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FEATURE: Chance Encounters (Theater Magazine 40.3)

Abstract

In the twenty-first century potential audiences are everywhere, but paying customers remain in short supply. That's one conclusion to draw from recent performances and research in the worlds of professional and academic theater. Scholars have carved new distinctions among modes of spectatorship and public engagement, suggesting additional categories of watching and reception to match earlier theories that performances take place in all manner of activity outside the aesthetic theater. Progressive artists of every stripe, craving democratic community and wary of consumerism, have imagined new performance forms more inclusive of participation, in which spectators sometimes define or alter the parameters of their live experiences. Meanwhile, institutional theaters and festivals have embraced the same ethos -but as a marketing stance emphasizing the audience's "experience" -often reinforced with new media and social networking to attract and retain younger patrons (and create expanded opportunities for dialogue, education, and brand loyalty).