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This chapter is about quantum storytelling and improvisation and how to use quantum storytelling as an improv theater for social change. Quantum storytelling, in its fore-caring, is about producing an ethics of care where none exists. In the quantum storytelling theater for change, we envision a stage with human and non-human actors (animals, plants, quantum wave/particles) and ways to collapse waves of quantum potentiality into new possibilities for human survival, for posthumanist survival.

We will assert that this happens through improvisation: something called “quantum storytelling with improv.” Our example for this chapter is a theater company we created in Las Cruces, NM, called “Veterans Theater” in which improv is the performance approach. Boje teaches in the belly of the beast (the Business College) at New Mexico State University, a course called “Leadership Is Theater in Society” that uses improv. It is not only about improv but it is also based on Theater of the Oppressed (Boal, 1979, 2002) and Improvisation for the Theater (Spolin, 1983); it also draws from Pedagogy of the Oppressed (Freire, 1970) and Rules for Radicals (Alinsky, 1971), both of which call on improv as a process for social change. Improv is a vital leadership skill in complex polycultural systems, which is the future of business. Leadership theory is dead. Get over it! Or, resurrect it with improv!

This paper aims at exploring the usefulness of street theatre as critical pedagogy in teaching of social studies education. It gives a brief background of street-theatre and its linkages with critical pedagogy. In the light of theoretical underpinnings of this arts-based pedagogy, the paper deliberates upon the relevance and efficacy of street theatre in a social studies classroom. This paper uses a street theatre performance case to look at the techniques such as: body motion, body work, props, use of visual and audio aids, etc.; processes such as: conscientization and catharsis; and dialogical approach employed by street theatre to bring awareness about socio-political and cultural issues prevalent in a society. The analysis of this performance act shows that street theatre successfully encourages spectators or the oppressed masses to reflect, and triggers action in them to come out of socio-political oppression. When looked at from educational perspective, street theatre encourages the employment of multiple-intelligences of both students and teachers; and therefore, it can be one innovative strategy to make students aware of the issues infecting their society and also to empower students for action

This paper aims to contribute to understandings of the dynamics of marketplace exclusion and explore the benefits of a performative approach to knowledge production.

Interactive documentary theatre is used to explore the pressing issue of marketplace exclusion in a deprived UK city. The authors present a series of three vignettes taken from the performance to explore the embodied and dialogical nature of performative knowledge production.

The performative mode of knowledge production has a series of advantages over the more traditional research approaches used in marketing. It is arguably more authentic, embodied and collaborative. However, this mode of research also has its challenges particularly in the interpretation and presentation of the data.

The paper highlights the implications of performative knowledge production for critical consumer learning. It also explores how the hitherto neglected concept of marketplace exclusion might bring together insights into the mechanics and outcomes of exclusion.

While theatrical and performative metaphors have been widely used to theorise interactions in the marketplace, as yet the possibility of using theatre as a form of inquiry within marketing has been largely neglected. Documentary theatre is revealing of the ways in which marketplace cultures can perpetuate social inequality. Involving local communities in the co-production of knowledge in this way gives them a voice in the policy arena not hitherto fully addressed in the marketing field. Similarly, marketplace exclusion as a concept has been sidelined in favour of marketplace discrimination and consumer vulnerability – the authors think it has the potential to bring these fields together in exploring the range of dynamics involved.

Previous authors have noted the difficulty of demonstrating behavioural outcomes from school‐based sex education programmes. It is increasingly accepted that unless such programmes are firmly based in psychological theory, they are unlikely to be effective in changing behaviour. The A PAUSE programme has been cited as one of only three in Britain that set out to rigorously evaluate the outcomes of a major sex education intervention. Despite the changes in knowledge, beliefs and behaviour demonstrated by the A PAUSE programme, it has failed to significantly change young teenagers’ beliefs in their ability to negotiate sexual aspects of their relationships. To address this problem, A PAUSE has been piloting a peer‐led theatre‐based programme designed to give participants opportunities to identify the need for negotiating skills and practise them in role‐play situations. Drawing on the theoretical basis of A PAUSE, the theatre‐for‐development process aims to promote autonomy of the peer educators and empower the target population. Although detailed process evaluation is still in its early stages, this article describes the pilot, examines the results so far, and makes a case for pursuing this theatre model further.

The purpose of this paper is to analyse the emergent role of market in cultural enterprises.

The authors consider market as network and identify the role of the interaction process with a special focus on theatre organizations.

The interactions are examined on the basis of relationship models, distinguishing for each of them the progressive changes in their structural components (actors, activities and resources) and the outcomes (economic, artistic, social) produced.

The value of the study is to identify market representation by theatre organizations and to analyse their interactions with the market as a cumulative and continuous process.

