An analysis of the perceptions of dance schools obtained through various channels of communication

Abstract

This dissertation is a qualitative study of the perceptions of dance schools parents have obtained through dance schools themselves, from peer communication and prior knowledge. In the first part, literature is reviewed regarding the relationship between art, dance and communication, dance education, group processes and perception and finally attitudes and communication. The next chapter examines the methodology used in the research: interviews with dance school principals and focus groups with parents who send their children to the schools. The analysis of these provides an insight into the marketing strategies undertaken by dance schools and the various views held by parents who are active members in the dance industry, indicating that the best marketing methods for dance schools were the proliferation of television advertising or the giving of live performances. This dissertation also confirms that dance schools are perceived to be a positive influence on all involved and provide gains for the participants that transcended dance itself.