| Summary: | 碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 100 === In the context of cultural globalization and the trend of cross-country touring exhibitions, the art museums in Asia usually become the recipients of touring exhibitions, due to the lack of “high-quality” collection. The international flow of art collections among art museums can be understood via the economic principle of supply and demand. Such cross-country interaction has resulted in the localization of representation and transition of the original content. This study takes a historical research approach to explore and analyze the context of international touring exhibitions and the phenomenon of blockbusters exhibitions in Taiwan. Furthermore, Pixar: 20 Years of Animation, hosted by Taipei Fine Arts Museum in 2009, a case study of such type is employed to the exhibition,.
The standardized exhibition content interacts with the localized education and marketing program. The interaction facilitates to create the new content, which includes the original exhibition and the localized education program. The results indicate that: first, the communication content of the exhibition is globally standardized. Meanwhile, the localized educational content is rarely seen in the mass media and lack of mass communication. Secondly, the misplacement of museum branding subject is worth concern. Art museums in Taiwan import the western popular touring exhibitions, and promote those exhibitions to become blockbusters to form the image of the museum itself. Finally, a fundamental change of the institutional cooperating model between art museum and media-owned campaign company is discussed in the research.
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