摘要
博物馆是一种集收藏、研究、展示、传播文化于一体的特殊传播媒介,也是一座城市对外宣传的名片。为了吸引更多观众了解、走进博物馆,塑造博物馆的良好形象,深化博物馆的教育成果,现代博物馆广泛运用新媒体进行信息的传播和推广。以嘉兴博物馆为例,其在传统媒体与新媒体交融背景下,从传播博物馆本身、展览、藏品及活动几个层面入手,运用多种宣传手段进行分众传播,从而将传统的“自身主体宣传”理念逐渐转变为现代的“发挥用户主体宣传”理念,以多元化手段实现博物馆品牌传播,可对中小型博物馆开展宣传工作有所启发。
Museums are a special communication medium integrating collection,research,display and cultural dissemination,serving as a window for a city’s external publicity.In order to let more visitors understand and enter the museum,shape the good image of the museum,and deepen the educational function of the museum,modern museums widely use new media for the dissemination and promotion of information.For example,in the context of integration of traditional media and new media,Jiaxing Museum,starting from the promotion of itself,its exhibitions,collections and activities,uses a variety of communication means in its communication with different audience groups,thus gradually changing the traditional concept of“museum being the main body of publicity”to the modern concept of“visitors being the main body of publicity”.Therefore,it has significantly promoted its brand effect by diversified means,which can be an inspiration for small and medium-sized museums to promote their work.
作者
陈宽
Chen Kuan(Jiaxing Museum,Jiaxing 314050)
出处
《自然博物》
2022年第1期96-100,共5页
Research of Natural History and Museum
关键词
融媒体
中小型博物馆
宣传推广
用户主体
fusion media
small and medium-sized museum
publicity and promotion
visitors as the main body
作者简介
陈宽,男,1979年生,副研究馆员,主要研究方向为展陈策划、宣传教育。E-mail:chenkuan1031@163.com.
