Exploring roles in digital co-creation. The case of Twittertheater

The COVID-19 pandemic significantly impacted the performing arts, leading to innovative digital practices. This paper explores seven virtual theatre events using Twitter (X) conducted by Burgtheater Vienna during the pandemic. Utilising co-creation and enactment theories, the study combines network and thematic analyses to examine the roles and interactions within these events. The findings reveal five distinct roles: facilitators, multipliers, narrative instigators, core engagers, and sporadic engagers. These roles, rooted in traditional theatre practices, contributed to the co-creative process, each in specific ways. The study concludes that digital co-creation can mirror physical theatre dynamics, providing structure in an otherwise open digital space. This research offers practical implications for cultural managers and highlights the potential for long-term digital transformations in the performing arts.