【作者】 王蕾；

【导师】 王秀峰；

【作者基本信息】 陕西科技大学 ， 艺术学理论， 2017， 硕士

【摘要】 博物馆形象是博物馆重要的“软资源”,其实物性、直观性、广博性的特征赋予博物馆区别于一般类型文化机构的形象。争取公众、社会的认同,博物馆形象正逐渐演变成为一种无形资产,它不仅是社会公众对博物馆这一文化机构及其传播行为的总体印象和评价,更是博物馆艺术感召力和文化影响力的重要体现,树立良好形象成为提高其品牌竞争力和推动可持续发展的重要动力。博物馆良好形象的树立,除了倚靠自身的不断探索和努力,传播媒介也是不可忽视的重要因素。新媒介环境下,传统的博物馆信息传播模式被不断冲击,而微博作为信息时代的产物,社会影响日益广泛,已逐渐成为公众获取和传播信息的重要路径。一方面,微博拓展了博物馆形象的传播渠道,另一方面,微博也实现了博物馆官方机构与公众的互动交流和与社会资源的对接,提升了博物馆的文化辐射力。如何利用好微博这一媒介平台建构良好的博物馆形象,实现自身文化价值的传播和观念精神的传承,成为值得探讨的一个研究课题。基于此,本文关于博物馆形象的微博建构与传播的研究,重点着眼于以下四个方面:首先,对博物馆、博物馆形象等相关概念进行梳理,归纳出博物馆形象的构成要素以及博物馆形象传播的必要性和意义。其次,结合传播学、形象学、博物馆学等相关理论,从实证的角度,选取五个具有代表性的样本微博进行抽样调查研究,分别从传播主体、受众特性、传播内容、语言表达、媒介形式、界面设计等维度展开剖析,揭示了博物馆形象寓于微博环境下传播的合理性和可行性。第三,从受众反馈和受众需求的角度分析博物馆微博形象传播的效果和价值。第四,根据前文研究基础,总结国内现有博物馆微博及其形象存在的问题及原因,提出了微博环境下建构博物馆形象的传播策略,以期为我国博物馆形象及文化的可持续发展提供借鉴。更多还原

【Abstract】 The museum is a selection,collection,display and research on behalf of natural and human cultural heritage of non-profit establishments.The image of the museum is an important "soft resource" to the museum.In fact,the characteristics of the physical,intuitive,and extensive features give the difference between the museum and the general type of cultural institutions.For the public,social identity,museum image has gradually been evolved into a kind of intangible assets,it is not only the overall impression and evaluation of the public to the Museum of cultural institutions and the spreading behavior,but an important manifestation of Museum of art appeal and cultural influence.Establishing a good image is an important driving force to improve its brand competitiveness and promote the sustainable development.The establishment of a good image of the museum,apart from relying on their own continuous exploration and efforts,the media is also an important factor which can not be ignored.Under the new media environment,traditional model of museum information dissemination has been the impact.While micro-blog as a product of the information age,its social impact is increasingly widespread which has gradually become an important path for public access and dissemination of information.On the one hand,micro-blog expanded the museum image transmission channel,on the other hand,micro-blog is also a great platform for official agencies of museum to interact with public and get access to the social resource,to enhance the cultural radiation of the museum.Therefore,how to make good use of the micro-blog media platform to build a good image of the museum,to achieve the spread of their own cultural values and the spirit of the concept of heritage,has become a research topic worthy of discussion.Based on this,the paper studies on the micro-blog museum image construction and communication,focusing on the following four aspects: firstly,the related concept of the museum and the museum image.Summarize the elements of the museum and the necessity and significance of museum image communication.Secondly,combining the theory of communication science,image science,museum science,from an empirical point of view,select five representative samples of micro-blog to investigate,respectively,then a analyze them from the aspects of communication subject,audience characteristics,communication content,language expression,media form,and interface design dimensions,to reveal the rationality in the museum image and the feasibility of micro-blog under the environment of communication.Thirdly,the paper analyzes the effect and value of the micro-blog image communication from the perspective of audience feedback.Fourthly,based on the previous research,summarize the problems and reasons of the existing domestic museum micro-blog and its image,and put forward the construction of the museum image of micro-blog under the environment of communication strategy,in order to provide reference for the sustainable development of China’s image and culture museum.更多还原