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Guest editorial: The online and offline impacts of Covid-19 on arts and cultural marketing

Guest editorial: The online and offline impacts of Covid-19 on arts and cultural marketing Guest editorial Guest editorial: The online and offline impacts of Covid-19 on arts and cultural marketing We are delighted to serve as guest editors of this special issue of Arts and the Market on The online and offline impacts of COVID-19 on arts and cultural marketing. In our original call for papers, we noted that until recently, consumption of arts and cultural experiences was predominately carried out face to face, with many consumers attending exhibitions, performances and festivals several times per year. Now, the impact of the COVID-19 pandemic can be seen clearly in terms of a dramatic cultural and economic downturn (Banks and O’ Connor, 2021; Khlystova et al.,2022; Walmsley et al., 2022). Prior to COVID-19 most cultural organisations engaged with the Internet, social media and other digital platforms by interacting with potential and actual audiences. Although a significant percentage of these interactions were initially marketing focussed, an increasing number of organisations were using digital platforms as performance and exhibition “spaces” (Jeannotte, 2021; Rentschler and Lee, 2021). During the pandemic these mechanisms for audience engagement became the only means of providing an arts and cultural experience due to lockdown restrictions. This presented cultural producers and audiences with a http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Arts and the Market Emerald Publishing

Guest editorial: The online and offline impacts of Covid-19 on arts and cultural marketing

Arts and the Market , Volume 13 (1): 3 – Apr 10, 2023

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References (6)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2056-4945
DOI
10.1108/aam-02-2023-062
Publisher site
See Article on Publisher Site

Abstract

Guest editorial Guest editorial: The online and offline impacts of Covid-19 on arts and cultural marketing We are delighted to serve as guest editors of this special issue of Arts and the Market on The online and offline impacts of COVID-19 on arts and cultural marketing. In our original call for papers, we noted that until recently, consumption of arts and cultural experiences was predominately carried out face to face, with many consumers attending exhibitions, performances and festivals several times per year. Now, the impact of the COVID-19 pandemic can be seen clearly in terms of a dramatic cultural and economic downturn (Banks and O’ Connor, 2021; Khlystova et al.,2022; Walmsley et al., 2022). Prior to COVID-19 most cultural organisations engaged with the Internet, social media and other digital platforms by interacting with potential and actual audiences. Although a significant percentage of these interactions were initially marketing focussed, an increasing number of organisations were using digital platforms as performance and exhibition “spaces” (Jeannotte, 2021; Rentschler and Lee, 2021). During the pandemic these mechanisms for audience engagement became the only means of providing an arts and cultural experience due to lockdown restrictions. This presented cultural producers and audiences with a

Journal

Arts and the MarketEmerald Publishing

Published: Apr 10, 2023

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