Understanding the motivations behind museum visitorship in Jakarta: a case study on Museum Macan
The popularity of selfie culture in the community, especially amongst millennials and Generation Zs has encouraged businesses to provide photo-worthy displays. Moreover, cultural institutions including art museums are alleged to have experienced a shift in the focus of their function. While the initial purpose of art museums is to preserve and protect cultural products, it has begun to look like they are at the crossroads between art and social demands. Traditionally, art museums – as a cultural organisation that relies on its educational mission – have never been in the business of commercialising art and cultural heritage. However, in the age of social media, the platform serves as an effective means of communication between museums and potential audiences, especially the younger generations. This rise in museum attendance, encouraged by the use of social media, raises the question of what drives visitors to the museum, and whether this development would reduce public awareness of the works of art on display. Therefore, this research paper is conducted to study a specific case involving Museum MACAN (Museum of Modern and Contemporary Art in Nusantara) in Jakarta to discover the motives behind its visitorship through a survey and interviews.