نوع مقاله : مقاله پژوهشی (آمیخته )
نویسندگان
1 گروه هنر، واحد بین المللی کیش، دانشگاه آزاد اسلامی، جزیره کیش، ایران.
2 گروه طراحی پارچه و لباس، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران.davodi@iau.ac.ir
3 گروه هنر، واحد قم، دانشگاه آزاد اسلامی، قم، ایران.
4 گروه طراحی پارچه و لباس، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
This study aims to systematically identify and refine the components of audience-centricity in the arts, . Employing an exploratory sequential mixed-methods approach, the research was conducted in two main phases. In the qualitative phase, using purposive sampling, 19 authoritative scientific articles were subjected to in-depth analysis through qualitative content analysis facilitated by NVIVO software yielded 39 initial codes, nine axial categories, and ultimately four core components. In the quantitative phase, fuzzy screening technique was employed to refine the components within the specialized context of the arts, utilizing the opinions of 12 experts . Data were collected using a researcher-developed questionnaire .The findings revealed that out of the 39 initial indicators, 11 were confirmed as the final components of audience-centricity in the arts, with three indicators—"investment in continuous learning and capability development," "adherence to privacy and data ethics," and "transparency in actions and communications"—attaining the highest level of importance. The alignment of the findings with the theoretical background not only confirms foundational theories such as market orientation and value co-creation but also demonstrates the study's innovation in introducing an "ethical-strategic framework" as the core of audience-centricity in the age of digital art.
کلیدواژهها English
