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3rd April 2013 Sara Lock

Resources by Dr Gretchen Larsen

How has the public’s relationship with the arts changed over recent years – how do we now consume the arts?

This synopsis of research by Dr Gretchen Larsen, lecturer in marketing at Bradford University School of Management, tested a framework depicting the relationship between the consumer’s self-concept, the symbolic properties of music and the consumption context. It looks at how people’s relationship with the arts has changed over time, from passive consumers to whom arts marketers presented information, to a more participatory audience, with a mixed range of motives for attending. Her work has focused on the consumption of live music, particularly at festivals and she was part of a team that gained ESRC funding to run a seminar series on ‘Rethinking Arts Marketing’

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