[Milestone in Hong Kong's Cultural Development] What Do Netizens Think of M+ and the Hong Kong Palace Museum?

The M+ Museum, Asia's first global museum of contemporary visual culture, and the Hong Kong Palace Museum officially opened in November 2021 and July 2022, respectively. These openings garnered widespread attention and marked a milestone in Hong Kong's cultural development. What are netizens' views on the M+ Museum and the Hong Kong Palace Museum? What topics are they most concerned about?

uMax Data focused on network big data from November 12, 2021, to February 11, 2022, and from July 2, 2022, to October 1, 2022, using social listening to analyze and compare netizens' views on the M+ Museum and the Hong Kong Palace Museum during the first three months after their openings.

Comparison of Online Discussion Volume and Interaction Heat

Comparing the online discussion volume and interaction heat for the first three months after the opening of the two museums, the Hong Kong Palace Museum had twice the discussion volume of the M+ Museum. The heat value also reached 50,675, higher than that of the M+ Museum, indicating stronger attention from netizens towards the Hong Kong Palace Museum.

M+ Museum Peaks in the First Two Days, Celebrity Visits to the Palace Museum Draw Attention

The M+ Museum saw its highest heat value in the first two days after opening, accounting for half of its total heat value during the analysis period, with widespread discussion. The top posts during these two days focused on exhibits, museum introductions, and an incident where a child was injured by a yucca plant near the museum.

The Hong Kong Palace Museum saw its highest heat value on the fifth day (July 7), with the most interactive post being a "July Attractions" post by the Facebook page "24parent.com," attracting many user comments and interactions. Posts about annual ticket promotions and celebrity visits also drew attention, such as Liza Wang sharing photos of her visit in a qipao and praising the exhibit "Autumn Colors on the Qiao and Hua Mountains" by Zhao Boju, and actress Nancy Wu sharing her visit in a qipao on Facebook.

Exhibitions and Exhibits are the Most Discussed Topics, Palace Museum Receives More Positive Sentiment

Comparing the discussion focuses of the two museums, exhibitions and exhibits were the most discussed topics. Discussions about admission tickets and incidents ranked second.

Netizens had a 42.5% positive sentiment towards the Palace Museum, with the least negative sentiment at 20.9%. The positive sentiment towards the M+ Museum was similar to that of the Palace Museum, but the negative sentiment was higher at 30%. Further analysis showed that the negative sentiment mainly came from three areas: debates about the value of exhibits, discussions that hinted at certain political issues, and criticism of parents for not supervising their children properly in the incident where a child was injured by a plant. The criticism was not directed at the M+ Museum itself.

Some netizen comments:

• "If a child runs and falls, hitting their head on the edge of a step, should all steps be replaced with rubber? The world is full of dangers, and parents have a responsibility to teach what is dangerous. You can't just blame others when something happens."
• "Parents not supervising their children but blaming others."

Netizens Focus More on Local Cultural Development

The word cloud analysis of the two museums revealed that the most mentioned keywords related to the M+ Museum were "art" (4,399 times), "cultural district" (3,874 times), and "opening" (3,612 times). For the Palace Museum, the most mentioned keywords were "culture" (22,971 times), "tickets" (10,805 times), and "art" (8,033 times). This indicates that netizens are more focused on discussions about local cultural development.

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