As the pandemic presses on, building stronger online communities can help arts organizations serve the immediate needs of all audience members now and increase access to art and community for audience members who prefer to participate from home in the future. Though no virtual platform can perfectly replace the organic community built by in-person interaction, virtual third places might create something similarly joyful and uniquely accessible to connect arts communities in times of pandemic-driven social isolation and beyond.
Third Place Theory and Virtual Platforms: How Arts Organizations Might Build Community Online
Arts organizations play important roles in their communities beyond providing access to art itself. Arts organizations are also valued venues for human connection. In LaPlaca Cohen’s Culture Track 2017, 68% of respondents indicated “interacting with others” as a draw for cultural participation, and about half of respondents in LaPlaca Cohen’s 2020 study, Culture and Community in a Time of Crisis, revealed desires for cultural organizations to communities “stay connected” during this time. These data points demonstrate that audiences look to arts organizations to not only foster connections through art, but also nurture communities beyond the art. One way to do this is by creating virtual third places. While arts organizations are unlikely to build entire VR-based worlds for their patrons, arts administrators might consider how to adapt existing platforms to help reproduce some if not all of the socially-leveling, conversation-focused environments they’ve worked to cultivate in their physical spaces.