International Proceeding Global Sustainable Tourism Conference

Throughout the history of mankind, art exhibitions have taken roles as the media to appreciate and publicize various types of artworks, including paintings, sculptures, dioramas, and other types of art. Aside from this role, art exhibitions are also organized as a means of narrating stories and messages, representing a particular theme. This research aims to explore the complex narratives of the art exhibition “CARE” by Patricia Piccinini, that shape the contemporary understandings of care, empathy, and the non-human, through the lenses of semiotic and discourse analysis. This research employed a qualitative case study design and portrayed the exhibition as a site of multimodal communication. Through the semiotic analysis, the uses of visual signs including the sculpture forms and the spatial arrangement of the exhibition are examined. Meanwhile, discourse analysis was employed to investigate the narratives, constructed through textual materials and curatorial notes, within the exhibition. The research findings provide insight into the deeper understanding of art exhibitions, especially CARE, as an intricate communicative event. It suggests how CARE emerges as an environment in which storytelling and meaning-making happen instead of solely as a collection of artworks. Finally, in relation to the tourism field, this research highlights the possibility of organizing art exhibitions as (1) powerful storytelling media to attract cultural tourists and (2) a way to enhance the guests' experience through thematic storytelling.

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