Audience’s motivations to attend Classic Theatre : challenge or threat?
Autor(a) principal: | |
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Data de Publicação: | 2019 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/26998 |
Resumo: | Nowadays, it is getting harder to capture consumers’ attention. There are thousands of brands trying to be the first choice in the decision process. This task is even harder concerning to leisure events. The culture is an area difficult to get a connection with people. The arts live experiences have been somehow devalued. The big challenge is to make the culture a desired product, to take the art to those who would never consume it and get their interest. It is vital to understand the audience’s goals, their motivations to attend or not to, and then fulfill them. The present dissertation aims to identify the main perceptions in regards the experiences of different shows - Classic plays, Popular shows and Stand-Up Comedy, at intellectual, emotional, Values and immersion level (self-dimensions). It is an attempt to confirm that, when they have the selfthreatened, people are less interested in Classical plays, their perceptions are worsened and influenced by the mood. An online survey was run gathering 222 valid answers. Three conditions were randomly applied – control condition, affirmation and threat manipulations. In all cases, synopses of three different shows were presented, and respondents were asked to evaluate how their experience would be. The results’ analysis enabled a comparison between shows and within conditions towards identifying significant differences regarding the participants’ perceptions across all dimensions of self. |
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Audience’s motivations to attend Classic Theatre : challenge or threat?Self-identitySelf-manipulationsWillingness to attendHedonic experienceClassical TheatrePopular TheatreStand-up comedy and sacrosanct valuesIdentidade individualManipulação de egoDisposição para participarExperiência hedónicaTeatro ClássicoTeatro PopularComédia de stand-up e valores sacrossantosDomínio/Área Científica::Ciências Sociais::Economia e GestãoNowadays, it is getting harder to capture consumers’ attention. There are thousands of brands trying to be the first choice in the decision process. This task is even harder concerning to leisure events. The culture is an area difficult to get a connection with people. The arts live experiences have been somehow devalued. The big challenge is to make the culture a desired product, to take the art to those who would never consume it and get their interest. It is vital to understand the audience’s goals, their motivations to attend or not to, and then fulfill them. The present dissertation aims to identify the main perceptions in regards the experiences of different shows - Classic plays, Popular shows and Stand-Up Comedy, at intellectual, emotional, Values and immersion level (self-dimensions). It is an attempt to confirm that, when they have the selfthreatened, people are less interested in Classical plays, their perceptions are worsened and influenced by the mood. An online survey was run gathering 222 valid answers. Three conditions were randomly applied – control condition, affirmation and threat manipulations. In all cases, synopses of three different shows were presented, and respondents were asked to evaluate how their experience would be. The results’ analysis enabled a comparison between shows and within conditions towards identifying significant differences regarding the participants’ perceptions across all dimensions of self.Nos dias de hoje, é cada vez mais difícil captar a atenção dos consumidores. Há mil marcas que tentam ser a primeira escolha no processo de decisão. Esta tarefa torna-se ainda mais difícil no que diz respeito aos eventos de lazer. A cultura é uma área difícil de conseguir uma ligação com as pessoas. O grande desafio é tornar a cultura num produto desejado, levar a arte a quem nunca a consome e ganhar o seu interesse. É crucial perceber os objetivos da audiência, quais as motivações que os leva a assistir ou não, e concretizá-las. A presente dissertação visa identificar as principais perceções em relação às experiências em diferentes espetáculos - peças clássicas, espetáculos populares e comédia de Stand-Up, ao nível intelectual, emocional, de valores e de imersão (dimensões do ego). É uma tentativa de comprovar que, quando têm o ego ameaçado, as pessoas estão menos interessadas em peças clássicas, as suas perceções são agravadas e influenciadas pelo humor. Uma pesquisa online foi realizada reunindo 222 respostas válidas. Foram aplicadas aleatoriamente três condições – uma condição de controlo, manipulações de afirmação e de