Increasing Student Engagement on College Campuses
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Transcript of Increasing Student Engagement on College Campuses
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Student Engagement in the Performing Arts
Engaging Next Generation Audiences: A Study of College Student Preferences towards Music and the Performing ArtsAlan Brown, WolfBrown
Michelle Witt and Elizabeth Duffell, UW World Series, University of Washington
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Student Engagement in the Performing Arts
How many of you have specific marketing or programming initiatives for college students?
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Student Engagement in the Performing Arts
We need audiences. Where are they going to come from?
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Student Engagement in the Performing Arts
Insert graph on educational attainment. Less emphasis on music.High school involvement in the arts
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Student Engagement in the Performing Arts
The Hopkins Center study addressed the following research question:
What should campus-based performing arts presenters and their partners be doing to engage more students in the performing arts?
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Student Engagement in the Performing Arts
Research Partners
• Hopkins Center for the Arts, Dartmouth College• Carolina Performing Arts, University of North
Carolina• Hancher, University of Iowa• Krannert Center for the Performing Arts,
University of Illinois• Lied Center of Kansas, University of Kansas• Texas Performing Arts, University of Texas• University Musical Society, University of
Michigan• UW World Series, University of Washington
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Student Engagement in the Performing Arts
Learning Approach
• A total of 18 staff-led focus groups with students
• Survey of undergraduates on seven campuses
• Case study research on good practices in student engagement
• Pilot projects led by student researchers
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Student Engagement in the Performing Arts
Download the reports at: www.wolfbrown.com/college
More info. for campus presenters:https://hop.dartmouth.edu/online/student_engagement
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Student Engagement in the Performing Arts
Overview: Most frequent performing arts activities
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Student Engagement in the Performing Arts
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Student Engagement in the Performing Arts
High school
band or choir
activity is
highly predic-tive of college music activiti
es
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Student Engagement in the Performing Arts
Music Preferences
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Student Engagement in the Performing Arts
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Student Engagement in the Performing Arts
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Student Engagement in the Performing Arts
Classical Music is preferred as much as Rap or Hip Hop
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Student Engagement in the Performing Arts
Classical music is equally preferred by male and female students
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Student Engagement in the Performing Arts
Music preference clusters, based on multiple correspondence analysis
Cou
ntry
Hip
Hop
Dance Music
Classic Rock
Indie Rock/So
ul
Classical
Traditional MusicJAZZ
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Student Engagement in the Performing Arts
A word about omnivorousness
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Student Engagement in the Performing Arts
The average student “strongly likes” 5 out of 30 songs and genres
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Student Engagement in the Performing Arts
Preference for classical music moves with preference for other types of music
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Student Engagement in the Performing Arts
Relationship to Classical Music
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Student Engagement in the Performing Arts
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Student Engagement in the Performing Arts
As students age, their interest in classical music grows slightly
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Student Engagement in the Performing Arts
76% of students pass the litmus test of interest
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Student Engagement in the Performing Arts
Of those with the highest
preference levels for classical
music, 37% have not
attended a concert
since being at school.
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Student Engagement in the Performing Arts
Why are they not attending?
What are the barriers?
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Student Engagement in the Performing Arts
From focus group research:
• Classical music is primarily a personal listening experience- Used as a study aid, a sleep aid
• Classical music is a background phenomenon- At best, a sort of creative elixir
• Regarded by some as a scholarly intellectual challenge- Where do you start, if you don’t know the way in?
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Student Engagement in the Performing Arts
From focus group research:
• Live concerts lack sufficient interactivity, and lack sufficient sensory stimulation- “If I’m just listening to something, I will probably zone out
and stop paying attention. I need something to keep my eyes busy.”
• High commitment threshold- Duration of concert- Can’t talk, can’t mediate, can’t opt out
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Student Engagement in the Performing Arts
What do college students cite as the #1 barrier?
“I’m too busy.”
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Student Engagement in the Performing Arts
For newcome
rs to classical music,
the first barrier is not price or lack of
social stimulus, but fear of the
unknown.
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Student Engagement in the Performing Arts
What will students pay?
About $10 to $15
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Student Engagement in the Performing Arts
Eight strategies for motivating attendance amongst college students
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Student Engagement in the Performing Arts
1. Assure a minimum level of accessibility through pricing incentives
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Student Engagement in the Performing Arts
2. Offer curated music listening spaces (e.g., a music lounge)
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Student Engagement in the Performing Arts
3. Experiment with new combinations of setting and format
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Student Engagement in the Performing Arts
4. Engage students in the curatorial mode of music participation (i.e., downloading, organizing, editing, making and sharing playlists)
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Student Engagement in the Performing Arts
5. Add visual elements to live music; offering multi-layered experiences
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Student Engagement in the Performing Arts
6. Ensure that students have an opportunity to meet personally with artists
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7. Hire artists who are closer in age to students
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Student Engagement in the Performing Arts
8. Provide social opportunities adjunct to concerts
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Student Engagement in the Performing Arts
Summary:
Six-point approach to increasing student engagement in the performing arts
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Student Engagement in the Performing Arts
Student Engagement in Practice: Additional Discussion
Student Engagement in the Performing Arts
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Student Engagement in the Performing Arts
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