对表演艺术受众拓展的辩证分析

Dialectical Analysis of Audience Development of Performing Arts

受众拓展近年来越来越多地被用于我国表演艺术机构的市场实践当中,特别是在疫情过后,吸引观众进入剧场、促进观众消费更为迫切。本文对受众拓展的现状进行了批判性的探讨。本文分为两部分,第一部分对受众拓展的理论发展进行梳理,并对这一术语进行正反两面的讨论;第二部分运用表演艺术研究中的三个关键逻辑对受众拓展理论进行补充,提出表演艺术机构应成为营造不评价的氛围、增加互动实践以及构建进行反思的场所。

Audience development is increasingly used in the marketing in Chinese performing arts institutions.It is more urgent to attract audience into the theatre and increase the box office revenue in the post-epidemic period.This paper makes a critical dis-cussion on the audience development.The paper is divided into two sections.The first section does a literature review of the theory on audience development.In addition,it debates the pros and cons of this issue.In the second part,it is argued on the three key logics in the research of performing arts,this paper complements the concept of audience development,and proposes that per-forming arts institutions should create a non-judgmental atmosphere,increase interactive practice and build a place for reflection.