Audience experience : measuring quality in the performing arts

Traditional measures of quality in the performing arts include critical reviews, awards, attendance data, the reputation of the director, company or lead performers, and attributions of success such as festival participation or sponsorship and grants. However, the recent literature on audience values, quest for authenticity and the personal experience suggests the need for empirical research into the capacity of the audience experience as an appropriate and important measure of quality in the performing arts. The authors use primary research with performing arts audiences to explore notions of quality, audience risk and audience experience to redefine the quality-measurement paradigm.

Medeleven

Medeleven was a practice-based research work that challenged conventional notions of how audiences ‘experience’ contemporary dance. It resulted in a 40 minute ‘experiential’ performance that inverted the traditional ‘passive’ presentation paradigm by situating the audience centrally within the creative process. The ‘traditional presentation paradigm’ was inverted in numerous ways including: asking the audience onstage with the performers, placing swings onstage for the audience to play on during the performance and guiding the audience through backstage corridors before entering onstage – all of which added elements of physicality, agency and liminality to the performance not usually available to audience members of contemporary dance. Five dancers moved throughout the space allowing the audience to choose where and how they engaged with this work and the swings were utilised both as a performance space and for audience seating. In addition to these spatial variations, the quadraphonic soundscore created distinct ‘environments’ throughout the stage space that varied individual experience possibilities. By positing performance as an experiential phenomenon, the pivotal objective of this work was to create a live-art experience that extended its performativity to include audience members as active meaning-makers, challenging both their role within this paradigm and their expectations of contemporary dance. The work produced strong responses from the audience with surveys indicating the presentation format, as well as the construction of the work, changed audience experience and ability to connect with the dance work. The research suggested that, in addition to existing research on dance audiences, barriers to engagement with contemporary dance may include how the art is constructed and where the audience is positioned within that creative framework. The research builds upon artistic practices being undertaken throughout the world that challenge the notion of existing ‘passive’ performance paradigms via creative ‘engagement’ with audience.

Mapping the experiential in contemporary dance

The research questions how a ‘lived experience’ of contemporary dance could be deepened for the audience. It presents a series of choreographic ‘tools’ to create alternative frameworks of presentation that challenge the dominant modes of creation, presentation and meaning making in contemporary dance. The five tools established and applied in this research are: variations of site, liminality, audience agency, audience-performer proximity and performer qualities. These tools are framed as a series of calibrated scales that allow choreographers to map decisions made in the studio in relation to potential audience engagement. The research houses multiple presentation formats from the traditional to the avant-garde and opens up possibilities for analysis of a wide range of artistic dance works. This research presents options for choreographers to map how audiences experience their work and offers opportunities to engage audiences in new and exciting ways.

Teen TV meets T4: assimilating 'The O.C.' into British youth television

This article explores the presence of imported US Teen TV in the schedules of British youth television and the relationship between the two national forms. Focusing on the broadcast of The O.C on Channel 4 youth strand T4, it considers the role of the spaces in-between programmes in framing the audience’s experience of the imported US text. It demonstrates how the T4 supertext employed presenter performance, critique and parody to assimilate the glamorously aspirational US Teen TV text into the cynically engaged flow of British youth television.

Audience as performer: The changing role of theatre audiences in the twenty-first century

'Actors always talk about what the audience does. I don’t understand, we are just sitting here.' Audience as Performer proposes that in the theatre, there are two troupes of performers: the actors and the audience. Although academics have scrutinised how audiences respond, make meaning and co-create while watching a performance, little research has considered the behaviour of the theatre audience as a performance in and of itself. This insightful book describes how an audience performs through its myriad gestural, vocal and paralingual actions, and considers the following questions: •If the audience are performers, who are their audiences? •How have audiences’ roles changed throughout history? •How do talkbacks and technology influence the audience’s role as critics? •What influence does the audience have on the creation of community in theatre? •How can the audience function as both consumer and co-creator? Drawing from over 140 interviews with audience members, actors and ushers in the UK, USA and Australia, Heim reveals the lived experience of audience members at the theatrical event. It is a fresh reading of mainstream audiences’ activities, bringing their voices to the fore and exploring their emerging new roles in the theatre of the Twenty-First Century.

