Digital communications in the field of opera: audience dynamics and problems of perception

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Any area and industry faces the problem of adapting their communication strategies to the dynamically transforming requirements and perceptions of the audience. In a highly competitive cultural environment, theaters and concert venues are increasingly aware of the need to attract new users, primarily through digital channels. To develop an effective communications strategy and to improve the economic viability of theaters, it is critical to assess how consumers respond to new technologies in the context of traditional genres. The article analyzes the perception of cultural products and provides an overview of digital tools in the opera industry. For this purpose, an empirical study was conducted using an online survey of Russian respondents on the platform of an opera-thematic group on VKontakte social network. The authors analyzed audience opinions on the positive impact of digital technologies on opera, their presence on the platforms of opera institutions and on social networks, as well as the possibility of digital formats replacing live theatrical experiences. The obtained results indicate that the implementation of digital tools is becoming lively important to hold the audience, but should be carefully thought out to retain the authenticity of the art of opera.