SHS Web Conf.
Volume 114, 2021VIII International Scientific Conference New Trends, Strategies and Structural Changes in Emerging Markets (NTSSCEM 2021)
|Number of page(s)||8|
|Published online||13 July 2021|
Digital challenges for creative industries: case of opera
RUDN University, 117198, Miklukho-Maklaya str.6, Moscow, Russia
* Corresponding author: firstname.lastname@example.org
Digital technologies today are seen as a powerful driving force of creative industry growth. The authors reveal the development of operatic theatre as a significant entity of a new market reality - the economy of impressions. Notwithstanding the fact that the majority of opera houses are state funded, the issue of economic efficacy is gaining relevance for theaters; increasingly more attention is paid to promoting theatrical product. Despite the fact that the eliteness of operatic art and loyalty to tradition poses restrictions on implanting new instruments of theater branding. active digitization of the opera product is the only plausible means of attracting the attention of the new generations who are used to this format of representing cultural content. This dilemma is analyzed in the article on the basis of the data yielded by a field study in the form of a survey involving Russian and Italian opera lovers.
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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