Skip to main content

Co-creating Art, Meaning, and Value

  • Chapter
  • First Online:

Part of the book series: New Directions in Cultural Policy Research ((NDCPR))

Abstract

Co-creative activities have now become an integral part of artistic experiences, as audience engage and are engaged in cognitive, emotional, and imaginal practices to appropriate and make sense of cultural products and experiences. This chapter investigates why and how audience expectations and behaviours are changing, and explores emerging theories, concepts and practices of co-creation, including active spectatorship, co-production, participation, play, interpretation, and facilitation. The chapter reviews the drivers behind co-creation and argues that artists and arts organisations have a strategic, artistic and social responsibility to develop their audiences’ co-creative skills. It investigates how co-creation can be used to generate and extract meaning in a collaborative way, and illustrates how this collaboration can have a positive impact on audience engagement.

This is a preview of subscription content, log in via an institution.

Buying options

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   79.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   99.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD   99.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

Notes

  1. 1.

    Gadamer’s interpretation of Heidegger’s notion of the hermeneutic circle is that all interpretation is inherently prejudicial in the sense that it is always based on people’s existing knowledge, concerns and interests (Malpas 2016).

References

  • Arts Council England. 2010. Audience development and marketing [Internet]. London, Arts Council England. Available from: http://www.artscouncil.org.uk/information-sheet/audience-development-and-marketing-grants-for-the-arts [Accessed 2 June].

  • Arvidsson, A. 2008. The ethical economy of customer coproduction. Journal of Macromarketing, 28(4), pp. 326–338.

    Article  Google Scholar 

  • Bayliss, A., Hayles, D., Palmer, S. and Sheridan, J. G. 2009. (Re)searching through play: Play as a framework and methodology for collaborative design processes. International Journal of Arts and Technology, 2(1–2), pp. 5–21.

    Article  Google Scholar 

  • Bennett, S. 1997. Theatre audiences: A theory of production and reception. 2nd ed. London, Routledge.

    Google Scholar 

  • Bilton, C. 2007. Management and creativity: From creative industries to creative management. Oxford, Blackwell.

    Google Scholar 

  • Bilton, C. 2017. The disappearing product: Marketing and markets in the creative industries. Cheltenham, Edward Elgar.

    Google Scholar 

  • Bishop, C. 2004. Antagonism and relational aesthetics. October, 110, pp. 51–79.

    Article  Google Scholar 

  • Blau, H. 1990. The audience. Baltimore, The John Hopkins University Press.

    Google Scholar 

  • Boorsma, M. 2006. A strategic logic for arts marketing: Integrating customer value and artistic objectives. The International Journal of Cultural Policy, 12(1), pp. 73–92.

    Article  Google Scholar 

  • Boorsma, M. and Chiaravalloti, F. 2010. Arts marketing performance: An artistic-mission-led approach to evaluation. The Journal of Arts Management, Law and Society, 40(4), pp. 297–317.

    Article  Google Scholar 

  • Bourdieu, P. 1984. Distinction: A social critique of the judgement of taste. Harvard, Harvard University Press.

    Google Scholar 

  • Bourriaud, N. 2002. Relational aesthetics. Dijon, Les Presses du Réel.

    Google Scholar 

  • Bourriaud, N. 2006/1998. Relational aesthetics. In: Bishop, C. (ed.) Participation. London, Whitechapel Gallery, pp. 160–171.

    Google Scholar 

  • Brown, A. S., Novak-Leonard, J. L. and Gilbride, S. 2011. Getting in on the act: How arts groups are creating opportunities for active participation. San Francisco, CA, The James Irvine Foundation.

    Google Scholar 

  • Brown, A. S. and Ratzkin, R. 2011. Making sense of audience engagement: A critical assessment of efforts by nonprofit arts organizations to engage audiences and visitors in deeper and more impactful arts experiences. San Francisco, The San Francisco Foundation.

    Google Scholar 

  • Caldwell, M. 2001. Applying General Living Systems Theory to learn consumers’ sense making in attending performing arts. Psychology & Marketing, 18(5), pp. 497–511.

    Article  Google Scholar 

  • Colbert, F. 2007. Marketing culture and the arts. 3rd ed. Montreal, HEC Montreal.

    Google Scholar 

  • Conner, L. 2004. Who gets to tell the meaning? Building audience enrichment. GIA Reader [Online], 15(1).

