Student Id : 17422515



  1. Introduction

The sixth edition of Art Basel’s show in HongKong, which took place at the Hong Kong Convention and Exhibition Centre (HKCEC) from 28th to 31st March, 2018, attracted an overall attendance of 80,000 and brought together a uniquely global mix of galleries spanning six continents, outstanding artworks by established and new artists from across the world and a singular gathering of international collectors and institutions, many of whom were first-time visitors to the show.

The study aims to investigate how did people with diverse background talk about ‘ArtBasel’ differently on Twitter, using hashtags #artbasel, and how did the fair  itself and exhibitors do the promotion on Twitter, from 20th to 28th March.


Literature review & RQ

  1. 1 Literature review

Various research studies have emphasized that usage of modern media to promote art fair is a significant part of artistic planning activities. This important point is clearly illustrated by Yue Zhang (2017), who wrote:

The media and art exhibitions have always been closely combined to form an important model for the market operation of the whole art exhibition. Planning need to be ready before the exhibition. For example, media campaigns, press release arise public attention in the process of art exhibition, and media workers report and publish related issues of it, in order to achieve a strong art propaganda effect.

In the era of modern media, the planner must be able to effectively select the media, grasp the characteristics of the media, choose the appropriate operation method, and carry out propaganda activities in accordance with the characteristics and audience level of the exhibition. An excellent summary of the interdependent relationship between art exhibitions and media propaganda is offered by Yao Cheng (2013) : Art works are the inner core, modern media are external propaganda. Therefore, an art fair is a platform for artistic works to use the media to reach the society. Specific propaganda to the art exhibition is indispensable.


As one of the leading interactive media content generators and as well the most-visited websites of the world, Twitter, with more than 319 million monthly active users from different countries, has served as a great platform for not only the exhibitors to enhance popularity of their art works, but also for the art show itself to gain larger visibility during the preparatory time.


2.2 Research questions

  1. Who are the opinion leaders/top users and for what purpose they were talking about ArtBasel on Twitter ?
  2. What did people discuss about ArtBasel mostly on Twitter?
  3. How did ArtBasel promote itself on Twitter?


Data collection (TAGS)

Beginning on 20th March and ending on 28th March, a number of 2936 tweets were collected through TAGS, with which I got a Twitter archiving Google sheet and was able to setup and run automated collection of search results from Twitter.


Data visualization

Using software Tableau, Gephi and a text analysis website called Voyant Tools (http://www.voyant-tools.org), the information were clearly, visually and efficiently communicated via statistical graphics, plots and information graphics, which are shown in detail in the results of analysis.


Content analysis

Apart from data visualization, content analysis was also employed in the study. After

getting a list of content collected from the TAGS, simple random sampling method

was used to get a sample of content, which consists of 150 tweets. Coding scheme

containing codes used and their descriptions was created, in order to better analyze

what did people discuss about the ArtBasel.