융합적 관점에서의 접근한 뮤지엄 인스타그램 해시태그 분석에 대한 연구 : 루브르박물관과 퐁피두센터를 중심으로

초록

This study reflects the current trend of the influence of social media on museum. The aim of this study is to shed light on the value and usefulness of hashtags of museum instagrams as potential marketing tools and a reference frameworks for inferring visitors experiences. As a convergence research, this study performs literature research and big data analysis, and the hashtag analyses of Instagrams generated by the users of the Louvre and Pompidou Center are included in the scope of research. The results of the study and implications are as follows: First, the ratio of hashtags with informative types is relatively high in both museums. Second, the ratio of local information and exhibition places in hashtag was quite high in the case of the Louvre. On the other hand, that of general art and genre of art is high for the Pompidou Center. Third, the high proportion of informative hashtags for places and regions means that the visitors curate and form a relationship with the experience and memory of a physical exhibition place as a means of self-expression. Through this study, the potential for sharing and spreading visual images of museum instagram, curation and user interaction is verified, and we expect that the convergence approach to museum social media will be activated based on this study.

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