Audience Engagement and User-Experience Design
93-815
Units: 6
Description
This course embraces the fact that the relationship between arts organizations and their audiences is changing. The arts organization developed during or prior to the 20th century must meet the expectations of a 21st century patron. To do so, the industrial age models of artistic delivery are adapting to a technology-infused, experience-oriented, social landscape. The relationship is no longer paternal with the arts institution delivering a product on a plate for passive consumption. Furthermore, arts organizations are increasingly serving “prosumers” in a climate where patrons come to arts events armed with (or at least an ability the ability to bring) an expertise or experience previously unattainable without degrees in the field. In addition, studies have demonstrated that the process of attending an artistic event begins much earlier and extends much later than the actual event itself – a process ignored by most arts organizations. To meet these new demands, arts managers need to understand the shifting landscape. The issues at hand are not ‘marketing’ but ultimately programmatic with a heavy understanding of how our lived exchange in a real space needs to be intentionally designed.
Organized in a curiosity-driven, seminar format (read, think, discuss), the course provides the student with an immersion into frameworks, theories and practices to think creatively and intentionally through a use of time and space (real and digital) in order to creating meaningful audience engagement opportunities. This is a change that will affect the entire institution, but focus will be on the locations of connection between an audience member and the art recognizing the institution is responsible for creating the most effective environment for engagement.
As the field is adapting to new audience demands now and in years to come, the course focuses on providing students with frameworks and theories influencing society and the arts exchange demonstrated through lived experience and case study analysis.
Learning Outcomes
Course Outcomes
Students engaged in the course will
- Understand the shifting relationship between arts organizations and audiences including the social, technological, economic, and cultural practices that frame the current changes affecting consumption and participation in the arts and entertainment industries
- Discern the importance of space using Third Space/Place theory within the audience engagement practice (digitally and physically).
- Conceptualize how organization systems and structures must change to support engagement success across the arc to ensure the deepest possible impact Echo.
- Understand the application of the Experience Economy within the arts and entertainment space
- Recognize the criteria and frameworks for user experience design
- Realize the opportunity cost and touchpoints necessary for effective immersive experience design
- Understand the evaluation frameworks for successful engagement and their relationship to overall organization success.
Prerequisites Description
none