This study aims to show how a museum exhibition designed to encourage visitors to take pictures can affect visitors’ behavior. We analyzed visitors’ engagement with the Yumi's Cell Special Exhibition (hereafter Yumi) held in South Korea, employing computer vision for the analysis of visitors’ Instagram pictures. Our research questions are: What types of pictures do visitors post on Instagram during or after their visit? And can Yumi’s instagrammable features make visitors interact more with the exhibition? We also formulated two corresponding hypotheses: Visitors are primarily interested in taking selfies in the instagrammable environment; and visitors struck more active poses when taking pictures in an instagrammable exhibition than in a traditional art exhibition. Through the image analysis of Instagram posts of the exhibition, we found many pictures of people, but the proportion of selfies was relatively limited. This suggests that visitors were more interested in interacting with the exhibition rather than taking selfies. This has also been confirmed by the pose analysis, which showed that the participatory feature of the exhibition encouraged visitors to take photos in active poses, interacting, mimicking, and performing. The framework presented and the findings offer insights about how to design exhibitions to increase visitors’ participation.

This paper presents the remediation of a nineteenth century Korean manuscript (the 1809 Uigwe) as an interactive digital experience using creative algorithms and gesture recognition developed by LG Electronics. The interactive media project we created using sound visualization invites visitors to jointly experience Joseon’s royal music and the manuscript’s pictorial illustrations. We present the media development process and the results of a survey assessing users’ engagement. Our findings show that technological remediation can be a fruitful way to elicit interest for cultural heritage. The Uigwe media project enhanced the participants’ curiosity for the 1809 Uigwe, and the added sound of the traditional court music (Yeominlak) and the images of the musical instruments increased users’ understanding of the 1809 Uigwe and of royal court music. Overall, the study provides evidence about the use of multisensory digital media for fostering learning about and cultural appreciation of historical artefacts.

This study aims to show how a museum exhibition designed to encourage visitors to take pictures can affect visitors’ behavior. We analyzed visitors’ engagement with the Yumi's Cell Special Exhibition (hereafter Yumi) held in South Korea, employing computer vision for the analysis of visitors’ Instagram pictures. Our research questions are: What types of pictures do visitors post on Instagram during or after their visit? And can Yumi’s instagrammable features make visitors interact more with the exhibition? We also formulated two corresponding hypotheses: Visitors are primarily interested in taking selfies in the instagrammable environment; and visitors struck more active poses when taking pictures in an instagrammable exhibition than in a traditional art exhibition. Through the image analysis of Instagram posts of the exhibition, we found many pictures of people, but the proportion of selfies was relatively limited. This suggests that visitors were more interested in interacting with the exhibition rather than taking selfies. This has also been confirmed by the pose analysis, which showed that the participatory feature of the exhibition encouraged visitors to take photos in active poses, interacting, mimicking, and performing. The framework presented and the findings offer insights about how to design exhibitions to increase visitors’ participation.

This paper presents the remediation of a nineteenth century Korean manuscript (the 1809 Uigwe) as an interactive digital experience using creative algorithms and gesture recognition developed by LG Electronics. The interactive media project we created using sound visualization invites visitors to jointly experience Joseon’s royal music and the manuscript’s pictorial illustrations. We present the media development process and the results of a survey assessing users’ engagement. Our findings show that technological remediation can be a fruitful way to elicit interest for cultural heritage. The Uigwe media project enhanced the participants’ curiosity for the 1809 Uigwe, and the added sound of the traditional court music (Yeominlak) and the images of the musical instruments increased users’ understanding of the 1809 Uigwe and of royal court music. Overall, the study provides evidence about the use of multisensory digital media for fostering learning about and cultural appreciation of historical artefacts.

본 연구는 예술경영과 공학의 융합연구로서, 인스타그램 게시물의 텍스트에 대한 토픽 모델링과 이미지 분석을 통해《활옷 만개滿開, 조선 왕실 여성 혼례복》의 관람 경험을 실증적으로 접근했다. 인스타그램에서 수집한 게시글 텍스트에 TF-IDF 토픽 모델링과 LDA 토픽 모델링을 적용한 결과, 전시 제목, 주제, 장소와 같은 객관적 정보와 함께, 활옷의 복원 및 제작 과정에 관한 스토리텔링, 전시 연출 요소, 그리고 감탄·아름다움 등의 긍정적 감정 표현이 도출되었다. 또한 LDA 분석 결과를 통해 관람객이 활옷의 문화적 가치와 보존 중요성에 주목했음이 확인되었다. 한편 구글 클라우드 비전 API와 Word2Vec가 활용된 이미지 분석의 경우, 39,335개의 라벨이 추출되었고, 라벨은 11개의 주제 그룹으로 분류되었다. 이 중 Fashion 그룹이 상위 라벨 빈도를 점유했으며, 전체 데이터셋에서는 Exhibition 그룹의 비중이 가장 중요하게 나타났다.

본 연구는 품질–가치–충성도 연쇄 모형을 기반으로, 예술과 공학이 융합된 AI 및 데이터 기반의 몰입형 미디어 전시 《지구의 메아리: 살아있는 기록 보관소》에 대한 관람 경험을 실증적으로 분석했다. 주요 변인을 중심으로 설정된 가설 검증 결과, 전시에 대한 관심 수준은 전시만족도와 유의미한 양(+)의 상관관계를 보인 반면, 인지된 가치의 세부 요인들은 전시만족도에 유의한 영향을 미치지 않았다. 인지된 전시 품질의 세부 요인, 전시몰입도, 전시에 대한 지속적 이용 의사는 모두 전시만족도와 양(+)의 상관관계를 나타낸 반면, 전시난이도와 전시피로도는 전시만족도에 부정적 영향력으로 작용했다.