Communicating to culture audiences

Huong Le, Bridget Jones, Tandi Williams, Sara Dolnicar
  • Marketing Intelligence & Planning, June 2016, Emerald
  • DOI: 10.1108/mip-05-2015-0102

What is it about?

The purpose of this paper is to provide novel insights into arts consumption behaviour and patterns of communication displayed by arts consumers using Peterson’s theoretical framework, and to identify differences in the use of communication channels across arts segments.

Why is it important?

The paper adds the dimension of arts consumption frequency to the taxonomy of omnivores and univores proposed by Peterson, which is based on the variety of consumed arts only. The paper contributes to communication and arts marketing literature by identifying key differences in communication patterns across segments of arts consumers and the most promising communication channels to engage them.


Dr Huong Le
Deakin University

This paper has a number of theoretical implications. The findings provide empirical evidence in support of Peterson’s (1992) omnivores-univores argument, and extend his theoretical framework to illustrate that omnivores not only consume a variety of art forms, but also are almost exclusively high-frequency arts consumers. We add to Peterson’s theory by proposing that arts consumer segments should be grouped by both frequency and breadth of their actual arts consumption, rather than only based on breadth of consumption.

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The following have contributed to this page: Dr Huong Le and Professor Sara Dolnicar