The Multitude, the Catalyst, and the Cultural Lab: Museums and Social Innovation


Online to Offline──An Imagination of Visiting Exhibitions by ways of Virtual and Real Integration






The Internet and digital platforms have overcome the limitations of time and space and enabled people to effectively communicate anytime and anywhere. Social media is a platform for information exchange that enables people to engage with those with similar interests and hobbies. The same characteristic of social media that enables people to participate in discussions concerning their topics of interest has also profoundly affected the art field with respect to the forms of artistic creation, curatorial techniques, and people's experience of exhibitions. This study explored whether the curators of art venues could proactively use the Internet and social media to motivate potential visitors to visit exhibitions. The first part of this article introduces the effects of social media on art curating and exhibitions, examines the development of the Internet to understand the historical context of social media, and investigates the meaning of social media art. Then, this article presents findings from an investigation of two models of participation, mass curating and taking selfies at art venues, that are based on the two types of O2O (online to offline, offline to online). This study aimed to explore the effects that visiting an exhibition in which virtual and real features were integrated in the art venue and where the Internet was constantly accessible had on an audience. Finally, premised upon the concept of immateriality, the article concludes that engaging the public through social media has become a necessary element of the work of curating teams. The open participation of the audience that enables O2O integration and interaction will be an essential component of future art exhibitions.


Participatory Exhibitions, O2O, Selfie, Social Media