    Google Scholar 

  • Conner, L. 2013. Audience engagement and the role of arts talk in the digital era. New York, Palgrave Macmillan.

    Google Scholar 

  • Cova, B. and Cova, V. 2009. Faces of the new consumer: A genesis of consumer governmentality. Recherche et Applications en Marketing, 24(3), pp. 81–99.

    Article  Google Scholar 

  • Crawford, G., Gosling, V., Bagnall, G. and Light, B. 2014. Is there an app for that? A case study of the potentials and limitations of the participatory turn and networked publics for classical music audience engagement. Information, Communication & Society, 17(9), pp. 1072–1085.

    Article  Google Scholar 

  • Debord, G. 1992. Society of the spectacle. London, Rebel Press.

    Google Scholar 

  • Dwyer, P. 2004. Making bodies talk in Forum Theatre. Research in Drama Education: The Journal of Applied Theatre and Perfomance, 9(2), pp. 199–210.

    Article  Google Scholar 

  • European Commission. 2015. Study on audience development: How to place audiences at the centre of cultural organisations. Brussels, European Commission.

    Google Scholar 

  • Freshwater, H. 2009. Theatre & audience. London, Palgrave Macmillan.

    Google Scholar 

  • Gadamer, H.-G. 1989. Truth and method. 2nd revised ed. New York, Crossroad.

    Google Scholar 

  • Goldbard, A. and Adams, D. 1990. Cultural policy and cultural democracy. In: Goldbard, A. and Adams, D. (eds.) Crossroads: Reflections on the politics of culture. Talmage, CA, DNA Press, pp. 107–109.

    Google Scholar 

  • Govier, L. 2009. Leaders in co-creation: Why and how museums could develop their co-creative practice with the public, building on ideas from the performing arts and other non-museum organisations. Leicester, University of Leicester.

    Google Scholar 

  • Grobman, G. M. 2005. Complexity theory: A new way to look at organizational change. Public Administration Quarterly, 29(3–4), pp. 351–384.

    Google Scholar 

  • Grönroos, C. 2011. Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), pp. 279–301.

    Article  Google Scholar 

  • Heim, C. 2016. Audience as performer: The changing role of theatre audiences in the Twenty-First Century. London and New York, Routledge.

    Google Scholar 

  • Heim, C. L. 2012. ‘Argue with us!’: Audience co-creation through post-performance discussions. New Theatre Quarterly, 28(2), pp. 189–197.

    Article  Google Scholar 

  • Hodgson, D. 2002. “Know your customer”: Marketing, governmentality and the “new consumer” of financial services. Management Decision, 40(4), pp. 318–328.

    Article  Google Scholar 

  • Ind, N., Fuller, C. and Trevail, C. 2012. Brand together: How co-creation generates innovation and re-energizes brands. London, Kogan Page.

    Google Scholar 

  • Jancovich, L. 2011. Great art for everyone? Engagement and participation policy in the arts. Cultural Trends, 20(3–4), pp. 271–279.

    Article  Google Scholar 

  • Jancovich, L. 2017. The participation myth. International Journal of Cultural Policy, 23(1), pp. 107–121.

    Article  Google Scholar 

  • Jenkins, H. and Bertozzi, V. 2008. Artistic expression in the age of participatory culture. In: Tepper, S. J. and Ivey, B. (eds.) Engaging art: The next great transformation of American cultural life. New York, Routledge, pp. 171–195.

    Google Scholar 

  • Johanson, K. and Glow, H. 2015. A virtuous circle: The positive evaluation phenomenon in arts audience research. Participations, 12(1), pp. 254–270.

    Google Scholar 

  • Juncker, B. and Balling, G. 2016. The value of art and culture in everyday life: Towards an expressive cultural democracy. The Journal of Arts Management, Law, and Society, 46(5), pp. 231–242.

    Article  Google Scholar 

  • Keen, A. 2008. The cult of the amateur: How blogs, MySpace, YouTube, and the rest of today’s user-generated media are destroying our economy, our culture, and our values. New York, Doubleday.

    Google Scholar 

  • Kester, G. 2005. Conversation pieces: The role of dialogue in socially engaged art. In: Kocur, Z. and Leung, S. (eds.) Theory in contemporary art since 1985. Oxford, Blackwell, pp. 76–100.

    Google Scholar 

  • Knell, J. 2004. Whose art is it anyway? London, The Intelligence Agency.

