéras de région en France, l'attribution par le ministère de la Culture et de la Communication d'un label de « qualité ». / Our thesis discusses the process and consequences of the attribution, by the State, of a national label to five regional opera houses in France between 1996 and 2006. Through this event, we look closely at the current changes in the opera house as an organization which has traditionally been under municipal governance and is with this label repositioned under a governing body which includes the Region and the central State and its demands for greater visibility. Our objective is to understand the strategic renewal of opera houses outside Paris in a centralized political system where the State is said to guaranty cultural access and artistic quality. We do so by using the attribution of the national label as a marker and as a device that participates in the instrumentation of opera houses in a restricted market and a changing normative frame within which opera houses are brought to secure their own continuity. With a brief overlook at how opera houses have been transformed into a venue meant to entertain citizens and magnify cities, we give the reader an understanding of opera houses as conventional and regimented organizations forever bond to politics and the market. The particular organization of an opera house in France, the reasons behind the choices made and the applied methodology are then presented. Our inductive and multidisciplinary approach, supported by the critical posture adopted, leads us to the elaboration of a study where undetermined connections and human beings evolve within moderate constructivist ontology. We then suggest that the label, which gives rise to a perpetual strategic “remplissement” (Foucault), is inevitably remobilized to manage the side effects brought by its very existence. Power and legitimacy occupy in this dynamic a central place that we exemplify and discuss thoroughly. Our research presents an original way to understand the recent transformation of the French regional operas houses as expressed, and apprehended, by the attribution by the ministry of Culture and Communication of a “quality” label that enables them to gradually enter the growing mediated spheres already endorsed by cultural industries.