Edutainment - UK - March 2009
The blending of learning and educational experiences with leisure is a technique that has been gathering pace within this sector for some years. It is a highly valuable concept which allows educational and entertainment providers to increase their perceived worth in the eyes of the consumer, based on their preference for either attribute.
A double-edged phenomena, this trend seeks to cater for the tastes and needs of a consumer base that is interested in self-development and learning. However, the actual effects of edutainment and its ability to include everyone, appears to be diminishing consumers’ ability to learn without the use of some kind of entertainment attached to the learning experience.
This report examines the hypothesis: “do consumers really want to learn in their leisure time?”
Is ‘edutainment’ a fad marketing concept or worth long-term investment?
To what extent do consumers want to be educated during their leisure activities, and how much value do consumers attach to learning in leisure?
Has edutainment boomed on the back of a knowledge-oriented society, or is edutainment being used to bridge the shortfall in consumer interest in culture, art and history?
In trying to broaden consumer participation in cultural venues, do operators run the risk of alienating the core user base?
Does the relative absence of young consumers from educational leisure reflect a generation of consumers who have been removed from cultural importance through the mass marketing of television edutainment? Or is this simply the way it has always been?
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