Audience Experience Research Articles

Initial Exploration of the Transformation of Technology Museums Empowered by Artificial Intelligence

Traditional science and technology museums are facing challenges in the rapid advancements in science and technology. These challenges include limited exhibition formats, outdated methods of conveying information, and inefficient resource management. However, with the rapid development of artificial intelligence technology, there is an opportunity to overcome these challenges. Artificial intelligence technology, specifically in the field of natural language processing, has made significant progress in improving multilingual understanding and generative models. This advancement can greatly enhance the learning experience for diverse audiences. In addition, the development of computer vision technology focuses on scene understanding, video analysis, and visual inference. These advancements can provide a more immersive and engaging exhibition experience at science and technology museums. This paper aims to explore how traditional science and technology museums can integrate and redesign artificial intelligence technology to better meet the needs of their audiences. By doing so, it can improve the effectiveness of science and technology communication and enable museums to adapt more flexibly to the rapidly changing science and technology landscape. The findings of this study can provide strategic considerations and guidance for the future development of science and technology museums.

The socio-aesthetic construction of meaning in digitally mediated environments: a digital sensemaking approach

AbstractSensemaking has recently been identified as a driver of society developments, in particular in the context of designing a reasonable, valuable, and fair life. Since the construction of meaning is a crucial momentum in sensemaking processes, the authors investigate how meaning can be constructed in a sustaining form by utilizing digital means of expression, articulation, sharing of information, and creation of artscience artefacts. The authors report on results of exploring cyber-physical-systems with performative methodologies in the context of sensemaking to identify sensemaking processes of entering digital environments and share meaning-making activities through interaction. The collected data from two artscience studies reveal that activities beyond cognition facilitate sensemaking. Aesthetics and embodiment in performing actions are understood to play a role in sensemaking and subsequently effect on the construction of meaning. To investigate the role of the body and aesthetics in sensemaking in digital environments, we were particularly interested in sensemaking through embodied agency and aesthetic awareness, drawing from kinesthetic awareness of performance artists. In the performative activities digital behavior recognition and human task behavior were coupled, on the one hand by performers exploring digital environments actively reflecting on their performative process, on the other hand by a performance artist and choreographer creating performative experiences for audiences. It has been demonstrated in cyber-physical settings and can be utilized in upcoming developments further integrating virtual and physical worlds.

Preserving Southern Thai Traditional Manora Dance Through Mobile Role-Playing Game Technology

Manora or Nora has been added to the heritage list of UNESCO as Thailand's intangible cultural heritage since 2021. This performance has been presented as a regional form of entertainment and traditionally passed down through generations within certain families. Nowadays, young people are able to learn and practice Manora instructed by their masters or their successors. However, there is currently no digital content of Manora that could support awareness and enrichment of cultural safeguarding, so this article proposes the design and development of a mobile 3D game representing Manora, which is Southern Thai dance-drama performing art. The aim of this game is to increase citizens’ engagement with their intangible cultural heritage and preservation by delivering novel digital heritage content specifically designed for a role-playing mobile game called Nara. The Nara game is used to enhance the perception of Manora dance and provide new experience of playing a culture-based game through costume and its material items. The game design process takes Manora's significant identities, including the costume, dance postures, and music along with players’ requirements to create a game player character, non-player characters, storytelling, challenges, and level design. The development of the game is done on Unity game engine, which provides a mobile 3D game platform to integrate all the designed content and generate the interactive Nara game. The experimentation results conclude that utilizing the unique identity of Manora in gameplay successfully enhances the audience's experience and recognition. This result indicates the effective use of creativity and interactive multimedia technology to create attractive content and enjoyment that can encourage intangible cultural heritage preservation in an innovative manner.

