Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on the Social Media Sharing Intention by Exhibition Visitors -Focused on D Museum Plastic-Fantastic and Instagram-

전시방문객의 소셜미디어 공유의도에 관한 연구 -디뮤지엄의 Plastic Fantastic과 Instagram을 중심으로-

  • Kim, Chaeeun (Dept. of Clothing Science Graduate School, Konkuk University) ;
  • Lee, Joonhan (Dept. of Clothing Science Graduate School, Konkuk University) ;
  • Kim, Sun Mee (Dept. of Textile Design, Konkuk University)
  • 김채은 (건국대학교 대학원 의류학과) ;
  • 이준한 (건국대학교 대학원 의류학과) ;
  • 김선미 (건국대학교 텍스타일디자인전공)
  • Received : 2018.04.30
  • Accepted : 2018.08.22
  • Published : 2018.09.30
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Abstract

Today, visitors of art galleries like to share their life in their communities than interacting with artwork. Meantime, image sharing of an exhibition on social media has become more important than actual watching of the artwork. Accordingly, most of the galleries have started paying more attention in organizing an exhibition environment for proof-shots to attract more visitors. We initially conducted research about the internet environment from the late 1990s to the recent years and analyzed the changing watching patterns of the exhibition since the advent of social media. Secondly, for empirical case analysis, we selected 'Plastic Fantastic' held in D-Museum as the target of analysis. The analysis targeted 500 recent postings that were discovered on Instagram on March 4, 2018, as 'Plastic-Fantastic'(in Korean). The methods of analysis included classification types of image, hashtag, and text on Instagram and were arranged in an order of relation to the exhibits. Based on the image analysis, 44.2% of the images involved exhibition displays; the others included a person or other goods. Based on the results of the text and hashtag analysis, only 3.6% of posting included information about the exhibition and 56.4% had non-related inflow hashtags only with image. The behavior of these shares is likely to gradually lose the inherent meaning of the exhibition and to the value rather than imparting the artistic thrill that viewers derive from art. Exhibition should try to seek deep interaction between the display, audience, and social media users, rather than encouraging the visitors to take proof-shots.

Keywords

References

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