Purpose - This case study aims to understand to what extent the visitors’ experience during immersive art exhibitions influences their connection to art as well as to what extent the persuasive technology used in the immersive art exhibitions is ethical and can be used for the educational purpose. Theoretical framework - Theory of Embodiment (Joy and Sherry, 2003), Experience Economy (Pine and Gilmore, 1999), Flow Theory (Csikszentmihalyi, 1990), and Ethics of Persuasive Technology (Fogg, 2003). Design/methodology/approach - A qualitative study has been chosen. In-depth interviews with the visitors and the staff of Atelier des Lumières were conducted. In addition, an expert in the research field was interviewed and participative observations of the authors were carried out. 27 narratives lead through data collection and analysis of different types of experiences. Findings - Immersive art exhibitions at Atelier des Lumières lead to a connection through expressive authenticity with an overall better understanding of the immersive art. Nevertheless, there is no educational factor when visiting Atelier des Lumières and the nominal authenticity is missing so that the visitors can be fully connected to the artworks. What is more, the use of music in the background may lead to biased interpretation of the artwork partly questioning the ethics of the persuasive technology used in the immersive art exhibitions. Research limitations - Results can be biased since the sample is not representative enough of the population at large. Future research should include a broader range of the population and more experts’ points of view to have a better overview of the proposed mediation. Practical implications - An immersive art exhibition such as one presented in the Atelier des Lumières has the potential to become a good and ethical mediation tool between the visitors and classical museums, provided that some improvements are done in the educational aspect of the experience. Originality/value - A good incentive for classical museums and immersive art exhibitions to combine the added values they propose to their visitors so that the global problem of the decrease in museum visits, provoked by rapid digitalization, can be reduced. Keywords - experience, immersive art exhibition, emotions, authenticity, connection to art, musical experience, art mediation, persuasive technology, ethics of persuasive technology Paper type - Master Thesis
Obiettivo – Questo caso di studio mira a comprendere fino a che punto l'esperienza dei visitatori durante le mostre d'arte immersive influenzi il loro legame con l'arte, nonché in che misura la tecnologia persuasiva utilizzata nelle mostre d'arte immersive sia etica e possa essere utilizzata a fini formativi. Quadro teorico – Theory of Embodiment [Teoria dell’incarnazione] di Joy e Sherry (2003), Experience Economy [Economia dell’esperienza] di Pine e Gilmore (1999), Flow Theory [Teoria del flusso] di Csikszentmihalyi (1990) ed Ethics of Persuasive Technology [Etica della tecnologia persuasiva] di Fogg (2003). Progetto / metodologia / approccio – È stato scelto un metodo della ricerca qualitativa. Sono state condotte interviste approfondite con i visitatori e il personale dell'Atelier des Lumières. Inoltre, è stato intervistato un esperto nel campo della ricerca nonché sono state effettuate osservazioni partecipative da parte degli autori. 27 narrazioni guidano attraverso la raccolta e l'analisi dei dati relativi a diversi tipi di esperienze. Risultati – Le mostre d'arte immersive dell'Atelier des Lumières portano a una connessione attraverso autenticità espressiva con una comprensione generale migliore dell'arte immersiva. Tuttavia, manca un elemento formativo durante una visita all'Atelier des Lumières e manca l'autenticità nominale in modo che i visitatori possano essere completamente collegati alle opere d'arte. Inoltre, l'uso della musica in sottofondo può portare a un'interpretazione distorta delle opere d'arte, mettendo in parte in discussione l'etica della tecnologia persuasiva utilizzata nelle mostre d'arte immersive. Limiti della ricerca – I risultati possono essere sbilanciati poiché il campione non è sufficientemente rappresentativo della popolazione generale. Le future ricerche dovrebbero includere una gamma più ampia della popolazione e un maggior numero di punti di vista degli esperti per avere una panoramica più completa della mediazione proposta. Implicazioni pratiche – Una mostra d'arte immersiva come quella presentata all'Atelier des Lumières ha il potenziale per diventare uno strumento di mediazione valido ed etico tra i visitatori e i musei tradizionali a condizione che vengano apportati alcuni miglioramenti nell'aspetto formativo dell'esperienza. Originalità / valore – Un ottimo incentivo per i musei tradizionali e le mostre d'arte immersive per unire i valori aggiunti che propongono ai visitatori in modo che il problema globale della diminuzione delle visite ai musei, causato dalla rapida digitalizzazione, possa essere diminuito. Parole chiave – esperienza, mostra d'arte immersiva, emozioni, autenticità, legami con l'arte, esperienza musicale, mediazione artistica, tecnologia persuasiva, etica della tecnologia persuasiva Tipo di documento – laurea magistrale
Reshaping museum experience, ethics of persuasive technology used during immersive art exhibitions.
DYBKOWSKA, JOLANTA
2022/2023
Abstract
Purpose - This case study aims to understand to what extent the visitors’ experience during immersive art exhibitions influences their connection to art as well as to what extent the persuasive technology used in the immersive art exhibitions is ethical and can be used for the educational purpose. Theoretical framework - Theory of Embodiment (Joy and Sherry, 2003), Experience Economy (Pine and Gilmore, 1999), Flow Theory (Csikszentmihalyi, 1990), and Ethics of Persuasive Technology (Fogg, 2003). Design/methodology/approach - A qualitative study has been chosen. In-depth interviews with the visitors and the staff of Atelier des Lumières were conducted. In addition, an expert in the research field was interviewed and participative observations of the authors were carried out. 27 narratives lead through data collection and analysis of different types of experiences. Findings - Immersive art exhibitions at Atelier des Lumières lead to a connection through expressive authenticity with an overall better understanding of the immersive art. Nevertheless, there is no educational factor when visiting Atelier des Lumières and the nominal authenticity is missing so that the visitors can be fully connected to the artworks. What is more, the use of music in the background may lead to biased interpretation of the artwork partly questioning the ethics of the persuasive technology used in the immersive art exhibitions. Research limitations - Results can be biased since the sample is not representative enough of the population at large. Future research should include a broader range of the population and more experts’ points of view to have a better overview of the proposed mediation. Practical implications - An immersive art exhibition such as one presented in the Atelier des Lumières has the potential to become a good and ethical mediation tool between the visitors and classical museums, provided that some improvements are done in the educational aspect of the experience. Originality/value - A good incentive for classical museums and immersive art exhibitions to combine the added values they propose to their visitors so that the global problem of the decrease in museum visits, provoked by rapid digitalization, can be reduced. Keywords - experience, immersive art exhibition, emotions, authenticity, connection to art, musical experience, art mediation, persuasive technology, ethics of persuasive technology Paper type - Master ThesisÈ consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/3364