Artistic creativity, digital technologies and theatrical sustainability: Integrating new media in theatre practice

Arts and technology have continually been inter-related. Artistic expressions have been facilitated by technological innovations that enable artists either to adapt technologies meant for other purposes, or to invent them as a way to foster the creative process. The evolution of digital technologies in the knowledge era has had a huge impact on the theatre profession, in which digital transformation has influenced the ways theatrical contents are created, presented, distributed and circulated to audiences. This article examines technological advances of the digital era and their impact on the performing arts/the theatre. Relying on the Technology Acceptance Model (TAM), this study argues that new technologies and media enable the creation of new forms of arts that stimulate radical changes in the distribution channels of cultural and creative products (CCPs) based on their digitalisation and dematerialisation. The study finds that digitalisation provides creative artists with new tools and means of artistic expression. Indeed, digitalisation enhances and inspires not only the creation of new art forms but also the presentation of traditional arts by enabling multimedia experiences and interactivity. The paper recommends that, given the reality of globalisation and its concomitant emergence of virtual communities, theatrical performances must adopt new media tools in terms of content creation, exhibition and distribution, to remain functional.