Gender differences regarding participation form in the arts receiving process. Consequences for aesthetic situation management

Abstract

Abstract Purpose From a management point of view, the digitalization of the aesthetic experience may be considered in the context of the growth or loss of the potential of artistry and creativity in response to the form of participation in arts. Because of gender differences in perception qualities, this paper aims to evaluate the influence of the participation form (in-person or delivered digitally) in the aesthetic situation by gender-differentiated receivers on artistry and creativity change. The COVID-19 pandemic created additional need for this analysis. Design/methodology/approach The quality of participation by men and women in art types (musical, performing, literary, audio-visual, visual) was assessed using the same ten criteria. Qualitative data analysis was based on an international sample (38 countries, n = 221). Findings The form of participation in the arts determines the level of participation quality in the aesthetic situation for male and female receivers differently. There are significant gender differences in participation in particular types of art and gender differences between particular forms of participation in art types. Practical implications The results should gain the interest of the following groups: 1) Art creators looking for the optimal means of distribution of artworks among gender-differentiated receivers; 2) Art managers and marketers for deeper understanding of gender-differentiated art receivers’ perspectives and their preferences about their form of participation form in the arts; 3) Art receivers to compare their opinions about how best to participate in the arts with the preferences of art receivers of a different gender. Originality/value This study is the first research to assess the quality differences in the process of receiving the aesthetic situation regarding the form of participation in the arts.