Arts consumption

This chapter explores the broad, unique, fascinating and varied nature of arts consumption. Building upon the contemporary definition of consumption in general, a broad definition of arts consumption is presented that challenges traditional views that focus narrowly on purchase decisions and instead advocates an experiential approach that prioritises emotions and subjective experiences. A closer examination of a particular type of arts consumer – the audience – and of arts consumption practices such as fandom indicates that arts consumption is worthy of examination in and of its own right as a significant and interesting contemporary consumption phenomenon. Finally, the immense impact of technology, especially artificial intelligence and social media, on arts consumption is examined. In summary, this chapter underscores the broad, unique and evolving nature of arts consumption, highlighting its relevance to broader marketing theory and practice, for example, by problematising the production/consumption nexus or raising questions about the power inherent in new forms of media.