Assessing the Impact of Cultural Planning in the Age of Social Media: Twitter-Based Indicators for Established and Emerging Art Locations

L. Tomarchio, Peijun He, P. Herthogs, B. Tunçer
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Abstract

Planning administrations are concerned with the diffusion of art. The concept of the Creative City has encouraged planners to develop cultural policies to support creative economies, city branding, urban identity and urban quality. With the introduction of social media, the production and consumption of art is changing significantly. It has resulted in the emergence of hybrid art spaces: social spaces existing both in physical space and on social media. This implies that the integration of social media data in cultural planning is not just beneficial, but necessary. However, existing cultural planning approaches hardly consider this shifting paradigm. Therefore, this paper introduces a methodology to analyze, map and evaluate art venues and the online communication they generate using social media data. We developed this methodology for Singapore. We gathered geo-located Twitter data and extracted posts relating to art (Social Media Art Classifier). We applied topic and sentiment analysis to art tweets, and introduced social media-based planning indicators. We also developed a machine learning model to determine the relationship between 11 art venue features and the level of their social media production. This methodology successfully demonstrates the use of social media data to support cultural planning in cities. While the work presented in this paper focuses on Singapore, and is limited to a two-year data period, our methodology could easily be adapted for other locales, and to include continuous assessment. As a next step, we will demonstrate and discuss our methodology with cultural planning professionals, in order to improve our methods and indicators, and explore some of the applications suggested in this paper.
评估社会媒体时代文化规划的影响:现有和新兴艺术地点的基于twitter的指标
规划部门关心的是艺术的传播。创意城市的概念鼓励规划者制定文化政策,以支持创意经济、城市品牌、城市形象和城市质量。随着社交媒体的引入,艺术的生产和消费正在发生重大变化。这导致了混合艺术空间的出现:社交空间同时存在于物理空间和社交媒体上。这意味着将社交媒体数据整合到文化规划中不仅是有益的,而且是必要的。然而,现有的文化规划方法几乎没有考虑到这种转变的范式。因此,本文介绍了一种方法来分析、绘制和评估艺术场所及其使用社交媒体数据产生的在线传播。我们为新加坡开发了这种方法。我们收集了地理位置上的Twitter数据,并提取了与艺术相关的帖子(社交媒体艺术分类器)。我们将主题和情感分析应用于艺术推文,并引入基于社交媒体的策划指标。我们还开发了一个机器学习模型,以确定11个艺术场所的特征与其社交媒体制作水平之间的关系。这种方法成功地展示了使用社交媒体数据来支持城市文化规划。虽然本文中介绍的工作主要集中在新加坡,并且仅限于两年的数据期,但我们的方法可以很容易地适用于其他地区,并包括持续评估。下一步,我们将与文化规划专业人士展示和讨论我们的方法,以改进我们的方法和指标,并探索本文中建议的一些应用。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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