What are audiences for?
Richard Coyne. University of Edinburgh, UK

In this speculative paper, I present the case that social media amplify the concept of audience in the professions, and how this changes the way organizations think of themselves, introducing concepts of participation, empathy, entertainment, risk and the audience function.

Evaluating Touch Screen Design for Limited Audience Engagement
Jan Derboven, Jan-Henk Annema, David Geerts. KU Leuven, Belgium
Adinda Sannen. KaHo Sint-Lieven University College, Belgium
Jeroen Stevens. Royal Zoological Society of Antwerp, Belgium

In this position paper, we outline the evaluation of an ongoing project at the Antwerp Zoo: an educational multi-touch screen installed in the ape house. Designed to offer educational information to Zoo visitors, it was important for the multi-touch screen to appeal to visitors to initiate interaction, while not being intrusive: the visitors’ main focus had to remain on the animals themselves. Therefore, a limited audience engagement was appropriate. Preliminary evaluation results indicate that while the design for limited engagement was successful, it did interfere with other design goals, such as stimulating user collaboration.

Mobile Stories: Engaging theatre audiences through interactive storytelling
Mariza Dima, University of Edinburgh

In this paper I present the conceptualization and implementation of Mobile Stories, a project about engaging a theatre audience through the art of storytelling using digital and social media. A series of activities were employed to involve audience members in a participatory interactive experience. Mobile applications were the technological means towards the end-goal, to create a short story around a specific theatrical play which was about to be staged. The project was used to investigate meaningful ways of motivating audiences and to extract insights valuable to the design for audience engagement.

Disrupting Rhythms: Breaking Passive Patterns of Audience Behavior
Dermott McMeel, Mark Harvey, Alys Longley. The University of Auckland, New Zealand

In this paper we will discuss divergence an event designed and performed at the University of Auckland that appropriates digital technology. We will use it as a test case to explore three emergent themes for challenging passive patterns of audience behavior, namely sensors, serious gaming, and social engagement.

Understanding Remote Audience Engagement Through Logged User Behaviour Analysis
Karl Monsen. Edinburgh College of Art, University of Edinburgh, UK

Remote audience engagement can be meaningfully explored through analysis of logged user behaviour. This is evidenced in the development and evaluation of a geolocative web application. Three areas of audience engagement are exemplified: intensity of interaction, content “pull” and feature exploration. Designers and researchers working with remotely situated audiences
can learn more about their audiences by adopting this approach alongside established qualitative methods.

TheatrAAL – Using Theatre-Workshops to Involve Older Adults in Research in the Field of Ambient Assisted Living
Martin Morandell, Erwin Fugger. AIT Austrian Institute of Technology, Austria

How involving older adults in research and development of ICT? How to discuss basic concepts and ideas that are not implemented yet? Theatre performances can bring those ideas alive. Within the project TheatrAAL six workshops with two groups of older adults were organized, discussing ideas of Ambient Assisted Living by involving the participants stepwise in developing new theatre-scenes. This was and is a challenge both for scientists and artists to combine their methods and develop a new methodology.

Engaging Audiences Through Social Media and Interactive Art
Leyla Nasibova. Aalto University – School of Arts, Design and Architecture, Finland

As contemporary individual gets exposed to continuously expanding flows of information, engaging her is becoming a challenging task that evokes increasing complexity of engagement mechanisms. Most of recent attention, however, is given particularly to media-based engagement, while more traditional methods are often underestimated and overlooked. This paper explores the potentials of both media and nonmedia approaches through discussing two opposite segments of the engagement spectrum: social media and interactive art. It opens by arguing the importance of engaging audiences as individuals and as communities. It continues by discussing social media engagement and interactive art engagement through examples of few global brands and two empirical studies. In conclusion, the paper compares these two approaches and suggests the significance and the potential of their interrelation.

Breakdowns in Participation: A case study in the museum
Mariana Salgado. Laurea University of Applied Sciences, Finland

This papers investigates how to overcome the breakdowns in museum exhibition participation. To investigate this, a case study where I participated as interaction designer, is presented and analysed. The case study is of a Helsinki Design Museum exhibition, in 2008. The analysis of the case study focuses on the breakdowns in participation found in the case study. The breakdowns valuable signifiers and more than mere problems. They indicate key challenges and opportunities of different strategies for engaging with the museum community.

Designing for game engagement using psychological constructs of motivation
Cathy Tran. University of California, Irvine, US

Designs for game engagement can be informed by psychological constructs of motivation. Motivation is defined as the process whereby goal-directed activity is instigated and sustained. Derived from these constructs are human-computer interaction design recommendations that aim to increase cognitive, behavioural, and affective engagement among users in the context of games.

Engaging the active crowd at sporting events
Rune Veerasawmy. Aarhus University, Denmark

Today, most technological systems at sporting events are augmenting the sport on large displays or mobile phones, by providing the individual spectator with additional information about the sport. The sporting events seems to aim at providing the spectator with the same opportunities and functionalities of watching the match at the sporting events, that the spectator would have had, if watching the match at home on their television [6]. However, during the last decade a growing interest within the HCI community has emerged to explore the more social qualities of spectator experiences at sporting events and concerts, when designing interactive technology.

Audience participation in museums: Game Design as Learning Activity
Nikoleta Yiannoutsou, Nikolaos Avouris, Christos Sintoris. University of Patras, Greece

We discuss game design as an example of museum audience participatory activity and we identify its learning dimensions. In particular, we elaborate on the role of technology in providing a scaffold that can help museum audience to construct games which can function as “public artifacts” and can be added to the museum’s assets, enhancing audience engagement and
community building. It is claimed that the emerging trend invites visitors to participate in the process of culture creation.

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