This article's purpose is to examine the case for the use of the theatre arts in the evaluation of UK City of Culture (UKCC) programmes, specifically headphone verbatim.

Through an analysis of secondary evidence, supported by some primary research, this article analyses past and present evaluation practices surrounding UKCC programmes and the case for headphone verbatim to be included as a method of gathering and distributing research data. The article also observes the challenges in how data may be disseminated through verbatim theatre performance practices, given the limited examples of its use in this context.

The author argues that the theatre arts can provide a different way of knowing and understanding the impacts of UKCC projects on the host city. Specifically, that headphone verbatim can bring an experiential perspective that is rarely if ever captured by existing UKCC evaluation methods and policymaking in general.

This article details an innovative method of evaluating social impacts associated with UKCC projects.

In this account of a study of a Theatre of the Oppressed (TO) intervention in a preservice teacher classroom, the authors explore an alternative way of learning to teach, as well as the dynamics of interdisciplinary collaboration between Theater and Education. Measures of racial and political attitudes did not demonstrate any change in the preservice teachers; however, several limitations made these findings inconclusive. Observations and journal entries suggested that interactive theater may be a promising way to make beliefs about teaching and learning visible, and therefore accessible for critical reflection.

The live streaming of theatrical performances to cinemas has become increasingly common in recent years. The practice offers potentially positive returns for audience reach, audience development, revenue streams and global cultural exchange (Cochrane and Bonner, 2014; Nesta, 2011; King, 2016). However, the conceptualisation of live performance transmissions remains under-explored. The purpose of this paper is to review critically selected literature on event experience and apply it to the growing practice of live-streaming theatre (LST). In doing so, the paper develops a new conceptual model that can be used to guide future research on audience expectations, motivations and experience of LST.

A comparative historic case study approach combines a structured review of relevant academic literature and industry sources. Theories of live cultural experience and authenticity are critically reviewed. The opportunities and threats of LST to performing arts companies are summarised. The approach considers cognitive, affective and behavioural factors in probing themes of audience awareness, perceptions, expectations and experience of LST. The paper uses these factors to develop an original conceptual model for LST.

The research finds that the practice of cinematic live transmission of performing arts challenges existing conceptual categories and marketing strategies. Fundamental events studies factors such as “attendance”, “authenticity” and “experience” are re-evaluated. The model suggests that despite improvements in digital technology traditional theatre and broadcasted theatre are two different experiences, not substitutes.

As a conceptual paper, the results are subject to being tested in the field. The findings reveal implications for the evolving future of hybrid and mixed event experiences. The potential for LST screenings to attract new audiences requires further study.

The implications of the research reflect the changing business models and supply side dynamics of theatre production and touring. The results suggest that live streaming is of limited effectiveness in addressing the capacity limits of Baumol and Bowen’s (1966) “cost disease” in live arts performance. LST allows major brands to penetrate regional markets thereby potentially squeezing out smaller touring companies and restricting innovation.

The findings reveal implications for the evolving future of hybrid and mixed event experiences.

The influence of digital technology on live arts experience is currently under-explored and under-theorised. This paper develops a new conceptual model that captures in greater detail than previously the various factors that may determine audience engagement with, and experience of, LST. The paper contributes to knowledge by expanding the discourse on the gaps between the competing aims of access and authenticity. The analysis expands the academic understanding of hybrid and virtual event experiences.

The purpose of this paper is to determine the influence that newspaper, blog and social media sources of information about a play have on respondents’ willingness to purchase a ticket to a theatrical production.

Respondents saw two advertisements and one review for theatrical productions. The authors randomly varied the version of each advertisement and review so that information regarding the production appeared to originate from a newspaper, blog or social media site. The authors asked respondents to rate the professionalism of the review and advertisements and how likely they were to purchase a ticket. The authors also collected demographic information.

The authors found that newspapers, blogs and social media had similar influence on respondents’ willingness to purchase a ticket. Respondents also viewed the blog-based play review as being as professional as the review from a newspaper. However, respondents were more likely to say they would purchase a ticket to a well-known play than a new play. Female respondents were more willing to purchase a play ticket.

Implications for marketers include the usefulness of non-traditional media (e.g. blogs, social media) in promoting a play – especially for new plays. Theater critics will find that their opinions are equally influential, regardless of whether the medium of publication is traditional (e.g. a newspaper) or digital (e.g. a blog). Principal limitations are the artificiality of a true experiment and an overly simplistic pricing method in the study.

Professionals selling tickets to theatrical productions should use favorable quotes and responses from social media and blogs when marketing tickets because audience members trust that these sources of information as much as newspapers. Internet-based theater critics should appreciate that they are perceived as being as reputable as newspaper-based critics.

Research on theater advertising is extremely limited (especially outside of Broadway), as are studies on the influence of theater critics. The study adds to this meager body of research and provides needed practical guidance to theater marketers.