Month: November 2022

Based on the feedback from the participants on the Instagram page, I created a scale to further track the 26 respondents who participated in the polling campaign in order to give a more direct indication of how influenced they were by the video and the poster.

Below are the questions and responses:

1. How often do you take pictures with artworks at exhibitions?

2. Which one on the Insta page do you think is more effective in raising your awareness to preserve the exhibition spaces?

3. From previous question, to what extent does this make you reflect on and influence your future viewing behavior?

Also, I have recreated the chart which will help to analyse the survey results more clearly:

A total of 26 subjects were surveyed using the 5-point Likert Scale on how often they took photos with the exhibits in the art gallery. According to the survey, the average frequency was around 3.6, showing the general tendency of the subjects likes to take photos in museums.

According to the survey results, 73.1% of the respondents felt that the video was more effective than the poster (26.9%) in raising their awareness to preserve the art spaces. This corresponds to the fact that 19 people chose the video and 7 chose the poster when voting on the Instagram page.

I separated out those who chose the film and those who chose the poster to analyze them respectively on a seven-point scale about the extent of their reflections and the influences of their future behaviour. Subjects who chose the video considered their average level of being impacted to be 5, while those who chose the poster were 2.7.

It shows that the impact of the video and the reflection it stimulates is much higher than the poster. Therefore, to raise the awareness of art spectators, I suggest a promotional video format which will have a wider and more effective impact.

As for static media such as posters, it is like reading a static book, which provides a deeper understanding (based on the feedback from the previous posters), but is less likely to attract attention and acceptance.

In conclusion, if the museum wants to reach out to visitors more effectively and efficiently, it is recommended to use a promotional video. However, if the appeal is to convey a deeper concept, the poster format will be a better choice.

After the proposal, I created a video and a poster and posted them on the social platform page for my project. This communication space is based on an Instagram platform, created for art visitors to come in and explore together to improve contemporary art exhibition viewing spaces.

In addition, there are a number of articles on the platform that convey my personal thoughts about viewing behaviour in art exhibitions.

The main objective of the intervention was to look at two forms of concept promotion – Posters and Videos – to see which was more popular and acceptable to the public.

Videos and posters are both shared with stakeholders who enjoy taking photos and visiting the exhibition regularly, allowing them to choose one favourite to press “like” and comment freely (not compulsory).

So far the poster has received only 7 likes out of over 100 followers, but 2 insightful comments. Posters as a static medium are a great way to take time to reflect.

Below is the feedback for the video:

So far the film has received a total of 142 views, 19 likes and 10 reviews. Most of the reviews say they like the film and compliment it. With a total duration of 36 seconds, the film is a short video that allows people to understand the concept without spending too much time on visual pleasures.

In addition, there are two stakeholders said they liked the concept of the video and shared it on their own social media. The video is becoming more and more accessible and the number of views continues to grow.

In conclusion, it was clear that the video was more popular with stakeholders than the poster. The positive feedback from audiences means that the video is more acceptable and appealing to the public.

A high level of audience response to a film means that it is more acceptable and appealing to the public. However, acceptance by the public has not directly demonstrated that it will raise their awareness or change their viewing habits. Therefore, further tracking is needed.

The concept of the poster is to present it in a cinematic style to draw attention to the imagination that while the people are busy taking pictures in front of the work, they see a blank canvas with nothing on it, while other visitors see the work blocked from view and the people rushing around. A capitalized Reflect reminds those who are often photographed with the work to reflect on their own behaviour, with a text underneath describing a real, concrete situation in contemporary viewing.

I made a promotional video intend to raise the awareness of visitors who like to take photos in the museum. The concept of the promotional video is to showcase the different ways of seeing the exhibition through several clips. Asking the question “There are many ways to visit the exhibition, which one will you choose?” gives a voice to visitors who are disturbed by the photo-taking phenomenon and allows those who take photographs to reflect on their viewing approach to the exhibition.

I received feedback for the proposal from Tate Modern & Tate Britain Visitor Communication Team. 

It is clear that the museum has no objection to taking photographs while viewing the exhibition. While they can understand the frustration and inconvenience of other visitors, it cannot be ruled out that people sharing their photographs on social media platforms can have many benefits and bring more visitors to the exhibition. Although the museum does not intend to adopt this proposal, perhaps because there is no demand for it, or it is not a practical approach. But at least after this exchange of views, I understand the true thinking of the museum.

I personally know that it is impossible to satisfy the interests of all in our society, let alone sacrifice the inconvenience of the many in order to defend the rights of the few. Obviously, in the museum’s view, the benefits of viewing and photographing outweigh the benefits of preserving each visitor’s experience. However, based on previous primary and secondary research, it is undeniable that this behaviour does cause distress to some spectators, so I believe that there is a need to improve the situation, but this is too strong and direct a proposal, and I will continue to use my previous research to improve it in a different medium.