The Mass Market Ain’t What It Used To Be (And What That Means For The Arts)

diacritical: What does it mean to “engage with an audience”? It’s a fundamental question for anyone who makes anything. Whether it’s a political party trying to win votes, Coke trying to sell drinks, an entrepreneur trying to sell an idea, or a theatre trying to sell tickets.

Whole industries thrive on trying to define, quantify and strategize engagement and building audience. It breaks down into three parts. Can you find an audience? Can you motivate it to respond in some desired way? Can you convince that audience to continue a relationship with you?