- 1 Literature review
Various research studies have emphasized that usage of modern media to promote art fair is a significant part of artistic planning activities. This important point is clearly illustrated by Yue Zhang (2017), who wrote:
The media and art exhibitions have always been closely combined to form an important model for the market operation of the whole art exhibition. Planning need to be ready before the exhibition. For example, media campaigns, press release arise public attention in the process of art exhibition, and media workers report and publish related issues of it, in order to achieve a strong art propaganda effect.
In the era of modern media, the planner must be able to effectively select the media, grasp the characteristics of the media, choose the appropriate operation method, and carry out propaganda activities in accordance with the characteristics and audience level of the exhibition. An excellent summary of the interdependent relationship between art exhibitions and media propaganda is offered by Yao Cheng (2013) : Art works are the inner core, modern media are external propaganda. Therefore, an art fair is a platform for artistic works to use the media to reach the society. Specific propaganda to the art exhibition is indispensable.
As one of the leading interactive media content generators and as well the most-visited websites of the world, Twitter, with more than 319 million monthly active users from different countries, has served as a great platform for not only the exhibitors to enhance popularity of their art works, but also for the art show itself to gain larger visibility during the preparatory time.
2.2 Research questions
- Who are the opinion leaders/top users and for what purpose they were talking about ArtBasel on Twitter ?
- What did people discuss about ArtBasel mostly on Twitter?
- How did ArtBasel promote itself on Twitter?
BOUNDJOY 