This document discusses how audience engagement and expectations are changing for arts institutions. It notes that success for online platforms is now defined by engagement rather than just visitors or clicks. Arts institutions need to give up some control and influence audiences through user-generated content and sharing experiences in order to stay relevant in this new environment. The relationship between artists, institutions, and communities is also mutating as expectations change.

1. Community, Audience & Engagement:
It’s about Liquids & Solids
and Mutation of Expectations
Douglas McLennan
Editor, ArtsJournal.com
Director, Center for Arts, Media & Audience
University of Southern California
✉ mclennan@artsjournal.com
T @AJDoug
✎ www.artsjournal.com/diacritical
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5. Thursday, October 20, 11

6. 1900
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7. 1900
21,000 copies
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8. Thursday, October 20, 11

9. 1902 Musical
1910 Film
1914 Stage Play
1921 Film
1925 Film...
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10. Thursday, October 20, 11

11. - By 2000 -
500 Adaptations
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13. 1939
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14. 1939
Won 2 Academy Awards
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15. 1939
Won 2 Academy Awards
Box office failure
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17. 1956
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18. 1956
Annual TV Broadcasts
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19. “most popular movie of all time”
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20. “most popular movie of all time”
500 million people
by 2009
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21. Lady Gaga
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22. 14 million
Lady Gaga
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23. 14 million
44 million
Lady Gaga
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24. 14 million
44 million
1 billion
Lady Gaga
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29. 14,000 response videos
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33. 30 million views
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34. 70 percent of all the content created
on the web this year
was made by users
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35. Successful web companies
no longer measure success
by how many visitors
they get...
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36. ...or how many clicks they get...
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37. Success
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38. Success
=
engagement
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39. Engagement
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40. Engagement
=
success
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41. Share Economy
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42. (206) 898-7656
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43. These are people for whom significant
cultural experiences aren’t complete
until they share them
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48. Give up control
to gain influence
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49. control can sell product...
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50. but influence inspires engagement
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52. Art is a process...
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53. Art is a process...
...not a product
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54. Art is a transaction
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55. Art is a transaction
Both sides of the transaction have to balance
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56. building more content
doesn’t balance the transaction
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58. crowd accelerated innovation
- Chris Anderson
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59. institution
artists
community
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60. artists institution community
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61. artists institution community
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62. Mutation of expectations
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65. Community, Audience & Engagement:
It’s about Liquids & Solids
and Mutation of Expectations
Douglas McLennan
Editor, ArtsJournal.com
Director, Center for Arts, Media & Audience
University of Southern California
✉ mclennan@artsjournal.com
T @AJDoug
✎ www.artsjournal.com/diacritical
Thursday, October 20, 11