    Google Scholar 

  • Leadbeater, C. 2009. The art of with. Manchester, Cornerhouse.

    Google Scholar 

  • Machon, J. 2013. Immersive theatres: Intimacy and immediacy in contemporary performance. London, Palgrave Macmillan.

    Google Scholar 

  • Malpas, J. 2016. Hans-Georg Gadamer. In: Zalta, E. N. (ed.) The Stanford encyclopedia of philosophy [Online]. Available from: https://plato.stanford.edu/archives/win2016/entries/gadamer [Accessed 19 April].

  • McConachie, B. 2008. Engaging audiences: A cognitive approach to spectating in the theatre. New York, Palgrave Macmillan.

    Google Scholar 

  • McMaster, B. 2008. Supporting excellence in the arts: From measurement to judgement. London, Department for Culture Media and Sport.

    Google Scholar 

  • Nicholson, R. E. and Pearce, D. G. 2001. Why do people attend events? A comparative analysis of visitor motivations at four south island events. Journal of Travel Research, 39(4), pp. 449–460.

    Article  Google Scholar 

  • O’Sullivan, T. 2009. All together now: A symphony orchestra audience as a consuming community. Consumption, Markets and Culture, 12(3), pp. 209–223.

    Article  Google Scholar 

  • O’Toole, J., Adams, R.-J., Anderson, M., Burton, B. and Ewing, R. (eds.). 2014. Young audiences, theatre and the cultural conversation. Dordrecht, Springer.

    Google Scholar 

  • Payne, A. F. and Frow, P. 2005. A strategic framework for customer relationship management. Journal of Marketing, 69, pp. 167–176.

    Article  Google Scholar 

  • Payne, A. F., Storbacka, K. and Frow, P. 2008. Managing the co-creation of value. Journal of the Academy of Marketing Science, 36, pp. 83–96.

    Article  Google Scholar 

  • Pine, B. J. and Gilmore, J. H. 1999. The experience economy: Work is theatre and every business a stage. Boston, Harvard Business School.

    Google Scholar 

  • Pope, R. 2005. Creativity: Theory, history, practice. London and New York, Routledge.

    Google Scholar 

  • Prahalad, C. K. and Ramaswamy, V. 2004a. Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), pp. 5–14.

    Article  Google Scholar 

  • Prahalad, C. K. and Ramaswamy, V. 2004b. The future of competition: Co-creating unique value with customers. Harvard, HBS Press.

    Google Scholar 

  • Rancière, J. 2011. The emancipated spectator. London, Verso.

    Google Scholar 

  • Reason, M. 2010. Asking the audience: Audience research and the experience of theatre. About Performance 10, pp. 15–34.

    Google Scholar 

  • Royal Shakespeare Company. 2017. Press release [Internet]. Stratford-on-Avon, Royal Shakespeare Company. Available from: https://www.rsc.org.uk/press/releases/spring-mischief-festival-the-other-place-stratford-upon-avon-24-may-17-june [Accessed 10 November].

  • Schumpeter, J. 1942. Capitalism, socialism and democracy. New York, Harper.

    Google Scholar 

  • Sicart, M. 2014. Play matters. Boston, MA, MIT Press.

    Google Scholar 

  • Simon, N. 2010. The participatory museum. Santa Cruz, Museum 2.0.

    Google Scholar 

  • Tanggaard, L. (ed.). 2014. Fooling around: Creative learning pathways. Charlotte, NC, Information Age Publishing.

    Google Scholar 

  • Walmsley, B. 2013. Co-creating theatre: Authentic engagement or inter-legitimation? Cultural Trends, 22(2), pp. 108–118.

    Article  Google Scholar 

  • Walmsley, B. 2016. From arts marketing to audience enrichment: How digital engagement can deepen and democratize artistic exchange with audiences. Poetics, 58, pp. 66–78.

    Article  Google Scholar 

  • Whalley, J. and Miller, L. 2017. Between us: Audiences, affect and the in-between. London, Palgrave.

    Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Ben Walmsley .

Rights and permissions

Reprints and permissions

Copyright information

© 2019 The Author(s)

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Walmsley, B. (2019). Co-creating Art, Meaning, and Value. In: Audience Engagement in the Performing Arts. New Directions in Cultural Policy Research. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-26653-0_7

Download citation

Publish with us

Policies and ethics