Audiences and Receptions of Sexual Violence in Contemporary Cinema

Barkre, M.; Mathijs, E.; Sexton, J.; Egan, K.; Hunter, R. and Selfe, M. (2007). Audiences and Receptions of Sexual Violence in Contemporary Cinema. London: British Board of Film Classification. RAE2008

Empowering audiences to measure quality

This paper addresses four indicators of the audience experience in the performing arts: knowledge, risk, authenticity and collective engagement, and argues that these provide a measure of the audience's experience of the quality of a performance. Qualitative interviews with four performing arts companies
demonstrated a range of strategies for gathering audience feedback. In particular, the paper addresses systems for gathering "deep feedback" by audiences, and argues that these are a means of collecting information about the quality of the audience experience. "Deep feedback" is a critical mechanism by which performing arts organisations can engage in audience development and audiences are empowered to measure quality.

Representing experience : changing audience relationships in contemporary art

By practice and research this exegesis includes the audience in the making of art, by using the responses of others that inhabit the artwork. It also establishes 'not-knowing' as a methodology to examine changing relationships to audience in contemporary visual arts.

Being and becoming : children as audiences

In this article, Katya Johanson and Hilary Glow examine the ways in which performing arts companies and arts policy institutions perceive the needs of children as audiences. Historically, children have been promoted as arts audiences. Some of these represent an attempt to fashion the adults of the future – as audiences, citizens of a nation, or members of a specific community. Other rationales focus on the needs or rights of the child, such as educational goals or the provision of an antidote to the perceived corrupting effect of electronic entertainment. Drawing on interviews with performing arts practitioners, the authors explore some of these themes through case studies of three children's theatre companies, identifying the development of policy rationales for the support of practices directed at children which are primarily based on pedagogical principles. The case studies reveal a shift away from educational goals for children's theatre, and identify a new emphasis on the importance of valuing children's aesthetic choices, examining how these trends are enacted within the case-study organizations, and the implications of these trends for company programming. Hilary Glow is Senior Lecturer and Director of the Arts Management Program at Deakin University, Victoria. She has published articles on cultural policy and the audience experience in various journals, and in a monograph on Australian political theatre (2007). Katya Johanson lectures and researches in the School of Communication and Creative Arts at Deakin University. She has published on Australian cultural policy and on the relationship between art, politics and national identity. With Glow she is the author of a monograph on Australian indigenous performing arts (2009).

Firsts: performing ways first year teachers experience identity transformation

This thesis reports on research showing the survival discourse of beginning teaching has shifted from sink or swim metaphors to describe surviving transition shock and classroom management concerns to surviving contract employment. Beginning teachers are neither sinking nor swimming in this liminal state. Rather, it is as though they are on a lifeboat where they cannot feel like a ‘real’ teacher until they can operate with certainty.

Interrogating the experiences of beginning teachers, and the transformation of their identity in their first year (1yr) of teaching, the thesis explores research participants’ firsts as epiphanic or revelatory moments of identity transformation. Participants were followed for three years from upon completion of their teacher education, through their first year of teaching, up to the beginning of their third year in the profession. The major finding was that while contemporary understandings of professional identity highlight the transformative nature of the phenomenon,  contract employment had the most impact on these teachers’ identity transformation.

Teachers’ perceptions of their own professional identity affect their efficacy and professional development as well as their ability and willingness to cope with educational change (Beijaard, Verloop & Vermunt 2000). It has been reported by the Australian Education Union (AEU) and in the Victorian media in recent years that up to 50% of beginning teachers are leaving the profession within their first five years. The reasons given for this level of
attrition include workload, pay, and behaviour management, among the top concerns of beginning teachers. These categories have positioned beginning teachers in a survival discourse for many years, yet there is more to beginning teachers’ intentions to leave than their struggles to survive in the classroom. More recently in Victoria what it means to ‘survive’ has shifted to surviving the pervasive contractual nature of beginning teachers’
employment conditions.

