| Summary: | 碩士 === 東海大學 === 美術學系 === 99 === In recent years, the museums of fine art in Taiwan tend to hold the exhibition related with popular culture. These kinds of exhibitions always catch people’s attention and bring a lot of visitors to the museums. This current study’s purpose is to realize the relationship between these popular related exhibitions and the visitors. The questions were: Who are the visitors and what are their motive? Why they select this exhibition? How are their visiting experiences? What are their perspectives on these kinds of exhibitions? What are the meanings for them to come over visiting these exhibitions? The instrumental tools in this current study are questionnaires and thorough interview. We got 266 effective questionnaires and picked 10 visitors through them, then undergoing the thorough interview. Besides, we also interview two art critics and one art observer.
The results of the statistical analyses indicate these conclusions: most visitors are female, age 19~24. Over 80% visitors had their education above university and graduated school. Most of their educational backgrounds are art or design related subjects. We also found that different visitors in different social background have diversity cognition of these exhibitions. Besides, these exhibitions indeed attract new visitors go into the museums. It proves that these exhibitions can raise visitors’ desire for attending exhibition. The attractive factors can be attributed to these kinds of exhibitions are easy to catch for visitors, and visitors feel relaxed while visiting, and they can feel resonance by getting involved. Therefore, we can categorize these exhibitions into entertainment exhibitions-primary intention is providing leisure and enjoyment. In addition, we can organize visitors into five genres: the consumers who interact with art positively; the consumers who take art as decoration of daily life; the popular trend chasers; the consumers with culture good intentions; the consumers who try to define themselves from esthetic society.
Moreover, over 75% of the visitors regard this kind of exhibition as a means of
marketing for art museums. Part of the visitors think they could know more about exhibitions of other genres, or through visiting these kinds of exhibitions, visitors may learn how to appreciate art. Yet nevertheless, over half percentage of the visitors hold a rather cautious belief that art museums should never forget their essential and important responsibility for the dedication to art education.
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