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Analysis of Art Audience: Seeking for Essence
Abstract.Analysis of the audience always remains one of the key objectives in a study of social functions of art. However, the world is so rapidly changing that what was thought to be true long ago is now turning out to be illusion or banality. What is the problem and what do we know about the art audience today? How research approaches to creating concepts and methods that would be adequate to modern science targets have been developing? These are the questions this article is devoted to. Briefly tracing back Russia's experience in conceptualization of art audience and methodology of sociological research of audience, the author of the article outlines the main problem and describes high-priority tasks in a sociological analysis of the art audience. Traditioinal approaches of sociology of art, psychology or marketing do not give a full understanding of trends and patterns of consumer behavior and thus may lead to ignoring some potentially important determinants. Application of interdisciplinary methods allows to reveal hidden statistical patterns and assess determinants of consumer behavior that cannot be measured by traditional methods but play a crucial role. This means the shift to a completely new level of research validity. The most valuable conclusion of the research is that man-and-art relationship is not accidental but determined by both objective characteristics and intellectual cultural resources and external influence of the social and cultural environment. Along with that, there is a growing understanding that the art audience of different kinds still have much in common although each of them has their own peculiarities. The research results contribute to art studies and analysis of social functions of art, and offer new prospective methodological approaches that become available due to interdisciplinary convergence.
Keywords: social dimensions, cultural activity, cultural consumption, attendance, sociological research of the audience, art audience, art, culture, audience typology, evolution of research approaches
Article was received:24-05-2018
This article written in Russian. You can find full text of article in Russian here .