LACMA's 2.0 communication
Contemporary Art | Used for many years in the worlds of advertising and design, the detournement of art is getting a breath of fresh air from social media.
Associating pop cultural references with works in its collection on Snapchat, LACMA has launched a veritable public relations campaign, version 2.0. Used by 71% of individuals under 25, according to a BI Intelligence study, the choice of this social network is significant and the aim is clear : attract a younger public. The process is characteristic of contemporary art, where decontextualization, disassociation, and appropriation are extolled. While it may not be the first - the San Francisco Museum of Modern Art already used this social network - the recent popularity of LACMA accounts (user name : lacma_museum) opened a path today followed by other museums such as the MCA Chicago, Georgia Museum of Art and the Blanton Museum.
Publié le 01/11/2014
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