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Guralnik, Maria
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Spring 2022
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2022
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3104_Ceyla_Henry.pdf
Adobe PDF, 1.15 MB
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Abstract
This paper examines factors contributing to younger audience attendance and participation in musical theater with a particular focus on how social media, specifically TikTok, plays a significant role. The following paper is based on existing scholarship in arts marketing, social media, and generational research. In addition to bringing together diverse secondary sources in these fields, a survey was conducted to gather and analyze data that can be used to strengthen and support the effective integration of this digital platform in building new audiences for theater.
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