Thesis (MDram (Drama))--University of Stellenbosch, 2010. / ENGLISH ABSTRACT: Production houses, theatres and arts festivals are closely involved in the
development of the Afrikaans theatre industry. Other than the first two entities,
arts festivals, with their special focus on Afrikaans theatre, are a recent
development of the shifting situation in post-1994 South Africa, when political
changes led to a new climate surrounding the arts in general and drama in
particular, creating a free-market situation with a number of specific challenges.
A historical overview of the three entities is provided before an investigation is
undertaken to establish the extent to which the arts industry is managed
according to business principles. The focus falls on drama groups, theatres and
Media24 sponsored arts festivals in particular, as observed within the broader
context of the English theatre industry, from which a lot can be learnt. The
hypothesis of this study is that some of the problems which the Afrikaans drama
industry faces, can be ascribed to the fact that the management of the industry is
creativity-orientated rather than business-orientated.
From examples of stage productions, as well as a variety of data obtained from
both written and oral sources – due to a shortage of research in this field –
analyses were undertaken of the Afrikaans drama industry’s performance in
order to establish in how far business principles are applied, the lack of skills
experienced and how marketing can be improved. This study finds that it is
difficult to come to obvious conclusions due to the number of variables. Broad
guidelines could be established, however, linked to aspects such as market
research on the segmentation of target groups, the choice of themes and
players, demand and affordability. The key to efficient marketing lies in a
thorough knowledge of the field, combined with the strategic management of
demand and supply.
A proper balance between business principles and creativity is of cardinal
importance in order to allow Afrikaans theatre to grow to its full potential. / AFRIKAANSE OPSOMMING: Produksie-geselskappe, teaters en kunstefeeste is baie nou gemoeid met die
ontwikkeling van die Afrikaanse teater-industrie. Anders as die eerste twee
entiteite is kunstefeeste wat besondere aandag aan die Afrikaanse teater bestee,
egter ’n onlangse uitvloeisel van die veranderde situasie in Suid-Afrika na 1994,
toe politieke veranderinge die klimaat rondom die kunste in die algemeen en
toneel in die besonder ingrypend verander het en ’n vryemark-situasie geskep is
wat heelwat uitdagings stel.
Die geskiedenis van die drie entiteite word aanvanklik oorsigtelik nagegaan,
voordat ondersoek word in watter mate die kunste-industrie bedryf word op grond
van sakebeginsels. Die fokus val op Afrikaanse toneelgeselskappe, teaters en
veral op die Media24-kunstefeeste, maar soos gesien binne die ruimer konteks
van die Engelse teaterbedryf waaruit heelwat geleer kan word. Die hipotese van
die ondersoek is dat sommige probleme in die Afrikaanse toneelbedryf daaraan
toegeskryf kan word dat die teaterkuns kreatief eerder as besigheidsgeoriënteerd
bestuur word.
Uit voorbeelde van toneelproduksies, asook op grond van ’n verskeidenheid data
wat weens die tekort aan bestaande navorsing beide mondeling én skriftelik
verkry is, word ontleed hoe die Afrikaanse toneelbedryf vaar rakende sakebeginsels,
watter leemtes bestaan en hoe suksesvolle bemarking kan plaasvind.
Daar word bevind dat dit weens al die veranderlikes moeilik is om afleidings te
maak, maar breë tendense kan tog vasgestel word, gekoppel aan aspekte soos
marknavorsing rondom die segmentering van teikengroepe, die keuse van temas
en spelers, behoeftes en bekostigbaarheid. Die sleutel tot effektiewe bemarking
lê in grondige kennis van die terrein, gekombineer met die strategiese hantering
van vraag en aanbod. ’n Gesonde balans tussen sakebeginsels en kreatiwiteit is ten slotte kardinaal,
ten einde die Afrikaanse toneel ten volle tot sy reg te laat kom.
| Identifer | oai:union.ndltd.org:netd.ac.za/oai:union.ndltd.org:sun/oai:scholar.sun.ac.za:10019.1/4125 |
| Date | 03 1900 |
| Creators | Hattingh, Jana |
| Contributors | Esterhuizen, Johan, University of Stellenbosch. Faculty of Arts and Social Sciences. Dept. of Drama. |
| Publisher | Stellenbosch : University of Stellenbosch |
| Source Sets | South African National ETD Portal |
| Language | Afrikaans |
| Detected Language | Unknown |
| Type | Thesis |
| Format | 187 p. : ill. |
| Rights | University of Stellenbosch |
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