The Media Communication Effects Of Shanghai Contemporary Art Exhibitions Based On Case Study

This thesis is based on different types of contemporary art exhibitions and different kinds of audiences in Shanghai,to explain the audience acceptance of current network media,and the overall influence of contemporary art exhibition communication.The methods been used are quantitative analysis of network text and qualitative interviews with different kinds of audiences.On the one hand,the communication texts on network are analyzed,including communication content and data of three contemporary art exhibitions on five network platforms.On the other hand,23 art audiences were interviewed in depth in order to explore their feedback of art exhibition media communication.The main findings are as follows: 1.Different types of contemporary art exhibitions have great differences in communication effects based on different communication contents,channels and costs.The audiences of new media online-famous art exhibition have more sufficient feedback while the communication effects of academic exhibitions are weak.2.The exhibition media communication has different influences on ordinary audiences,enthusiasts and professionals,they have different cognition,emotion and attitude.3.There is still much room for the improvement of contemporary art exhibition communication,which can be further improved in communication strategy and model.Turning from mass media communication to the mode of art communication,it will get a greater value in audience interaction,art criticism and shaping public cultural space.