Chapter

Developing New Audiences

Charles Fowler

in Strong Arts, Strong Schools

Published in print December 2001 | ISBN: 9780195148336
Published online October 2011 | e-ISBN: 9780199849154 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195148336.003.0008
Developing New Audiences

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Today's audiences become bored more quickly. It seems to take more to attract their interest, captivate them, and sustain their attention. The balance between unity and variety has tipped in favor of variety. Beauty as an ideal has been replaced by adventure. Perhaps something about communicative technique can be learned from films, television, and popular music that play to contemporary audiences in the tens of millions. This mass entertainment leaves nothing to chance in trying to reach potential clients. If nothing more, they have an attitude and a determination that might be applied beneficially. The world of America looking toward the new millennium is an increasingly barbaric place, with slaughter on the streets, drugs perverting lives in almost every family, and constant revelations of deceit and crime in high places. It seems to be growing cruder and more insensitive. The honesty and integrity of arts are fundamentally at odds with these conditions.

Keywords: attention; unity; variety; America; arts; honesty; integrity; mass entertainment

Chapter.  3750 words. 

Subjects: Music Theory and Analysis

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