Interactive Narratives and Immersive Experiences -- A Brief Discussion on the Creative Logic of Interactive Film and Television Works

With the rapid development of the internet and the media industry's drastic changes, interactive film and television have emerged. Interactive narrative art refers to a narrative expression with specific characteristics of a particular medium, which can directly extend and manifest in the fields of visual arts and media. As the era progresses, the field of narrative studies increasingly emphasizes thinking from the reader's perspective, recognizing that a complete narrative and interactive process are jointly constituted by the author's thoughts and the reader's understanding. The rise of interactive film and television has prompted profound reflections in the film and television industry. This paper focuses on exploring how to enhance the audience's visual experience through interactive means and deepen their understanding and reflection. Through case analysis, the paper identifies current issues in interactive film and television and suggests better improvement methods, aiming to provide insights into the narrative experience of interactive film and television works.

An Era in Jinling: Game Interactive Heritage Digital Art Exhibition

Summary The ‘An Era in Jinling’ Heritage Digital Art Exhibition, which focuses on the interactive virtual reality game environment created by the audience's experience, is an immersive digital art exhibition composed of the audience, the hardware system of the digital exhibition environment and the virtual digital environment presented. As a game-interactive immersive digital art exhibition in a heritage exhibition, it invites the audience to take a personal digital role in the exhibition and use the game-interactive method to enjoy an immersive digital exhibition. This paper aims to engage audiences through the ‘audience-centric’ exhibition of digital art, allowing them to use their senses to enjoy immersive exhibitions of digital art. This paper also demonstrates how digital art exhibitions of history can provide new insights to the general public in the preservation and exploration of cultural heritage.

An Interactive Model of Audible Speech Communication in Film and Television Drama and Its Impact on Audience Engagement

Abstract The evolution of communication forms exerts a significant positive influence on the interactive dynamics of film and television dramas, concurrently enhancing audience experience and participation. This study meticulously analyzed the characteristics of audio-language communication and interaction strategies within film and television dramas, utilizing the dynamics of the ascending force model. Subsequently, a novel model for calculating the communicative impact of film and television audio content was developed by integrating these dynamics with the broader communication influence. The model was formulated based on four primary factors: the buzz surrounding film and television dramas, their popularity, and their propagation speed. This culminated in the derivation of the final equation for the film and television drama influence dynamics model. A focused analysis on the communicative impact of specific film and television drama enterprises revealed that the company producing “BLWH” holds the highest communicative influence, with a score of 0.59, amongst twenty evaluated entities. The study’s methodology incorporated hierarchical regression analysis to test hypotheses, demonstrating that emotional and cognitive engagement in audio-visual communication significantly enhances audience participation in film and theater, evidenced by regression coefficients greater than zero and a p-value less than 0.01. Thus, it is confirmed that the quality of audio-visual communication interactions positively influences audience engagement in film and theater.

Multiform Art Design Strategy of VR Technology Based on Visual Design Perspective

Abstract This study uses an end-to-end stereo parallax estimation algorithm using deep learning to construct a mechanism to simulate human eye vision in a virtual reality (VR) environment. By applying the hierarchical detail processing (LOD) algorithm related to human vision, the reconstruction of the virtual reality scene is realized to make it closer to the actual observation effect of the human eye. This technology is widely used in various artistic creations, providing the audience an immersive experience. In practical application, the audience experience of the VR opera “The Drunken Princess” received high ratings of more than 4 points in all dimensions. Among them, the audience’s recognition rating for the production was the highest, reaching 4.438 points. On the dimension of narrative experience, the average rating of VR opera was 4.393, compared to 4.1445 for traditional opera on the same dimension. This result highlights the potential of VR technology in enhancing the narrative experience. In addition, a survey on the awareness of VR painting in different industries found that 54% and 43% of practitioners in the art and design industries were aware of VR painting. In contrast, among non-art professions, the level of awareness was only 22.1% in the education industry and 36.2% in other sectors. This indicates that VR painting is more prevalent in the art and design. Participating in VR painting exhibitions and enjoyment by scanning QR codes was also widely accepted by the public, with a satisfaction score of 47.9167. The study found that providing VR art experiences through easy access can effectively attract and fulfill the needs of a wider audience.

