Abstract
ABSTRACTMuseums invite visitors to actively engage in exhibitions. However, it is unclear how visitors experience and appreciate exhibitions, because (1) people's motivations and goals to visit museums vary significantly and (2) scholars have yet to standardize a typology of observable visitor experiences. This study explores the potential of social media postings to assess museum visitors' engagement. Images posted on Instagram at an exhibition, One with Eternity: Yayoi Kusama in the Hirshhorn, are examined as a case study to explore visitor engagement using social media. A qualitative analysis of the 964 Instagram images posted for the exhibition suggest that Instagram can surface visitors' experiences with artifacts presented in museums: they enjoy interactive and immersive experiences in the exhibition. This preliminary study implies that there are opportunities to extend this approach to facilitate visitor interactions with exhibitions through social media.
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