CHAPTER TWO

2.0 LITERATURE REVIEW

Before delving into the topic of the connection between social media and

theatrical productions, we will quickly go over the main ideas being studied.

Some of these consist of;

2.1 THEATRE

This term means both an action and a building. A theatre is a setting

where a performance is introduced to a crowd of people. This makes sense

of why Edwin Wilson attests that "the means through which an arts

presents it's material is often referred to as the medium. A story that is

enacted by entertainers is the medium for theatre. In theater, characters

are constantly played by performers and audience, spectators. The world

of theatre is a vibrant and captivating realm that has enraptured audiences

for centuries. Rooted in the ancient traditions of storytelling and

performance, theatre remains a vital form of artistic expression that

continues to evolve and captivate audiences worldwide. It brings together a

tapestry of creative elements, including acting, stage design, music, and

writing, to create a unique and immersive experience. The summary of the

essence of theatre experience is shown in the above view. It integrates

several other art forms, acting as a "melting point" for various other

disciplines and art forms. The fact that it involves process, poses the next

vital issue of its origin. Every theatre is a manifestation of the predominant

culture since it is a popular view that the way a nation goes reflects in its art

especially theatre. Supporting this view, Osakwe Stevenson says that

theatre "is often said to be as old as mankind and all theatrical actions

evolve out if man's daily activities which are influenced by long standing

cultural traditions and attitudes". It is important to keep in mind from this

perspective that even the repetitive pattern that keeps this theatrical art

alive becomes a culture. The management of such a theatre has a major

role to play on its sustenance. Particularly in the modern day, theatrical

productions have evolved into an unique experience of initiatives, which

emphasizes the need for equally innovative management.

2.2 THEATRICAL PRODUCTION

A theatrical production is the process involved in conversion of a

dramatic text into a theatrical performance which involves a diverse range

of art forms from acting, direction, production, lighting, stage props,

costume designing, music, backstage support etc. It is a transformation of

one art form into another from text to a visual experience of performance

on stage.

Theatrical productions have long been regarded as a cornerstone of artistic

expression and cultural reflection. From ancient Greek tragedies to

contemporaries, ttheatrical productions encompass a vast array of

performances that captivate audiences and provoke profound emotional

responses. They provide a platform for actors, directors, designers, and

technicians to collaborate and bring stories to life through live

performances. Theatrical productions engage audiences through powerful

acting, intricate set designs, captivating costumes, evocative lighting, and

carefully crafted soundscapes. The scripts and narratives explore diverse

human experiences, delving into universal themes such as love, loss,

identity, and social issues. The magic of theatrical productions lies in their

ability to transport audiences to different worlds, evoke emotions, and

provoke thought-provoking conversations. They hold a mirror up to society,

reflecting its values, struggles, and aspirations, and providing a space for

collective reflection and catharsis. Theatrical productions are a testament to

the enduring power of live performance and the rich tapestry of storytelling

that continues to captivate and inspire audiences around the world.

There is a production team during the process of a theaterical production,

under the supervision of a theatre/production manager, who ensures

coordination of all the technical and staging requirements in a production

house. There are certain theatres which have their own production or

technical managers who co-ordinates with the creative team and are

accountable for the sets, costumes, lighting, props, music and other

expertise and cater to the creative team’s vision.

The process of producing a play is complex and requires a wide range of

skills, the following are some of its most crucial elements:

1. Acting

2. Direction

3. Production

4. Costume

5. Set design

6. Stage props

7. Lighting

2.1.1 DIRECTION
A director is the head of the production crew who brings together and

coordinates with the complex parts of the production, which include

performers, different specialists like wardrobe, sound, lighting, and set

designers, along with stage management and the crew. His creative idea

for the play serves as the foundation for the production, which he nurtures

with consistency and coherence. In order to keep the play's vision alive, he

also works hand-in-hand with other departments.

Discussing the role of a director Jean Vilar in his essay, Murder of the

Director states that,

“Where the actor is concerned, the director's art is one of suggestion. He

does not impose, he suggests. Above all, he must not be brutal. The "soul

of an actor" is not an idle phrase: even

more than the "soul of a poet", it is a continuing necessity. One does not

win a creature's soul by brutalizing it, and the actor's soul is more

necessary to the work of theatre than his sensitivity.”

He also goes on to say that, a directors role ‘is to inspire the actor with

confidence, to convince him that he has, in the very expressive phrase,

"found" or "rediscovered" his character.’ J. Vilar (1958)

In addition to carefully incorporating an idea or work into another form while

keeping in mind the audience's political and cultural surroundings, direction

goes beyond just interpreting the script on stage. Karnad clearly states,

however, the attempt "was not to find and reuse forms that had

worked successfully in some other cultural context. The hope, rather, was

to discover whether

there was a structure of expectations-and conventions-about entertainment

underlying these

forms from which one could learn." Mee Erin B (1997)

2.1.2: PRODUCTION

As stated earlier, Oxford defined the term Production as the action of

making or manufacturing from components or raw materials, or the process

of being so manufactured or the

process of or management involved in making a film, play, or record. The

personnel who is in charge of approving the commencement of the process

of a theaterical production by generating the approved budget for a

theatrical performance and make sure the deadlines is known as the

Producer. He is in charge of organizing the production's finances, as well

as the use of labor and materials. He runs the regular weekly rehearsals

along with the director, leads production meetings and oversees the

project. This individual is in charge of finding the performers and

assembling a crew to put on the show. If a theater is not putting on its own

performance, an outside producer handles it.