Augmented Reality-based Interactive Typography Experience and Evaluation

Abstract This paper explores the innovative integration of Augmented Reality (AR) technology into font design, emphasizing the user experience, visual performance, and spatial experientiality of AR interactive fonts. Central to this investigation is the deployment of AR-based calibration technology, which establishes a spatial coordinate system specifically for AR fonts. When synchronized with the camera model, these virtual fonts are seamlessly registered within real-world scenes. To enhance user engagement, gesture interaction design is incorporated, enabling interactive functionalities within the font system. The effectiveness of this design is evaluated through user testing, where the interactive performance is assessed based on audience experience post-implementation. The findings reveal that interactive fonts are highly effective in content display, achieving a user acceptance rate of 0.7659, and in content retrieval systems, with a rate of 0.7404. Audiences demonstrated a preference for conducting operations independently and showed a particular inclination towards font performance-based projects. The study concludes that the interactive font design project, which leverages augmented reality and gesture interaction technologies, holds substantial commercial potential.

Research on the Creative Performance of Digital Film and Television Works Based on Virtual Reality Technology

Abstract This study investigates the application of virtual reality technology in the creative expression of digital film and television productions, especially the role of EEG signal denoising and feature recognition methods in enhancing the audience experience. The study uses wavelet threshold denoising and parallel RLS adaptive filtering algorithms to process EEG signals to improve the accuracy and reliability of the data. Then, the EEG signals were feature extracted using a bihemispheric domain adversarial neural network (BiDANN) to more accurately recognize the user’s emotional responses. The experimental results show that in the virtual reality environment, the users’ concentration and emotional reactions are significantly improved, with the average concentration reaching 74.21 and the average value of the electrodermal test data being 6.19. In addition, the eye-movement interaction experiments show that different types of digital movie and television works can cause additional attention allocation of users in the VR environment, leading other creative performance effects. The study’s results prove that virtual reality technology can significantly enhance the innovative performance of digital movie and television works and improve the audience’s viewing experience.

A New Musical Helen

Abstract: This paper discusses compositional methods and interpretive choices behind “new ancient music” for Euripides’ Helen , how it supports or complicates the play’s musical design as previously understood, and how a newly musicalized “choral plot” can affect audience experience, ancient and modern. It is intended to complement performance recordings and scores, materials which, taken together, may help one understand the ancient experience of Greek dramatic music generally, or to evaluate musical effects of this specific play. It may also be useful for restaging Helen with this music, or new compositions of one’s own.

Discovering the relationship between the number of film review topics and box office with NLP techniques

Numerous movie reviews on the internet can be used to analyze audience experiences of movies and provide inspiration for the operation and production of movies. In this work, we integrate and match the review data on Douban and the box office data on the website maoyan.www, and utilize the topic model in natural language processing to determine the number of each movie review topics, then establish an regression equation to analyze the relationship between the number of topics and movie box office. Our analysis shows a significant positive correlation between film box office and the number of movie review topics, and we have provided an explanation for this. Finally, we also analyzed the practical application value of this work.

From Convention to Desperate Innovation: The Impact of Covid-19 Lockdown on Live Theatre in Nigeria

COVID-19 plagued the world in the first half of the year 2020 and has continued to evolve, prompting one form of lockdown or another across the globe. With an estimated 526 million cases of infection worldwide and over 6.38 million deaths, the Virus became so dreaded to attract government intervention for lockdowns to minimize spread and mass transmission. Limits were placed on all forms of mass gatherings worldwide, including in Nigeria. Lockdown became a threat to all forms of entertainment, particularly live theatre performances. There was the need to devise other avenues to keep the industry alive. Using statistics from around the world, this paper referentially discussed the effects of the Pandemic on live Theatre worldwide and Nigeria in particular. Seven case studies were selected to interrogate the challenges, contingencies, strategic innovations, and marketing alternatives put in place by theatre companies to cope with the Pandemic when freedom of movement and public gathering was restricted. Data was qualitatively analyzed. Findings reveal that digital alternatives became the norm while online streaming and recorded skits became highly patronized. However, it still has not displaced the need for an in-person audience experience.

