THE INFLUENCE OF SOCIAL MEDIA ON THE PATRONAGE

ABSTRACT

This study investigated the influence of social media on the patronage of the theatre with a focus on the University of Benin theatre. To achieve this study, the survey method was used for the collection of primary data. To this end, 100 respondents purposively selected from University of Benin theatre audience were sampled with the aid of a 16-item closeended questionnaire. Results showed that social media has impacted significantly on the University of Benin theatre practically in the area of audience development and audience generation. It was further observed that in particular streaming its performances via social media platforms have enabled the University of Benin theatre to cultivate and reach a global audience in real time. The study therefore recommended that social media should be made a focal point in advertising theatre production for it to reach a wider audience. It was further recommended that The University of Benin Theatre Management should, given the reality of social media’s indispensability in the new world order, incorporate social media studies into their academic curriculum. This will boost student proficiency in social media application to theatre production management.