2.1.3: COSTUMES The totality of a character's general appearance as

needed for a play is "costume design".

when actors wears costumes, it's to pass a message or some personal

information to the audience. We pick up a lot of messages and impressions

about the actors from the costumes they put on. We begin to make

judgments as soon as we immediately connect those messages to our

thoughts. Costumes have a significant role in the success of theater

productions for a number of reasons. The use of costumes in theatre

develops significantly since eighteenth century until now.

Referring to the role of a costume designer's role in theatre production,

Lucy Barton in her essay, A major in Costume states that:

‘It must be insisted that the serious purpose of a costumer is not to give the

actors "something to wear," not to "make them look pretty," not even to

"dress the stage"; rather it is to aid in the interpretation of the play as a

whole and of each character in the play. A good costume becomes

part of the actor's characterization; it clothes the character properly, so that

the audience is never aware of the dress as separate from the character.

Therefore it is of prime importance that that costume shall be designed to

express the character.’ It’s quite evident how audience recognizes costume

as part of the character and not as a separate entity in a theatrical

production.

2.1.3: SET PROPS, SET DESIGN & LIGHTING.

SET PROPS AND SET DESIGN:

The process that produces the physical setting for a staged/filmed

production is known as set design. It contains all of the scenery, furniture,

PROPS, appearance, and general aesthetic of the stage and is primarily

used to describe theatrical productions. The terms scenic design, theater

design, theatrical design, and stage design are also used to describe set

design. Although these terms are frequently used interchangeably, set

design or scenic design have gained in popularity since they may be

employed in both theater and television as well as film. Scenography, a

more current and related term, includes all of a theatrical production's

technical designs, including the lighting, sound, costumes, and scenery.

2.1.4: LIGHTING:

Stage/theatrical lighting is a form of art that is used to generate impact on a

production/scene, provide visual direction, and mold the environment, as

well as brighten performance spaces. The right stage/theatrical lighting can

help you capture the audience’s attention and enhance a production in a

number of ways.

2.3 SOCIAL MEDIA

Social media has emerged as a cultural phenomenon that has transformed

the way we interact, share, and consume information (boyd and Ellison

211).

Social media has significantly altered the way we connect, communicate,

and consume information, becoming a crucial part of our everyday lives.

Beyond close relationships, social media has a significant impact. It has

completely changed how businesses and organizations run their operations

by enabling them to interact with customers, advertise their goods or

services, and greatly increase brand recognition. With the ability to target

ads and precisely segment audiences, social media platforms have evolved

into effective marketing tools. Social media has also reshaped the

landscape of business and marketing. It has become an indispensable tool

for companies to promote their products or services, engage with

customers, and build brand loyalty" (Hoffman and Fodor 98). Through

targeted advertising and personalized content, businesses can reach

specific audiences and tailor their messaging to individual preferences.

Additionally, influencer marketing has gained prominence, with social

media influencers leveraging their large followings to promote brands and

products (Abidin 37)

People now have a significant voice thanks to social media platforms,

which allow them to share their ideas and experiences and take part in

cross-cultural dialogue. Social media's significance extends beyond

interpersonal relationships; it also has an impact on politics, activism, and

social movements. By enabling companies to target particular populations

and assess the success of their efforts, it has given rise to new types of

marketing and advertising. A platform for artists, writers, and influencers to

display their work and engage with a worldwide audience has been made

available by social media, which has also promoted the flow of ideas,

knowledge, and innovation. Social media's influence on different facets of

our life, from entertainment to education, from politics to business, will only

continue to grow.

The most well-known social media sites include Facebook, Twitter,

Instagram, LinkedIn, Snapchat, TikTok, and YouTube, WhatsApp etc.

Social media can be utilized for a range of objectives, including news,

marketing, networking, and communication.

SOCIAL MEDIA AND THEATRICAL PRODUCTIONS:

Social Media has indeed become an essential tool for the theatre industry,

providing new ways to promote shows and connect with audiences.

According to a study by pew research center, social media has

transformed the way people consume and interact with media, and the

theatre industry has been no exception (Pew Research Center, 2021).

Social Media platforms have proven to be effective tools for theatre

companies and artists to engage with fans and create anticipation around

their productions. Platforms like Twitter, WhatsApp, Facebook and

Instagram have become crucial tools for theatre artists and companies to

promote their shows and engage with audiences. For instance, the

production of the just concluded final year project plays used WhatsApp

and Instagram to share exclusive content with potential audiences,

including behind-the-scenes i.e rehearsal processes and interviews with

cast and crew. Social media has become an influential medium in the

digital age that has impacted our lives in many ways, including

communication. Audiences can share their thoughts, reviews, and

recommendations, contributing to the broader discourse about the art form.

