Research On Museum Visual Culture Communication Under The Background Of New Media

The emergence of new media,especially the development of digital visual media,has changed the mode of communication and the ecology of the media.The society has gradually entered the “reading era” and formed a visually-oriented and comprehensive coverage of cultural landscapes.The visual needs penetrate deeply into all aspects of life,and the cultural industry is inevitable.The visual culture communication of the museum has become an important form of information dissemination,which contributes to the realization of the social function of the museum and has important economic,cultural and political significance.The visual culture communication of the museum is to display the cultural relics and the history behind it through the coding of the visual communication system,and present a visual interpretation of the cultural connotation to the audience.The essence is the cultural phenomenon and the form of communication.This paper discusses the connotation and extension of visual culture communication,defines the core concept,and sorts out its formation and development process,laying a theoretical foundation for research.Through the research on the overall situation of the museum's visual culture communication,the mode of communication,the characteristics of communication and the effect of communication,it is found that under the influence of new media,the visual culture communication of Chinese museums shows a new representation,the audience expands,and the visual image changes from simulation to imaginary.The diversification of means of communication and the rise of visual symbol consumption have enhanced the dissemination effect,and a number of museums with exemplary functions have emerged.However,from an objective point of view,the imbalance of financial investment,the lack of industry guidance and the limited feedback ability of the museums at all levels hinder the visual culture of the museum;from the perspective of subjectivity,the new visual media application of the museum is popular with “bringing”,the industry complex Factors such as large gaps in talents and insufficient connotation of service culture make the museum's visual culture communication resources lack the ability to optimize resources,and there is much room for improvement in all aspects of communication.This paper explores the optimization strategy of museum visual culture communication.At the main level,we absorb professional talents and grasp therelationship between the content and the carrier;at the content level,we grasp the visual communication system design elements for effectiveness;at the channel level,we seek internal cooperation and expand the communication channels in multiple dimensions;at the audience level,we pay attention to the audience feedback.Cultivate audience visual culture literacy;effect level,establish a system science visual culture communication effect evaluation system.This paper starts from the multi-disciplinary perspective,combines the field research of the museum,comprehensively examines the visual culture communication of the museum from theory to practice,and hopes to provide useful reference for the development of the museum industry.