The Study Of Musem Image Communication Under The Circumstance Of Micro-blog

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.