A Comparative Study of Social Effects of Traditional Live Music Performances vs. Modern Social Media Engagement of Audiences

Abstract

The comparative study explored audience engagement and social engagement among Chinese people who enjoy live music performances and listen to music on social media. Traditional live music performances have long been a cultural touchstone for society, but with the advent of the digital age, these dynamics are changing. It has the meaning of mixed method, which combines empirical analysis and theoretical framework investigation; The study had a large sample size and preferred live music performances and listening to music on social media, which were conveniently selected. One questionnaire was self-constructed of participants, which included the participants' demographic information, their preferences for life as a music platform and social media, and 25 items on audience engagement. Each genre's specific examination of audience engagement, social connection, cultural preservation, and emotional resonance is studied. The findings suggest that traditional live music promotes interpersonal connections rooted in cultural and community contexts. Instead, modern music platforms offer a wide network of virtual communities with diverse audiences. In addition, the study sought to identify the various cultural influences of these two music platforms. In addition, the study provides an insightful platform for social stakeholders, especially the Chinese government, to develop intermediate approaches to optimize audience engagement strategies and enhance cultural sustainability in a technology-oriented contemporary society.