The Arc de Triomphe, Wrapped: Measuring Public Installation Art Engagement and Popularity through Social Media Data Analysis

Abstract

Social media is the most popular canvas to engage with art. In this study, we provide a different angle, on how an artistic installation on a world-renowned monument—such as Paris’ Arc de Triomphe—can emotionally affect viewers and potentially increase the popularity of the artwork. We collected N = 7078 Instagram and N = 3776 Twitter posts of the Arc de Triomphe as wrapped (installation) and unwrapped using APIs. As engagement indicators for several supervised machine learning experiments, we chose the total number of likes, comments, shares, text sentiment, and so on. Our findings revealed that people were captivated by the poetic installation. Based on the results, we discovered that the sentiments of triumph and surprise prevailed in datasets of the Arc de Triomphe as unwrapped. The same sentiments of triumph and surprise were most prevalent in datasets as wrapped, as well, but with higher scores. Furthermore, we have provided evidence of public art experience and engagement in the social media era. This research, we believe, will be useful in future studies of social media through the lens of public art and popularity. We hope that our findings will stimulate future research in the fields of art curatorship, cultural heritage management, marketing and communication, aesthetics, and culture analytics.