This MA thesis studies the Danish theater world; a world where audience competition has intensified and audience statistics are declining. Thus making it increasingly difficult for theaters to attract young audiences. Evidently, the declining audience can be explained by increasing competition. However, experts also argue that young people's declining interest in the theatre is caused by a digital development, which theatres have failed to follow in their communication. In addition, an evaluation of Copenhagen Theaters (KbhT) concludes that the young target group demand: ”...more, better and different theater communication.” It is thus essential to examine what kind of communications young audiences demand if the theaters are to survive on the modern cultural scene. Today’s world is characterized by a new media landscape. People increasingly use social media as a natural part of everyday life for both information and communication purposes. In these media spheres the target group searches for new relationships, information and experiences that can help them position themselves in digital network arenas. Networks have become absolutely essential forums for young people to stage their own self-presentation. The purpose of this intense presence in social media is primarily recognition from network relationships. Thus creating an interesting virtual identity becomes one of the most important elements of the self-project. This is an interesting media development that affects what kind of communication young target groups want, and specialized studies show that the young audiences are looking for more innovative communications focusing on social media as the primary communication channel. As the sender of theater communication it is vital to take the new forms of communication seriously if you want to catch young target groups’ attention. Here, the central conclusion is that young people look for dialogue, presence and interactivity – all aspects they can utilize to position themselves vis-à-vis the network. Theaters wanting to attract young audiences must therefore communicate and assert themselves in the media environment in which young people are already acting. This thesis aims to clarify what kind of theater communication young people are requesting and to provide some guidelines on how theater communication may appeal to this demanding audience. On the basis of empirical data (interviews) and media sociological theory the thesis provides concrete suggestions on how theaters should communicate to young audiences.
|Uddannelser||Kommunikation, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||1 maj 2010|
- Unge og sociale medier