From clicking "yes I am attending", to actually attending: audience development for independent theatre organisations in Johannesburg - the place of facebook

Simple item page
dc.contributor.authorMotsoatsoe, Boitumelo Innocentia
dc.date.accessioned2017-02-03T11:56:12Z
dc.date.available2017-02-03T11:56:12Z
dc.date.issued2016
dc.descriptionA research report submitted to the Faculty of Humanities, University of the Witwatersrand, in partial fulfilment of the requirements for the degree of Master of Arts in the field of Cultural Policy and Management, 2016en_ZA
dc.description.abstractWithout an audience, theatre is meaningless; however, getting that audience to the theatre can be challenging; especially for small scale independent theatre organisations that often don’t have access to the necessary skills and budgets. This research report considers the potential place of Facebook in audience development. It investigates whether Facebook, as a social networking platform, can function as an effective tool to help small scale independent theatre organisations to broaden, deepen and/or diversify audiences. Additionally, it explores audience motivations, key drivers and barriers, and how they influence theatre attendance especially in a South African context. The research report follows a mixed method approach which includes in-depth interviews, focus group discussions as well as an online (Facebook) survey to try and find ways to curb the issue of declining audiences. It concludes that audience development requires a thorough understanding of audience needs, drivers, trends and barriers as well as commitment from the entire organisation and sector; that developing audiences is about building on-going and mutually beneficial relationships between audiences and organisations, and that appropriate monitoring and evaluation systems need to be put in place. The report also concludes that Facebook can be effective in helping organisations to reach new audience segments, providing a platform for communication between organisations and their audiences, and for marketing; but proposes that Facebook should be included as one aspect of the holistic audience development plan.en_ZA
dc.description.librarianMT2017en_ZA
dc.format.extentOnline resource (76 leaves)
dc.identifier.citationMotsoatsoe, Boitumelo Innocentia (2016) From clicking "yes I am attending", to actually attending: audience development for independent theatre organisations in Johannesburg -the place of facebook, University of Witwatersrand, Johannesburg, < http://wiredspace.wits.ac.za/handle/10539/21861>
dc.identifier.urihttp://hdl.handle.net/10539/21861
dc.language.isoenen_ZA
dc.subject.lcshMass media--Audiences
dc.subject.lcshTheatres--South Africa--Johannesburg
dc.titleFrom clicking "yes I am attending", to actually attending: audience development for independent theatre organisations in Johannesburg - the place of facebooken_ZA
dc.typeThesisen_ZA
Files
Original bundle
Now showing 1 - 2 of 2
No Thumbnail Available
Name:
MA research report - Abstract - Boitumelo Motsoatsoe - 0708225E.pdf
Size:
166.29 KB
Format:
Adobe Portable Document Format
Description:
Download
No Thumbnail Available
Name:
Boitumelo Motsoatsoe - MA Research Report - with corrections -0708225e.pdf
Size:
2.33 MB
Format:
Adobe Portable Document Format
Description:
Main article
Download
License bundle
Now showing 1 - 1 of 1
No Thumbnail Available
Name:
license.txt
Size:
1.71 KB
Format:
Item-specific license agreed upon to submission
Description:
Download
Collections
ETD Collection