소셜 미디어 텍스트 감성 분석을 활용한 SNS 친화적 전시 공간의 공간연출 요소 분석연구

초록

(Background and Purpose) The rapid development of social media has transformed the exhibition space from the existing passive viewing to an interactive environment where visitors actively participate and share experiences. SNS-Friendly exhibition spaces are evolving in the direction of enhancing the immersion of visitors and maximizing emotional satisfaction by combining digital media technology and sensory design elements. Existing studies have mainly analyzed exhibition experiences using surveys and interviews, but text analysis studies based on big data generated by social media are insufficient. Therefore, this study aims to derive spatial design elements that enhance the emotional satisfaction of visitors by analyzing the effects of visual, auditory, and tactile design elements on the emotional reactions of visitors. (Method) This study derived emotional reactions by using an sentiment analysis, one of the various techniques of text mining. The subject of the study was set as ‘ARTE MUSEUM’, which is the largest immersive media art exhibition brand in South Korea, and analyzed using a big data analysis tool(TEXTOM). Keyword analysis and CONCOR analysis were performed to draw a conclusion by linking the spatial directing factor and the sentiment analysis result. (Results) As a result of sentiment analysis, visual elements such as color, lighting, and reflective materials induced reactions of 'glamorous', 'overwhelming', and 'fantastic'. Strong color contrast, dynamic lighting changes, and reflection effects were effective in increasing the emotional response of good feeling and interest. Auditory elements such as background music and sound effects played a role in reinforcing the theme of the space by inducing emotional reactions such as 'dreamy', 'wonderful', 'impressive', 'healing', but if the intensity was excessive, it also caused negative emotions of pain to some visitors. The tactile element acted as a factor that increased immersion by causing an emotional reaction of interest and inducing reactions such as 'realistic' and 'cool' through passive tactile elements of temperature and humidity control. As a result of CONCOR analysis, it was found that the multi-sensory space production strategy had a high correlation with positive emotional expression. (Conclusions) As a result of the study, visual elements such as color and lighting changes, reflective materials, and organic theme production acted as major factors to reinforce the positive emotional response of interest, and passive tactile elements and strategic sound design were found to induce various emotional reactions in combination. This study proposes a data-based space directing strategy and provides a space planning guideline that optimizes emotional satisfaction and SNS diffusion. In future research, it is expected that a more sophisticated emotional response model can be built if video-based SNS data is further analyzed in consideration of the scalability of the SNS platform.

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