Post on 13-Dec-2015
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Audience Culture andSubculture
Audience Culture andSubculture
Chapter 5Chapter 5
Audience Taste CulturesAudience Taste Cultures
◊ Groups formed for common interests
◊ Dependent upon entertainment products (form, style, etc.)
Can be:1. Spectators2. Participants (attendee, visitor,
shopper)3. Fans
◊ Groups formed for common interests
◊ Dependent upon entertainment products (form, style, etc.)
Can be:1. Spectators2. Participants (attendee, visitor,
shopper)3. Fans
Promoting a Film in ParisPromoting a Film in Paris
Burning Man Participatory PerformanceBurning Man Participatory Performance
Audience TypesAudience Types
◊ Simple - presence of ceremony and convention in a venue
◊ Mass - invisible; non-venue situated◊ Diffused - audience as performers
as well as spectators◊ Postmodern - identity in flux, role
playing identity constructions
◊ Simple - presence of ceremony and convention in a venue
◊ Mass - invisible; non-venue situated◊ Diffused - audience as performers
as well as spectators◊ Postmodern - identity in flux, role
playing identity constructions
Psychology of MotivationPsychology of Motivation
◊ Maslow’s “Hierarchy of Needs”◊ Entertainment purchases for:
diversion and stress relief◊ Emotion-based motivations:
achievement, power, novelty, affiliation, self-esteem
◊ Maslow’s “Hierarchy of Needs”◊ Entertainment purchases for:
diversion and stress relief◊ Emotion-based motivations:
achievement, power, novelty, affiliation, self-esteem
Risk and UncertaintyRisk and Uncertainty
◊ Audiences want minimal risk◊ Greater degree of uncertainty when
purchasing entertainment experiences
◊ Cognitive dissonance - post-decision regret
◊ Core audiences take more risk◊ Potential and non-audiences wait for
proven success before attending
◊ Audiences want minimal risk◊ Greater degree of uncertainty when
purchasing entertainment experiences
◊ Cognitive dissonance - post-decision regret
◊ Core audiences take more risk◊ Potential and non-audiences wait for
proven success before attending
Venues as Physical MotivatorsVenues as Physical MotivatorsEntertainmentscapes must have:◊ Easy access to public
transportation◊ On-site parking ◊ Adjacent dining ◊ Aesthetically pleasant architecture
and atmosphere
Entertainmentscapes must have:◊ Easy access to public
transportation◊ On-site parking ◊ Adjacent dining ◊ Aesthetically pleasant architecture
and atmosphere
Internet Audience MotivatorsInternet Audience Motivators◊ Search factor◊ Cognitive factor◊ Uniqueness factor◊ Social factor◊ Entertainment factor
◊ Search factor◊ Cognitive factor◊ Uniqueness factor◊ Social factor◊ Entertainment factor
Forming and Changing Audience AttitudesForming and Changing Audience Attitudes◊ Functional theory of attitudes
factors◊ Theory of planned behavior◊ Attending decisions based on
brand preference, genre familiarity, country of origin, and price-related considerations
◊ Functional theory of attitudes factors
◊ Theory of planned behavior◊ Attending decisions based on
brand preference, genre familiarity, country of origin, and price-related considerations
Audiences RolesAudiences Roles
◊ Buyer - makes ticket purchase◊ Payer - pays for tickets◊ User/consumer - attends the
experience
◊ Buyer - makes ticket purchase◊ Payer - pays for tickets◊ User/consumer - attends the
experience
Audience Research ChallengesAudience Research Challenges◊ Closing gap between what people say
they do and what they actually do◊ Interpreting the relationship between
the experience and an audience member
◊ Determining the effects of entertainment made upon audiences
◊ Closing gap between what people say they do and what they actually do
◊ Interpreting the relationship between the experience and an audience member
◊ Determining the effects of entertainment made upon audiences
Focus group with researchers looking onFocus group with researchers looking on
Laddering TechniqueLaddering Technique
◊ Provides a means of digging beneath the surface to uncover layers of consumer meanings that reveal audience motivations for purchasing entertainment experiences
◊ “Why” factor used in interviews to get at depth responses
◊ Provides a means of digging beneath the surface to uncover layers of consumer meanings that reveal audience motivations for purchasing entertainment experiences
◊ “Why” factor used in interviews to get at depth responses
Audience Involvement LevelsAudience Involvement Levels1. Low - small financial commitment2. High - require higher level of
decision-making and financial commitmenta. Loyalistsb. Information seekersc. Routine buyersd. Brand switchers
1. Low - small financial commitment2. High - require higher level of
decision-making and financial commitmenta. Loyalistsb. Information seekersc. Routine buyersd. Brand switchers
Audience Involvement ScaleAudience Involvement Scale◊ Invisible consumers◊ Watchers◊ Seekers◊ Collectors◊ Fans◊ Insiders◊ Entourage◊ Ensnared
◊ Invisible consumers◊ Watchers◊ Seekers◊ Collectors◊ Fans◊ Insiders◊ Entourage◊ Ensnared
What is this audience’s involvement level?What is this audience’s involvement level?