This engagement not only helps theater companies understand their

audience's reactions but also creates a sense of community among theater

enthusiasts. The theatre industry is one area where this technology

phenomenon has had a significant impact. The influence of social media on

theatre spans a variety of areas, including promotion, audience

involvement, creative collaboration, and the democratization of theatrical

experiences. In-depth analysis of how social media has affected and is still

influencing the theatre industry is provided in this essay, along with a

discussion of its benefits and drawbacks.

One of social media's most important effects on theatre is its facilitation of

heightened audience involvement. Twitter, Instagram, and TikTok have

transformed into virtual forums where theatre lovers may express their

ideas, share their stories, and interact with other theatergoers and

performers. The experience of visiting to the theatre now includes live-

tweeting performances, posting reviews, and taking part in online debates.

Such participation enables a closer relationship between the public and the

performing arts industry, developing a feeling of community and building a

strong following (Hartley, 2016).

Social media has made a notable impact is in the promotion of theatre

productions. Platforms such as Facebook, Twitter, and Instagram provide

theatre companies with a cost-effective means of reaching a wider

audience. According to Smith and Johnson, these platforms "allow theatres

to share production updates, behind-the-scenes content, and exclusive

interviews, thereby generating excitement and interest among potential

theatregoers" (45).

Social media has promoted direct interaction between theatregoers and the

venues that host them. Theatre aficionados can post their experiences,

reactions, and even performance snippets on websites like YouTube and

TikTok. Through their active participation, theatregoers have created online

communities where they may share opinions, critiques, and suggestions.

According to Brown (2020), "theatre-related hashtags and online

communities have emerged, fostering a vibrant online theatre community"

(p. 112).

Furthermore, Social media plays a pivotal role in facilitating collaborations

and partnerships within the theatre industry (Peachey, 2023). Theatre

companies can connect with other theatres, artists, sponsors, or influencers

to cross-promote productions, share resources, or collaborate on projects

(Cohen, 2021). Social media integration in the theatre sector can present

some difficulties, though. Live tweeting during performances has become

popular due to the rapid nature of websites like Twitter, which may be

annoying and distracting. Some theatre organizations have stronger

smartphone regulations in place to address this issue, asking patrons to

refrain from using their devices during performances.

In conclusion, social media has changed how theatre is advertised,

enjoyed, and discussed. Theatre companies can communicate with

spectators, foster a sense of community, and raise excitement for their

plays by utilizing the power of social media sites like Facebook, Twitter,

and Instagram. But it's important for theatre professionals to strike a

balance between using social media as a marketing tool and protecting the

reverence of the live performance.

In conclusion, there has been a significant and wide-ranging impact of

social media on theatrical productions. It has transformed the way plays are

advertised, enabling theatre groups to reach a bigger audience and spark

interest. Social media has made it easier to interact directly with audiences,

promoting a sense of community and forging closer ties between

theatergoers and the venues that host them. Additionally, it has changed

the way criticism and evaluations are distributed, giving both theater

organizations and prospective patrons insightful information. The theater

experience has been improved by the behind-the-scenes glimpse into the

creative process provided by social media platforms. In the theatrical world,

social media has transformed how shows are advertised, experienced, and

debated, influencing the development and evolution of the theatre.

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Vilar, Jean. “Murder of the Director.” The Tulane Drama Review, vol. 3, no.

2, 1958, pp. 3–7. JSTOR, [Link] Accessed 18

Mar. 2023.

Mee, Erin B. "Contemporary Indian Theatre: Three Voices." Performing

Arts Journal, vol. 19 no. 1, 1997, p. 1-5. Project MUSE

[Link]/article/25618.

Barton, Lucy. “A Major in Costume.” Educational Theatre Journal, vol. 2,

no. 1, 1950, pp. 48–51. JSTOR, [Link] Accessed

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Boyd, danah and Ellison, Nicole B. "Social Network Sites: Definition,

History, and Scholarship." Journal of Computer-Mediated Communication,

vol. 13, no. 1, 2007, pp. 210-230.

Hoffman, Donna L. and Fodor, Marjorie. "Can You Measure the ROI of

Your Social Media Marketing?" MIT Sloan Management Review, vol. 52,

no. 1, 2010, pp. 41-49.

Abidin, Crystal. "Influencers and the Digital Marketing Ecosystem: Social

Media Influencers and Their Commercial Responsibilities." Communication

Research and Practice, vol. 5, no. 1, 2019, pp. 73-89.

Pew Research Center. "Social Media Fact Sheet." Pew Research Center,

2021, [Link]

Hartley, Aiden. "Tweeting the Performance: Live Performance, Digital

Communication, and the Potential of the Social Media Feedback Loop."

Theatre Journal, vol. 68, no. 4, 2016, pp. 593-612.

Smith, John, and Robert Johnson. Theatres and Social Media: Creating

Digital Communities. Routledge, 2019.

Brown, A. (2020). The Impact of Social Media on Theatre. Theatre Journal,

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Peachey, A. (2023). Social Media in Higher Education: Cases, Uses, and

Opportunities. Springer.

Cohen, D. (2021). Theatre PR and Social Media: How to Make It Work for

You. Methuen Drama.