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Exploring Cultural Consumption - TFT00124M

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• Department: Theatre, Film, Television and Interactive Media
• Credit value: 20 credits
• Credit level: M
• Academic year of delivery: 2023-24
  • See module specification for other years: 2024-25

Module summary

This module ambitions to explore the interactions that occur on the marketplace between consumers, cultural offers and their diffusers and distributors (cultural organisations and institutions, but also critiques, other gatekeepers and policymakers). It shall provide students with an in-depth theoretical and practical understanding of how consumers anticipate, choose, live, and remember cultural experiences, what societal and individual forces influence that process, and how to craft meaningful cultural experiences for them.

Module will run

Occurrence	Teaching period
A	Semester 2 2023-24

Module aims

1. Understand the forces that drive people towards cultural participations.
   
2. Explore the main challenges faced by organisations in engaging their audience in our era of cultural abundance.
   
3. Question and discuss the specificities of cultural goods and experiences.
   
4. Define the different stages of the cultural experience – anticipation, purchase, core experience and remembrance – and explore their inherent issues and challenges for cultural organisations, their staff, and their audiences.
   
5. Give guidance on how to craft meaningful cultural experiences for successful audience development in a competitive environment.

Module learning outcomes

1. To demonstrate a detailed and critical understanding of the theoretical aspects to consumer behaviour and how they can be applied to the study of cultural consumption.
   
2. To be able to mobilize conceptual knowledge to critically analyse practical cases depicting the challenges several cultural industries faces in engaging with their audience in the 21^st century – such as museums, cinema, live concerts, music and video streaming, NFTs…
   
3. To gain an understanding of the determinants to cultural consumption and of the current consumption trends to creatively address the problems faced by today’s cultural organisations in developing and maintaining their audiences.
   
4. To develop skills in conceiving meaningful cultural experiences for a variety of organisations and consumers and communicate efficiently and concretely such expertise, both individually and in teams.

Indicative assessment

Task	% of module mark
Essay/coursework	100

Special assessment rules

None

Indicative reassessment

Task	% of module mark
Essay/coursework	100

Module feedback

Students will receive feedback during seminars as well as during the revision session at the end of the module where they will discuss their assessment plans.

Indicative reading

• Arnould, E. J., & Thompson, C. J. (Eds.). (2018). Consumer Culture Theory. Sage.

• Colbert, F., & d’Astous, A. (2021). Consumer Behaviour and the Arts: A Marketing Perspective (1st ed.). Routledge. https://doi.org/10.4324/9780429263118

• Kravets, O., Venkatesh, A., Miles, S., & Maclaran, P. (2017). The SAGE handbook of consumer culture. Sage.