확장 현실(XR) 요소를 활용한 공연이 인게이지먼트에 미치는 영향

This study examined the impact of extended reality (XR) performance experiences on audience engagement. The research involved three stages: identifying subject characteristics, XR performance factors, performance experience, and engagement factors through statistical analysis. Reliability and validity analyses were performed to assess measurement items, followed by a structural equation model to analyze the relationships between XR performance, performance experience, and engagement factors. The results showed that attractiveness and interaction positively influenced performance experience for the entire group. In the high-performance experience group, identity, attractiveness, interaction, and engagement had a positive impact. In the low-performance experience group, interaction and engagement positively affected the audience. This highlights the importance of interaction in XR performances, which can enhance audience experience. Establishing a systematic connection between reality factors and performance service quality is crucial for developing non-face-to-face performance services using virtual reality and content technology. Incorporating elements like identity, attractiveness, novelty, and particularly interaction in XR performances can improve the quality of the audience's experience, offering insights for innovation and future developments in the field of extended reality performance and non-face-to-face performance services.

Research on Immersive Art design Experience based on VR Technology

The rapid advancement of virtual reality (VR) technology has sparked enthusiastic exploration by artists and designers in the field of art and design. This integration not only expands the possibilities of artistic expression but also provides an immersive experience for audiences. It is expected to reshape the art and design landscape, enabling artists and designers to push boundaries and create truly transformative experiences for viewers. The main objective of this study is to deeply investigate the immersive art design facilitated by VR technology and explore its potential for innovation in art and its impact on viewers. This paper analyzes VR technology, discussing the differences between VR art and traditional art, and explores innovative VR techniques. Furthermore, this paper summarizes the influence of VR technology on artistic experiences. Lastly, a concluding remark and future perspectives are provided. To summarize, the rapid evolution of VR technology presents immense potential for revolutionizing the fields of art and design.

What Audiences Feel?

Most of the assumptions on the motivation to visit museums are based on the idea of museums and/or exhibitions as learning spaces. The evaluation of audience experiences concerning the Identity on the line exhibitions, dealing with seven different migration processes that took place over the last hundred years in Europe, goes beyond learning and cognitive aspects of audience research and, in line with the affective turn in museums, addresses the feelings evoked by the exhibition. The results of the evaluation show the potential exhibitions have as agents of empathy and resilience.In order to identify the interpretive strategies facilitating affective curatorship, the author applies the affective niche construction theory. Contrary to cognitive niche construction, which consists in developing and using environmental resources to aid remembering, problem solving, reasoning, and other forms of thinking, affective niche construction consists in manipulating resources to influence the way we feel the letter implying curating and presenting personal narratives and narrative-related artefacts.

Memanifestasi Deiksis dalam Film “Ngeri-Ngeri Sedap” Karya Bene Dion Rajagukguk: Analisis Pragmatik

This research aims to analyze the use of deixis in the film "Ngeri-Ngeri Sedap" from a pragmatic perspective. Deixis is an important aspect in linguistic studies which is related to the use of signs that refer to the context of space and time. The film text analysis method is used to identify and analyze the use of deixis in the context of situations involving characters, location, time, and interactions between characters. The research results show that the use of deixis in this film aims to create a communicative effect and build relationships between the characters and the audience, by using personal, time, place, atmosphere, and social deixis. The use of pointing signs, such as body gestures and the placement of objects in scenes, is used to clarify the spatial relationships between characters and objects in the story. Pronouns are also often used to replace previously introduced references, maintaining cohesion in the narrative. In addition, the effective use of time-telling words helps the audience understand the sequence of events and establish chronology in the story. This research provides deeper insight into the use of language in communicative situations in the context of films, as well as a contribution to the development of pragmatic theory and an understanding of the audience's experience.

