Abstract
Over the past decade, art festivals have become a popular tool for spatial regeneration and cultural innovation. By transforming familiar spaces into new and unknown places, art festivals create a creative atmosphere and give new meaning to day-to-day life. In the pre-exposure stage of event design, promotional materials embody the organisers' creativity and provide room for the spectator’s imagination of the place. Recently, new media has given organisers more possibilities to construct the event image. Interpreting visual and textual materials of event design helps to understand how place-making, mediated by arts festivals, shapes the image of the place and conveys values to stakeholders. The study applies a mixed-methods approach to analysing the festival's design patterns and semiotic elements. The collection of promotional materials is based on a keyword search of designs posted by the organisers on Xiaohongshu, one of China's most popular content creation platforms. The materials are first analysed through content analysis to summarise textual formats, meaning units, images, and representational objects. Subsequently, based on Echtner's guidelines (1999), a series of art festivals organised in Kulangsu are selected as typical cases for semiotic analyses of their promotional designs (What's Art Festival and Kopi & Art Festival). Treating promotional materials as design works, the result examines the actualities of lived experience and the creativity of the spectator’s imagination to inform effective communication with stakeholders for future placemaking and event design.
Author Information
Wanchun Ye, The Hong Kong Polytechnic University, Hong Kong SAR
Kin Wai Michael Siu, The Hong Kong Polytechnic University, Hong Kong SAR
Izzy Yi Jian, The Education University of Hong Kong, Hong Kong SAR
Paper Information
Conference: KAMC2024
Stream: Aesthetics and Design
This paper is part of the KAMC2024 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window
To cite this article:
Ye W., Siu K., & Jian I. (2024) The Language of Desire: Decoding the Aesthetic Experience Through Art Festival’s Promotional Materials on Xiaohongshu ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2024: Official Conference Proceedings (pp. 275-285) https://doi.org/10.22492/issn.2436-0503.2024.26
To link to this article: https://doi.org/10.22492/issn.2436-0503.2024.26
Comments
Powered by WP LinkPress