Dance 332 Module 3Writing Assignment PDF

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Jeziel Balitao December 10, 2020 Dance 332 - Dance in History Module 3 Writing Assignment Commoditization, Consumption, Funding, and Technology in Dance The topic of dance is complex in many ways due to the various forms of themes and how it is presented and used in society. It serves as a multiplex platform that allows audiences to commodify, consume, fund, and diverge into a technological aspect of the arts. I believe that dance has influenced our world in more ways than we think. The four topics of commoditization, consumption, funding, and technology in dance showcases how the performing arts is broadcasted and used in today’s society. The reading assignment I chose from the commoditization topic of Week 12 emphasized how the show So You Think You Can Dance uses show production to create a structure that uses competition and conflict, which in turn engages the audience and allows for the opportunity to learn about dance (Weisbrod). From Week 12’s discussion board, I chose an article from Dance Magazine that discloses the skill sets necessary for dancers to thrive in the commercial industry, which includes learning different dance styles to improve versatility, developing entrepreneurial skills to brand and market themselves on media, networking with agents, and in some cases even taking courses to enhance acting techniques for the camera (Wingenroth). From the annotated bibliography discussion, my peer Rawd Diab chose to review an article that states that dance has been commoditized for the international arts market in instances where entertainment industries are aware of what kinds of dance performances tourists want to see and use these performances to lure in tourists so that they can earn financial profit (Daniel). What I have learned from these three articles is that the entertainment industry continuously commoditizes dance and relies heavily on the art to keep their business running. I find this very interesting because before

learning about commoditization in dance, I never truly understood the financial aspect and how dance has heavily influenced the entertainment business.

Rodriguez, Alberto E. So You Think You Can Dance. Contestants Jeanine Mason and Jason Glover perform at the “So You Think You Can Dance” finale held at the Kodak Theater in Hollywood on August 6, 2009. Source: https://www.gettyimages.com/detail/newsphoto/contestants-jeanine-mason-and-jason-glover-perform-at-the-news-photo/89652850? adppopup=true The next topic was consumption in dance. An individual or an audience can consume something by utilizing the good or service. This idea is no different when it comes to the world of dance. For Week 13’s reading assignment, I read an article that touched on the long history of ballet costumes and how they were influenced by fashion adaptations in society. In the 19th century, it is evident that consumers took advantage of dance fashion by purchasing lithographs of ballerinas, sylphs, bayadères, naiads, wilis, and harem girls so that they were able to admire the sight of beautiful women with perfect bodies in their homes (Chazin-Bennahum). For Week

13’s discussion board, I chose to summarize an article from Dance Magazine that featured various advertisements that use dancers and their performances to sell a product. Dance is used in the form of advertisement because it is emotionally visual and appeals to different cultures and age groups (Kelly). In that same discussion board, my peer Evelyn Wembakpete analyzed an article that suggests that marketing companies use a strategy called “the four p’s,” which stand for price, product, place, and promotion. Due to dance being a form of entertainment and communication, advertisement companies use these techniques to attract and affect consumers (Walter). It is intriguing to make the realization that dance is used as a platform to draw attention to products and allure consumers through strategic measures. Funding of the arts is also a prominent topic in the world of dance. Government funding is usually a big factor in supporting the arts. This is evident in the article I chose to read for Week 14’s reading assignment titled “Practical Imperative: German Dance, Dancers, and Nazi Politics.” The evil and violent government system of Nazi Germany led to negotiations such as The Declaration of Human Rights, which took away human rights of German citizens, including the arts and dance. The Nazi government often turned the arts into political propaganda as they saw the arts as an ideological weapon against society. Due to this, many artists and intellectuals became Nazis themselves (Kant). I have learned from this situation that the performing arts can be powerful even through a political aspect. Lastly, the final topic was technology in dance. For Week 15’s discussion board, I chose to review an article that Dance Magazine published that analyzes how augmented virtual reality and technology can alter how the world views and watches dance. Technological inventions such as the “Magic Leap” allows users to use a headset that superimposes digital media by combining recorded dance performances with real space (Skybetter). This is supported by the article I

curated for my annotated bibliography, which focuses on how many renowned universities use technology to create and promote dance. Creative design tools such as Flash, Final Cut Pro, and Photoshop allow these individuals to produce their performances in their own imaginative way (Wolfram). Technology can be useful to dancers by giving them the opportunity to create innovative sequences that will assist with job competition and funding. I have learned that as times progresses, dance continuously aligns with technology norms to keep in touch with what is current and trendy in society. I find it very helpful especially because there is a current international pandemic and using technology provides the opportunity for dancers to share content while abiding to health guidelines of social distancing. As a nursing major, I am able to appreciate that the use of technology in dance permits a safe environment for social distancing during a pandemic. Dance holds many purposes and platforms. It is interesting to see the shift of purpose in dance for dancers themselves and those who are consuming it. For performers, dance is an art that allows for expression and creativity. For consumers, dance serves as a means of entertainment that viewers are able to relish. No matter what the purpose of dance is for any individual involved, one statement remains true: the art of dance is always evolving. Dance is able to change and adapt to the demands of entertainment, which is evident in the topics of commoditization, consumption, funding, and technology.

References Chazin-Bennahum, Judith. “ Women of Faint Heart and Steal toes.” Rethinking the Sylph, edited by Lynn Garafola, 1998. Pp 121-130 Daniel, Y. P. (1996). Tourism dance performances authenticity and creativity. Annals of Tourism Research, 23(4), 780-797. https://doi.org/10.1016/0160-7383(96)00020-5. Kant, Marion. “Practical Imperative: German Dance, Dancers, and Nazi Politics.” Dance, Human Rights, and Social Justice: Dignity in Motion, edited by Naomi Jackson, Toni Shapiro-Phim, 2008. pp 5-19. Kelly, Deirdre. “These Ad Campaigns Show That Dance Sells.” Dance Magazine, Dance Magazine, 16 Sept. 2019, www.dancemagazine.com/dance-advertisement-campaign2306950917.html. Skybetter, Sydney. “Could Augmented Reality Change How We Watch Dance?” Dance Magazine, Dance Magazine, 16 July 2020, www.dancemagazine.com/augmented-realityin-dance-performance-2646314758.html?rebelltitem=8. Walter, Carla. “Dance in Advertising: The Silent Persuader.” Advertising Society Review, vol. 13 no. 3, 2012. Project MUSE muse.jhu.edu/article/491082. Weisbrod, Alexis A. “Defining Dance, Creating Commodity: The Rhetoric of So You Think You Can Dance.” The Oxford Handbook of Dance and The Popular Screen, edited by Melissa Blanco Borelli. Pp 320-334. Wingenroth, Lauren. What It Takes to Make It As A Commercial Dancer. 4 Oct. 2018, www.dancemagazine.com/how-to-be-commercial-dancer-2540850058.html.

Wolfram, Eric. "Virtual Dance." Dance Magazine, Vol. 77, No. 2, February, 2003. New York: Macfadden Communications Group, 2003. 65-68. Dance Online: Dance Studies Collection Database. Web....