Participation and marketing messagesParticipation and marketing messagesAudience Message Action Obj.Passive educational convert tospectators strategy active audience
Focused promotional stimulate ticket experiencers strategy purchase
Absorbed informational keep attending
identifiers strategy
Audience Message Action Obj.Passive educational convert tospectators strategy active audience
Focused promotional stimulate ticket experiencers strategy purchase
Absorbed informational keep attending
identifiers strategy
Consumer Experience ModelConsumer Experience Model1. Perception components
a. Psychological (motivation)b. Economic (cost/value)c. Consumer knowledge (information)d. Marketing information (promotional message)
2. Consumer satisfaction
1. Perception componentsa. Psychological (motivation)b. Economic (cost/value)c. Consumer knowledge (information)d. Marketing information (promotional message)
2. Consumer satisfaction
Perception FactorsPerception Factors
◊ Selectivity ◊ Expectations of quality◊ Past experience with a venue,
destination, or content genre
◊ Selectivity ◊ Expectations of quality◊ Past experience with a venue,
destination, or content genre
Disney Consumer OrbitDisney Consumer Orbit
Attract visitor > respond to visitor inquiries > book tickets > track visitors’ enjoyment > monitor visitor referrals > use promotions to book more tickets
Attract visitor > respond to visitor inquiries > book tickets > track visitors’ enjoyment > monitor visitor referrals > use promotions to book more tickets
Measuring AttitudesMeasuring Attitudes
◊ Theory of reasoned action◊ Fishbein model focuses on
consumer◊ Rosenberg model focuses on the
experience
◊ Theory of reasoned action◊ Fishbein model focuses on
consumer◊ Rosenberg model focuses on the
experience
Fan SubcultureFan Subculture
1. Fan identity from star images2. Fan activity:
a. Emotional proximityb. Critical and interpretive practicesc. Consumer activismd. Production of alternative textse. Creation of alternative social
community
1. Fan identity from star images2. Fan activity:
a. Emotional proximityb. Critical and interpretive practicesc. Consumer activismd. Production of alternative textse. Creation of alternative social
community
Fans Seeking AutographsFans Seeking Autographs
Cult audienceCult audience
◊ Fame by death◊ Cult geographies and cultural
places◊ Consumption communities◊ Extreme behavior
◊ Fame by death◊ Cult geographies and cultural
places◊ Consumption communities◊ Extreme behavior
QuestionsQuestions
◊ What are the main motivators for audiences to attend a performance, engage in an activity, or visit a venue?
◊ What message strategies would you suggest to develop a positive attitude among light users of an entertainment venue such as a local museum or performing arts center?
◊ What are the main motivators for audiences to attend a performance, engage in an activity, or visit a venue?
◊ What message strategies would you suggest to develop a positive attitude among light users of an entertainment venue such as a local museum or performing arts center?