Fight, Flight, or Freeze: Stilling the Moving Image in Bruce Nauman’s Contrapposto Studies, i through vii

This article examines the ways in which Bruce Nauman’s art installations provoke audience experiences analogous to those felt during traumatic events. A central assertion of the present study is that the looping mechanisms of Nauman’s video artworks produce a theoretical stilling of the moving image that is reflective of the fight-flight-or-freeze response to a highly charged incident, which often entails a temporal shift as time appears to slow to a halt. Whereas in the past, the human response to acute stress was typically prompted by a physical threat in the natural environment, today an evolutionary misfire occurs when this survival mechanism becomes prompted instead during everyday situations. Throughout human history, the experience of viewing an artwork has developed into an act of aesthetic appreciation involving a search for meaning. However, in this case, the sensory overload triggered by Nauman’s artwork purposefully impedes neuroprocessing, highlighting the adverse effects of mediation saturation in contemporary society; therefore, a stilling of the moving image in essence functions as a biological adaptation strategy in an attempt to come to terms with the puzzling nature of these artworks. By applying French philosopher Roland Barthes’s theories of the image, this article expands Barthes’s thought from the image to the performative as a reflection of human adaptation to technological advancement.

EMOTIONAL DESIGN OF CHINESE ANIMATION IMAGE BASED ON AUDIENCE'S PSYCHOLOGICAL LEVEL

Рurpose. Study the underlying logic of shaping the image of Chinese animation with the help of emotional design, on the basis of respecting and understanding the transformation of audience's psychological needs. Starting from the psychological level of Chinese animation audience, analyze the aesthetic tendency and characteristics of Chinese animation image-building. 
 Methodology. In the way of combining theory with demonstration, the relationship between the psychological transformation of animation audience and animation image is deeply discussed. It includes case analysis and comparative analysis.
 Results. Animation creation is deeply influenced by the audience's psychology and emotion. On the basis of understanding the audience's aesthetic experience, have been analyzed the different emotional needs of Chinese animation images in the audience's instinctive level, behavioral level and reflective level, which are embodied in the tendency of "popularization", the combination of realism and freehand brushwork. By comparing the successful and classic animation images, have been researched the internal emotional connection between the audience and the animation images, indicating a tendency for future creation of animated images.
 Scientific novelty. In terms of studying the image of Chinese animation, this paper proposes to correspond the three levels of emotional design theory to different levels of emotional needs of animation audiences, and focuses on summarizing new phenomena in animation image from the perspective of audience psychology.
 Practical significance. Relying on the emotional design of animation images caused by the psychological needs of the audience, this paper makes an in-depth analysis of Chinese animation image design, providing new ideas for the design and creation of animation images, opening up a new situation for the animation market in China and creating new animation images for more audiences.

Dijital Çağda Sanat Deneyimi: Yüzeyselleşme, Anlam Kaybı ve Instagram

New technologies in the digital age brought some transformations in the production, expression and experience of artwork. By integrating art and digitalization, artists and art galleries can use social media applications for promotion, marketing, interaction and participation purposes. Instagram is a prominent social network that art galleries and museums use so the audience experience art. Meanwhile, the audience can share their art experiences through photos and videos using the application. So, the user is focused on sharing on Instagram rather than having a real art experience in a physical environment, carrying the possibility of the superficialization of the art experience. This study focuses on examining the effect of social media on disrupting the art experience. To reveal the relationship between social media and the art experience, the perspectives of artists who are among the audience were consulted, and in-depth interviews were carried out with 10 artists. Although the art experience in the online environment is accepted, it has been concluded that the truly valuable experience is encountering the work in the physical environment.

Beyond the “substitution effect”: the impact of digital experience quality on future cultural participation

ABSTRACT The “pivot” to digital that many arts and culture organisations faced during the Covid-19 pandemic, revealed a complex nexus of effects that includes significant accessibility improvements (for example, for D/deaf and disabled audiences) but also a replication of many pre-existing exclusions. We argue that understanding the experiences of online audiences can help inform arts and culture organisations’ next steps in adapting to the current period of uncertainty, particularly with a cost-of-living crisis reducing leisure spending. Drawing on data from the Digital Experience survey carried out in the UK by Indigo Ltd. (2020–21), this article explores how diverse online audiences judged online theatre experiences and their potential impact on future behaviour. By analysing respondents’ quality of experience in tandem with demographic information and how participants accessed the online experience, we provide evidence showing that online participation, particularly if the experience is high quality, has the potential to increase future in-person participation.