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Democratization or Vulgarization - The Impact of Facebook on Cultural Capital  

par Milano, Carmela ;Rothenberger, Sandra
Référence Journal of marketing trends., 5, 1, page (129-144)
Publication Publié, 2018-02-19

Article révisé par les pairs

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Résumé :

This paper investigates the impact of Facebook on cultural audience, putting the emphasis on the transmission of cultural capital in elitist circles. Our purpose is to provide important evidence concerning the digital opportunities and challenges for the use of social networks in cultural management. Based on an exploratory study, we look closely at the attitudes and reactions of cultural audience to the use of Facebook by theaters. We focus hereby on the democratization (acceptance) or the vulgarization (rejection) effects of the use of Facebook. We conclude that demographics and psychographics such as the generational effect and the personalities of the influence “the acceptance”, while environmental factors such as peer and media influence “the rejection” of the use of Facebook. The present findings help cultural institutions to have a better understanding of the profile of the actual theater audience, their needs, desires and fears.