I came across a study conducted in the UK where the researchers found some benefit to new attendees of arts and cultural events having the opportunity to participate in peer-lead audience exchange conversations.
They were pretty particular about excluding someone with (perceived) expertise from the group as including such a person either led to people deferring to the person’s expertise or feeling too intimidated to contribute to the conversation. The researchers drew comparisons with book clubs, but encouraged arts organizations to facilitate the formation of such groups since people rarely organize themselves. (emphasis from original)
Deborah (DX): “It’s really nice to talk about it afterwards. Rather than just sort of taking it all home with you”.
Bridget (IKG/BCMG): “[…] at the contemporary music thing, it was quite nice to sit down at the end and talk with other people about the experience [agreement] because otherwise you sort of wander away with a couple of inane comments, and sort of forget about it. But sitting down with people is an interesting way of reflecting –” [Doris: “It can add to the experience.”]
This deepening of experience through conversation was also evident in the group discussions themselves, as participants wrestled with their own responses to an event and sought insight and reassurance from others in the group. They emphasised that the particular kind of discussion they had enjoyed in the audience exchange was not the same as the conversations with performers sometimes offered by theatre or concert providers, where Doris (IKG) felt she “would feel a bit intimidated about saying something not terribly deep and meaningful – but this doesn’t intimidate”.
Some of the commentary the researchers recorded was very interesting to learn. I was trying to figure out how an arts organization could go about capturing this data without being there. An obvious answer is to record it if that doesn’t impact what people are willing to say. Otherwise, asking someone to take notes. Among the comments the researchers recorded were ones about the marketing materials organizations were putting out.
Even while the new audience members struggled to find a vocabulary to talk about their response to a concert, some felt that the language being used by the arts organisation also failed to capture their experience, with too much of an emphasis on analysis and not enough on the emotional impact of the music:
Bryony (E360A): “For me that description of tonight doesn’t make it sound very exciting – it makes it sound a bit rubbish!” [laughs].
Adam (E360A): “Especially the Martinů one, like that was my favourite one, and it says it ‘exhibits the flute to great effect’ [laughter] but to me it was the violin that was really interesting, and the variations in the music”.
These sort of discussions can be helpful for new attendees because they can validate the reactions they have. Some of the discussions revolved around feelings of guilt about being bored or having one’s mind wander. Someone else in the group piped in defending her “’right to daydream’, expressing the view that if the music encouraged her into personal thoughts and memories, this was in itself a response to the performance and not one for which she should feel apologetic.”