ANALYSIS OF COMMUNICATION STRATEGY FOR AUDIENCE DEVELOPMENT OF THE 2021 JAKARTA BIENNALE: ESOK WITHIN SOCIAL MEDIA INSTAGRAM

• Main Author: Ramadhansyah, Diaz
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66051
• Institution: Institut Teknologi Bandung

The interaction limitation between humans that has occurred due to the Covid-19 pandemic has made the community use their smartphone to work and school remotely, to find information, and to find pleasure. Thus community became more connected to the internet and social media. While the art exhibitions and events cannot be held physically, social media turns to be a place where the art audiences gather. The shifting audience from physical space to virtual space was exploited by the Jakarta Biennale, which was perforced to postpone their event from 2020 to 2021, by adopting a hybrid format which is physical exhibitions and virtual exhibitions. Among the 3 types of social media used by the Jakarta Biennale, Instagram was chosen as the focus platform of their communication strategy. Research questions are how the communication strategy of Jakarta Biennale 2021: Esok was carried out, and how their new audience was developed in social media Instagram. This research is limited to the Instagram content of the Jakarta Biennale between period 9 December 2021 to 21 January 2022 and the growth of new audience in this platform that occur during that time span. This study aims to produce an overview of how Instagram can be used to gain public appreciation such as Likes and Comments. The research was conducted by mix methods but the data collection used instruments: digital observation, purposive sampling interviews to the organizer and participating artists, and questionnaires to 33 visitors of Jakarta Biennale 2021: Esok. This research uses exhibition communication model from Eugene Knez and Wright, theory of Online Interaction Typology by David White & Allison Le Cornu and Aspects of Social Media Success by Lutz Finger and Soumitra Dutta, from social media perspective; and Museum’s Audience Development by Philip Kotler which define museum’s audience by their type or role. The results found that the communication strategy or the 2021 Jakarta Biennale: Esok on Instagram was conducted by planning content, using common language styles and diction, using good design, and dedicating one administrator to actively responds to the audience. Meanwhile, the growth of their new audience was supported by the dissemination of information related to the Jakarta Biennale le and other art exhibitions, and trigger further research to uncover and cultivate the potential of social media for the development of visual arts audiences in Indonesia