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Title an Audience Study on PMQ As a Creative Site in the Local Community View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by HKU Scholars Hub An audience study on PMQ as a creative site in the local Title community Author(s) Lam, Chui-yan, Tracy Lam, C. T.. (2015). An audience study on PMQ as a creative site Citation in the local community. (Thesis). University of Hong Kong, Pokfulam, Hong Kong SAR. Issued Date 2015 URL http://hdl.handle.net/10722/223418 The author retains all proprietary rights, (such as patent rights) and the right to use in future works.; This work is licensed under Rights a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. The University of Hong Kong Department of Sociology Assignment / Essay Cover Sheet1 Programme Title: Master of Social Sciences in Media, Culture and Creative Cities – MSocSc(MCCC) Title of Course: Capstone Project Course Code: SOCI 8030 Title of Assignment / Essay: An Audience Study on PMQ as a Creative Site in the Local Community Student Name: LAM Chui Yan Tracy Student Number: 2007097088 Year of Study: 2015 (Year 2) Word Count: 13,443 Date of Submission: 01.08.2015 Plagiarism Plagiarism is the presentation of work which has been copied in whole or in part from another person’s work, or from any other source such as the Internet, published books or periodicals without due acknowledgement given in the text. Where there are reasonable grounds for believing that cheating has occurred, the action that may be taken when plagiarism is detected is for the staff member not to mark the item of work and to report or refer the matter to the Department. This may result in work being disallowed and given a fail grade or if the circumstances warrant, the matter may be referred for investigation and disciplinary action. Student’s Statement: I have read and understood the information provided on the assignment cover sheet relating to plagiarism and therefore declare that the attached work is entirely my own, except where work quoted is duly acknowledged in the text, and that this work has not been submitted for assessment in any other unit or course. Signature: Tracy Lam Date: 1 Aug 2015 1 It is essential that all the following sections be completed. For group assignments each student must attach his or her own signed cover sheet to the assignment. SOCI8030 Capstone Project (PMQ) Lam Chui Yan Tracy “An Audience Study on PMQ as a Creative Site in the Local Community“- Final Report 2007097088 An Audience Study on PMQ as a Creative Site in the Local Community Lam Chui Yan Tracy UID: 2007097088 Department of Sociology, The University of Hong Kong Final Report for Capstone Project submitted for the Degree of Master of Social Science (Media, Culture and Creative Cities) 2013-2015 ABSTRACT Creative city and place branding has been the trending notions in the discourse of a city in recent decades. Riding on these notions, different creative sites, which blend historical heritage and culture and arts in a milieu, are developed in the local community of cities. To make sense of these creative sites, and to evaluate its impact to the local community as well as to further improve the site in favor of establishing a creative city, audience profile is deemed important to cultural venues as such. In light of such, this paper features a research study on the audience of cultural venues. Deploying both quantitative and qualitative approach, this research study attempts to identify the cultural audience segments emerged at the Former Police Married Quarters (PMQ) as a creative site located in the upper Central launched a year ago in Hong Kong. Consumer culture and the notion of consumption is always a culturally proximate identity to people in the local community of Hong Kong. Specifically, cultural consumption and lifestyle consumption emerges as two major realms of consumption regimes identified in the modern society. This audience segmentation is hence, further analyzed and discussed with regards to the consumption identities of the audience, as well as the complex yet insightful roles of audience played under the framework of James G. Webster’s (1998) analysis on audience. A brief comparison of PMQ and the Jockey Club Creative Arts Center (JCCAC) appears at the latter part of the study, whereby the significance of audience profile to cultural venues shall be discussed and highlighted. Keyword(s): audience segmentation, audience typologies, creative sites, creative city, creative milieu, cultural audience, cultural consumption, audience paradigm 1 SOCI8030 Capstone Project (PMQ) Lam Chui Yan Tracy “An Audience Study on PMQ as a Creative Site in the Local Community“- Final Report 2007097088 ACKNOWLEDGEMENT First and foremost, I wish to express my gratitude to my project supervisor, Dr. Gary Wong with his insightful guidance, productive comments and genuine support during my period of study. Without his mentorship and advice, this research study would not have been completed successfully. My thanks also goes to Department of Sociology at The University of Hong Kong, and especially to Dr. Ng Chun Hung, who had basically found and nurtured the birth of this Capstone Project of our Master Programme on Media, Culture and Creative Cities. His immense effort in planning and connecting with our community partners are much appreciated. I must further express my deepest gratitude to my community partner of this project, PMQ Management Co. Ltd (PMQ). My special thanks goes to Mr. Victor Tsang, Executive Director of PMQ. I am especially grateful to Mr. Tsang’s valuable time for the rounds of stimulating discussions given his hectic daily schedule. Thanks should also go to the PMQ management team in providing necessary data, as well as their permission for conducting surveys and interviews at their glamorous creative site. Last but not least, I must express my thanks to all the respondents, especially the 10 respondents of my qualitative interviews, who generously share with me their personal life and thoughts. Your contributions in this research project have all been so meaningful and insightful, which enriches both my report and also my horizon in the media and cultural regime at this creative city. And at the very last note – MCCC-ers (I am not going to miss you guys!) – I am thankful to my fellow classmates and all lecturers. All of you have been such a great source of inspirations throughout my study throughout these 2 years of study course. 2 SOCI8030 Capstone Project (PMQ) Lam Chui Yan Tracy “An Audience Study on PMQ as a Creative Site in the Local Community“- Final Report 2007097088 Contents An Audience Study on PMQ as a Creative Site in the Local Community ABSTRACT ......................................................................................................... 1 ACKNOWLEDGEMENT ...................................................................................... 2 1 INTRODUCTION .......................................................................................... 5 2 LITERATURE REVIEW ................................................................................ 9 2.1 Conceptual understanding on Creative City .................................. 9 2.1.1 Creative Milieu.................................................................................... 9 2.1.2 Place Branding ................................................................................. 10 2.2 Studying and Analyzing Cultural Audience .................................. 11 2.2.1 Audience as mass ............................................................................ 12 2.2.2 Audience as outcome ....................................................................... 13 2.2.3 Audience as agent ............................................................................ 14 2.3 Cultural Proximity and Audience Behavior .................................. 15 2.4 Consumption Culture in Hong Kong ............................................. 16 3 METHODOLOGY ....................................................................................... 18 3.1 Research Approach........................................................................ 18 3.1.1 Quantitative Approach ...................................................................... 19 3.1.2 Qualitative Approach ........................................................................ 19 3.2 Sampling & Data Collection Procedure ........................................ 20 3.2.1 Online & On-site Quantitative Surveys ............................................. 20 3.2.2 In-depth Qualitative interviews .......................................................... 22 3.3 Data Preparation and Analysis ...................................................... 24 3 SOCI8030 Capstone Project (PMQ) Lam Chui Yan Tracy “An Audience Study on PMQ as a Creative Site in the Local Community“- Final Report 2007097088 4 FINDINGS ................................................................................................... 26 4.1 Who are the audience of PMQ? – Demographic distributions .... 26 4.2 Audiences’ key motivators and barriers towards PMQ ............... 30 4.2.1 Key Motivators.................................................................................. 32 4.2.1.1 PMQ as cultural consumption ........................................................... 33 4.2.1.2 PMQ as lifestyle consumption .......................................................... 35 4.2.2 Key Barrier / Criticism ....................................................................... 39 4.2.2.1 PMQ as a commercialized
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