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Democratization or Vulgarization - The Impact of Facebook on Cultural Capital

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  • Carmela Milano
  • Sandra Rothenberger

Abstract

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.

Suggested Citation

  • Carmela Milano & Sandra Rothenberger, 2018. "Democratization or Vulgarization - The Impact of Facebook on Cultural Capital," Post-Print CEB, ULB -- Universite Libre de Bruxelles, vol. 5(1), pages 129-144, February.
    • Handle: RePEc:sol:spaper:2013/267649
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    References listed on IDEAS

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    1. Kristine de Valck & Roberts V. Kozinets & Andrea C. Wojnicki & Sarah J.S. Wilner, 2010. "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities," Post-Print hal-00458424, HAL.
    2. Robert V. Kozinets, 2008. "Technology/Ideology: How Ideological Fields Influence Consumers' Technology Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 865-881, October.
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    More about this item

    Keywords

    social networks and Facebook; arts consumer research; theater management; cultural capital; vulgarization; democratization; structural equation modeling;
    All these keywords.

    JEL classification:

    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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