An Analysis of Instagram’s Dialogical Communication Building Potential in Turkish Theater Institutions

The advances in social media applications have changed the way we communicate, interact, share and conduct our relationships. In our “web society”, generating dialogical communication is becoming more and more important. The web 2.0 is enabling organizations to engage in dialogue with their audience, thus transforming their communication into a more interactive manner. The effects of this transformation is also witnessed in the way theater institutions are communicating with their publics. Due to the dialogic communication fostered by web 2.0 tools, the relationship between theaters and their audience is becoming more interactive, intersubjective and collaborative. The aim of this article is to assess the level of dialogic communication developed by theaters on the internet, by analyzing the use of Instagram and Instagram stories of seven theatres from public and private sector in Turkey. Taking Kent and Taylor’s dialogical principles as its assessment criteria, the article aims to shed a light on how Instagram is to be used dialogically by theater institutions to foster a strong level of communication and thus fulfill their goal of enlightening the society