Expectation of being affected : An Enactive perspective of spectators' expectations of contemporary dance

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dc.contributor.author Moisio, Saara
dc.date.accessioned 2022-02-22T13:52:02Z
dc.date.available 2022-02-22T13:52:02Z
dc.date.issued 2021-05-18
dc.identifier.citation Moisio , S 2021 , ' Expectation of being affected : An Enactive perspective of spectators' expectations of contemporary dance ' , Arts and the market (Print) , vol. 11 , no. 3 , pp. 186-199 . https://doi.org/10.1108/AAM-01-2020-0001
dc.identifier.other PURE: 159693480
dc.identifier.other PURE UUID: 4e92014f-65fc-451b-923a-466d02e1d64b
dc.identifier.other WOS: 000653172800001
dc.identifier.other ORCID: /0000-0003-1536-6577/work/108868760
dc.identifier.uri http://hdl.handle.net/10138/340795
dc.description.abstract This article examines how spectators describe their expectations of contemporary dance by referring to action. Through discussing a qualitative audience study, the article argues that spectators always have an expectation of being affected by performances they attend. This expectation can guide their interest in attending performances of certain genres instead of other possible ones on offer. Additionally, the article points out how spectators can actively manage their expectations in order to be affected. The study is based on 21 in-depth interviews with spectators at a dance venue, a company and a festival in Finland. The analysis of the interviews combines thematic analysis with metaphor analysis. Employing the paradigm of enaction and the concept of affordances, this article approaches expectations as embodied and dynamic, created in interactions between artists, producers and spectators. The analysis shows that when speaking about their expectations of performances spectators use bodily and spatial metaphors. Focusing on metaphors reveals how, for the spectators, performances afford a possibility for action that affects them. The interviewed spectators describe that contemporary dance is “not set in its ways”, therefore it keeps them “awake” and their thoughts do “not fossilize”. This way, they understand contemporary dance as a genre that affords a possibility to be affected by allowing a freedom of own interpretation and surprising experiences if they desire such. Concentration on the metaphors of language offers a deeper understanding of the active nature of spectators’ expectations. Understanding how spectators describe their expectations by referring to action that enables the shaping of their emotions and thoughts can help the development of arts marketing and audience engagement. fi
dc.description.abstract Purpose–This article examines how spectators describe their expectations of contemporary dance by referring to action. Through discussing a qualitative audience study, the article argues that spectators always have an expectation of being affected by performances they attend. This expectation can guide their interest in attending performances of certain genres instead of other possible ones on offer. Additionally, the article points out how spectators can actively manage their expectations in order to be affected. Design/methodology/approach–The study is based on 21 in-depth interviews with spectators at a dance venue, a company and a festival in Finland. The analysis of the interviews combines thematic analysis with metaphor analysis. Employing the paradigm of enaction and the concept of affordances, this article approaches expectations as embodied and dynamic, created in interactions between artists, producers and spectators. Findings–The analysis shows that when speaking about their expectations of performances, spectators use bodily and spatial metaphors. Focusing on metaphors reveals how, for the spectators, performances afford a possibility for action that affects them. The interviewed spectators describe that contemporary dance is“not set in its ways”, and therefore it keeps them“awake”and their thoughts do“not fossilize”. This way, they understand contemporary dance as a genre that affords a possibility to be affected by allowing a freedom of own interpretation and surprising experiences if they desire such. Originality/value–Concentration on the metaphors of language offers a deeper understanding of the active nature of spectators’ expectations. Understanding how spectators describe their expectations by referring to action that enables the shaping of their emotions and thoughts can help the development of arts marketing and audience engagement. Keywords: Expectations, Affordances, Enaction, Metaphor analysis, Contemporary dance, Qualitative audience research en
dc.format.extent 14
dc.language.iso eng
dc.relation.ispartof Arts and the market (Print)
dc.rights cc_by
dc.rights.uri info:eu-repo/semantics/openAccess
dc.subject 6131 Theatre, dance, music, other performing arts
dc.subject yleisötutkimus
dc.subject odotukset
dc.subject nykytanssi
dc.subject metaforat
dc.subject Expectations
dc.subject Affordances
dc.subject Enaction
dc.subject Metaphor analysis
dc.subject Contemporary dance
dc.subject Qualitative audience research
dc.subject PERFORMING-ARTS
dc.subject ATTENDANCE
dc.subject THEATER
dc.title Expectation of being affected : An Enactive perspective of spectators' expectations of contemporary dance en
dc.title.alternative Odotus vaikuttumisesta: enaktiivinen näkökulma katsojien odotuksille nykytanssia kohtaan fi
dc.type Article
dc.contributor.organization Department of Philosophy, History and Art Studies
dc.description.reviewstatus Peer reviewed
dc.relation.doi https://doi.org/10.1108/AAM-01-2020-0001
dc.relation.issn 2056-4945
dc.rights.accesslevel openAccess
dc.type.version publishedVersion

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