ameaça. Em todos os casos, foram apresentadas sinopses de três espetáculos diferentes, e foi pedido aos inquiridos para avaliar como seria sua experiência. A análise dos resultados permitiu uma comparação entre espetáculos e dentro de cada condição, para identificar quais as diferenças significativas em relação às perceções dos participantes por todas as dimensões.Braga, João NizaVeritati - Repositório Institucional da Universidade Católica PortuguesaGonçalves, Mafalda Bento Franco2019-02-25T09:14:25Z2019-01-3120192019-01-31T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/26998TID:202171434enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:32:30Zoai:repositorio.ucp.pt:10400.14/26998Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:21:35.655483Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Audience’s motivations to attend Classic Theatre : challenge or threat? |
title |
Audience’s motivations to attend Classic Theatre : challenge or threat? |
spellingShingle |
Audience’s motivations to attend Classic Theatre : challenge or threat? Gonçalves, Mafalda Bento Franco Self-identity Self-manipulations Willingness to attend Hedonic experience Classical Theatre Popular Theatre Stand-up comedy and sacrosanct values Identidade individual Manipulação de ego Disposição para participar Experiência hedónica Teatro Clássico Teatro Popular Comédia de stand-up e valores sacrossantos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Audience’s motivations to attend Classic Theatre : challenge or threat? |
title_full |
Audience’s motivations to attend Classic Theatre : challenge or threat? |
title_fullStr |
Audience’s motivations to attend Classic Theatre : challenge or threat? |
title_full_unstemmed |
Audience’s motivations to attend Classic Theatre : challenge or threat? |
title_sort |
Audience’s motivations to attend Classic Theatre : challenge or threat? |
author |
Gonçalves, Mafalda Bento Franco |
author_facet |
Gonçalves, Mafalda Bento Franco |
author_role |
author |
dc.contributor.none.fl_str_mv |
Braga, João Niza Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Gonçalves, Mafalda Bento Franco |
dc.subject.por.fl_str_mv |
Self-identity Self-manipulations Willingness to attend Hedonic experience Classical Theatre Popular Theatre Stand-up comedy and sacrosanct values Identidade individual Manipulação de ego Disposição para participar Experiência hedónica Teatro Clássico Teatro Popular Comédia de stand-up e valores sacrossantos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Self-identity Self-manipulations Willingness to attend Hedonic experience Classical Theatre Popular Theatre Stand-up comedy and sacrosanct values Identidade individual Manipulação de ego Disposição para participar Experiência hedónica Teatro Clássico Teatro Popular Comédia de stand-up e valores sacrossantos Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Nowadays, it is getting harder to capture consumers’ attention. There are thousands of brands trying to be the first choice in the decision process. This task is even harder concerning to leisure events. The culture is an area difficult to get a connection with people. The arts live experiences have been somehow devalued. The big challenge is to make the culture a desired product, to take the art to those who would never consume it and get their interest. It is vital to understand the audience’s goals, their motivations to attend or not to, and then fulfill them. The present dissertation aims to identify the main perceptions in regards the experiences of different shows - Classic plays, Popular shows and Stand-Up Comedy, at intellectual, emotional, Values and immersion level (self-dimensions). It is an attempt to confirm that, when they have the selfthreatened, people are less interested in Classical plays, their perceptions are worsened and influenced by the mood. An online survey was run gathering 222 valid answers. Three conditions were randomly applied – control condition, affirmation and threat manipulations. In all cases, synopses of three different shows were presented, and respondents were asked to evaluate how their experience would be. The results’ analysis enabled a comparison between shows and within conditions towards identifying significant differences regarding the participants’ perceptions across all dimensions of self. |
publishDate |
2019 |
dc.date.none.fl_str_mv |
2019-02-25T09:14:25Z 2019-01-31 2019 2019-01-31T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/26998 TID:202171434 |
url |
http://hdl.handle.net/10400.14/26998 |
identifier_str_mv |
TID:202171434 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.source.none.fl_str_mv |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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