This qualitative study seeks to question what remains concealed with regard to beginning teachers’ experiences through an investigation of the differences between and within individuals, allowing categories of description to emerge from the data rather than pre-determining categories of investigation. Data was collected from twelve participants through individual semi-structured interviews and written communication. A theatre-based research approach to representing the participants’ experiences was employed, culminating in a performance titled ‘The First Time’. The processes of scripting, rehearsing, and performing, were utilised to analyse and represent the data to expert audiences. In an aim to uncover questions that have been buried by answers, the research is oriented as a
phenomenographic inquiry. This mode of inquiry seeks to describe, analyse, and understand (Marton 1981) the qualitatively different experiences 1yr teachers undergo in their identity formation and transformation.

The results of this research reveal the destabilising effect of short-term contracts so prevalent in the current context; that status and belonging are central to 1yr teachers’ identity work. Status and belonging are positioned within survival, liminal, and hegemonic discourses; and expressed through artefacts as symbols of belonging. The low status ascribed to contractual work has a clear impact on beginning teachers’ commitment to the profession.

Converging with audiences

The new theories and discourse in the creative industries have revealed a necessary relationship between producer and consumer, which, in the performing arts, is demonstrated by a recognisable change in the relationship between artist or performer and audience. Relationship marketing theory has been challenged by the new arts consumer who is on a quest for self-actualisation where the creative or cultural experience is expected to fulfi l a spiritual need that has very little to do with the traditional marketing plan of an arts company or organisation. 

NAMA National Conference a Learning Experience for Nebraska Students

Change was in the air at the 2010 National Agri- Marketing Association (NAMA) Annual Conference held April 20-23 in Kansas City, Missouri. Students and professionals alike were given the opportunity to rub shoulders with, and hear nationally known speakers engaging audiences on topics such as the new rules of marketing and publication relations, measuring the effectiveness of social media and strategy, and brand communication.

Audiovisual Storytelling and Ideological Horizons : Audiences, Cultural Contexts and Extra-textual Meaning Making

Abstract: Audiovisual Storytelling and Ideological Horizons: Audiences, Cultural Contexts and Extra-textual Meaning Making In a society characterized by mediatization people are to an increasing degree dependent on mediated narratives as a primary means by which we make sense of our experience through time and our place in society (Hoover 2006, Lynch 2007, Hjarvard 2008, Hjarvard & Lövheim 2012). American media scholar Stewart Hoover points to symbols and scripts available in the media environment, what he call the “symbolic inventory” out of which individuals make religious or spiritual meaning (Hoover 2006: 55). Vernacular meaning-making embedded in everyday life among viewers’ dealing with fiction narratives in films and tv-series highlight a need for a more nuanced understanding of complex audiovisual storytelling. Moving images provide individuals with stories by which reality is maintained and by which humans construct ordered micro-universes for themselves using film as a resource for moral assessment and ideological judgments about life (Plantinga 2009, Johnston 2010, Axelson 2015). Important in this theoretical context are perspectives on viewers’ moral frameworks (Zillman 2005, Andersson & Andersson 2005, Frampton 2006, Avila 2007).This paper presentation will focus on ideological contested meaning making where audiences of different cultural background engage emotionally with filmic narratives, possibly eliciting ideological and spiritual meaning-making related to viewers’ personal world views. Through the example of the Homeland tv-series I want to discuss how spectators’ cultural, religious, political and ideological identities could be understood playing a role in the interpretative process of decoding content. Is it possible to trace patterns of different receptions of the multilayered and ambiguous story depicted in Homeland by religiously engaged Christians and Moslems as well as non-believers, in America, Europe and Middle East? How is the fiction narrative dealt with by spectators in the audience in different cultural contexts and how is it interpreted through the process of extra-text evaluation and real world2understanding in a global era preoccupied with war on terror? The presentation will also discuss methodological considerations about how to reach out to audiences anchored in different cultural context.