Identifying Strategies for Positioning Theatre in the Media Consumption Portfolio of Generation Z
Keywords:
Theatre Positioning, Generation Z (Gen Z), Interactive Experience, Digital MediaAbstract
This study aims to identify and prioritize strategies for effectively positioning theatre within the media consumption portfolio of Generation Z (Gen Z). Having grown up in the digital age and the realm of social media, Gen Z exhibits a strong preference for instant, interactive, and multi-platform content, demonstrating distinct behaviors in cultural consumption. The study’s findings suggest that the evolution in Gen Z’s media access and interactive experience significantly impacts their cultural and artistic engagement. This necessitates a fundamental re-evaluation of the traditional theatre format to reclaim its desired position. Key challenges identified include limitations related to time, location, cost, and a perceived mismatch between current theatrical content and the concerns of this generation. However, the inherent advantages of the live experience, such as being present in the moment, direct interaction, and the in-depth analysis of topics, remain core strengths of theatre that can effectively attract Gen Z. Essential strategies for successful positioning include leveraging new digital technologies, offering online streaming, integrating hybrid arts, and creating a safe space for the expression of diverse identities. This research proposes that through innovation in content, narrative structure, and audience engagement, theatre can strengthen its educational, social, and cultural role in the lives of Gen Z. This revitalization will foster cultural growth, enhance social participation, and improve the mental well-being of this generation, thus ensuring a dynamic future for the art of theatre in the digital landscape.
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