Kūrybinių industrijų organizacijų komunikacija Covid-19 pandemijos metu: teatro atvejų analizė

Abstract

Šiame darbe analizuojama teatro lauko organizacijų prisitaikymas prie kintančių žmonių poreikių ir interesų, o ypač 2019 metų pabaigoje Uhane, Kinijoje, užgimusios pandemijos kontekste. Analizuojamo laikotarpio imtis: nuo 2020 metų kovo iki 2021 vasario mėn.

CoVid-19 started in late 2019 in China and, through several months, has spread globally and, as a result, has heavily adjusted people’s livelihood. Sectors such as IT have suffered minor damages while others, such as hotels, restaurants and all other cultural sectors endured significantly heavier consequences. Out of all creative industry fields, theatres and general performing arts had to re-adjust the most. Once theatre halls have closed down, it was necessary to concentrate on social media and communication in the public domain. Some theatres did it better, while others were not as successful. So far, it is difficult to predict any possible outcomes after the pandemic. However, it is already clear that the cultural field has suffered the most. Therefore, it is not sure how long it will take for cultural institutions to bounce back to pre-pandemic status. Therefore, it is important to analyse specifically selected theatres’ communicational features and actions in order to attract the audience even in the circumstances of the remote broadcast. This master thesis analyses the adaptation to differentiating human needs and interests in the field of theatre organisations, especially in the context of the pandemic, starting in the late 2019s in Wuhan, China. The period of analysis: March 2020 to February 2021. The aim of this thesis is to examine the features of the organisations of the creative industry during the CoVid-19 pandemic and to identify what actions were taken to ensure effective communication. The objectives: to review theoretical, critical literature that analyses the communication of creative industry organisations, theatre organisations and their respective actions during the CoVid-19 pandemic; to examine the communication features of three theatres located in Kaunas and to assess them in the general context of creative industry organisation’ CoVid-19 era communication; to survey the viewers located in Kaunas in order to examine their attitudes towards actions of the theatre organisations during the pandemic and to identify audience level of involvement; to submit conclusions.