SOCIAL MEDIA AND AUDIENCE DEVELOPMENT IN ART MUSEUM CASE STUDY: NATIONAL GALLERY OF INDONESIA

• Main Author: LESTARI SUSETIO (NIM: 27014002), AVIANDARI
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/25942
• Institution: Institut Teknologi Bandung

As an important tool in the great information age, social media also had an impact on the art world. With a two-way communication pattern, social media creates a seemingly more democratic art world, being part of popular culture. The pattern of communication in the art world had also changed, including between art museums and its audiences. Art museums are now required to adapt by restructuring their organization and employ new strategies in their audience development programs, especially those related to official communication regulation. <br /> <br /> The National Gallery of Indonesia (GNI) is one of the national art museums that experienced such a problem. The audience development program in the GNI is still at an early stage. And now GNI is required to be more able to integrate it with the utilization of social media. This study analyzes social media and audience development in the GNI through two case studies, namely its flagship exhibition program Manifesto (2008-2016) and SEA + Triennale (2013,2016), through Facebook and Instagram platform. In addition, this study also review a case of Arahmaiani’s video performance work at the SEA + Triennale 2016 that happened on Facebook platform. Using theories of art world, mass communication and museology, this research aims at describing the implementation of audience development conducted by GNI, especially related to social media. <br /> <br /> This research concludes that the under-developed policy of organizational structure and communication strategy has caused a big challenge for the GNI in designing and running its audience development program. In addition to adequate media literacy, organizational restructuring and specialized staff recruitment are necessary to maximize the potential use of social media in the development of the GNI audiences. Looking at the case of Arahmaiani debate that happened on the Facebook platform, it is concluded that the art world is undergoing a reposition due to social media.