A Study Of Shanghai Biennale Festival’s Urban Culture Dissemination In Perspective Of Branding

This study will be targeted at one visual reproduced media, Shanghai Biennale Festival (SBF), to analyze the significance production of this kind of arts and designing exhibition in the context of urban culture. The paper will cover the themes, projects sections, activities scales and other information of all successive SBFs as well as theories of mass communication, urban culture, space production and visual communication. The position (historically and geographically) and role (humanity value with commercial profit) of SBF will be discussed under the environment of city brand building and city promoting goat via humanities and social science methodology like brand check, audience interview, text analysis and field study from SBF exhibition space.The art is getting global because of Neoliberalism. However, with China’s actual condition, SBF, featuring half-breed, is considered to cover both economic development and aesthetic function. The study finds that in terms of commercial profit, SBF benefits the city to upgrade its comprehensive competitiveness and to create the icon of excitement and popularity for "city culture’s business card" by modern arts. Also, SBF has become a vehicle or platform to spread the local image economy. In terms of public aesthetic education, SBF connects arts, capital and public relationship by its "Quasi-citizenized" space and visual strategy. The daily growing educational projects which are attached to the main theme activity have fulfilled the expectation and experience of urban aesthetics from ordinary viewers. Plus, it is found via public’s participating and viewing behavior that urban arts activities could accumulate community, cultivate the identity due to similar interests and experiences and be one of citizens’ indispensable leisure activities.