The Communication Model Of Museum Of China In The Social Media Era

Throughout the history of the museum,the gap between the museum and the audience progressively narrows.Contemporary museums even take eliminating the gap as a long-term development strategy.However,the function of communication,that has similarities with mass communication,plays an important role in the relationship of the museum and the audience.Therefore,scholars use the mass communication theory for reference to explore the communication model of the museum.However,the existing museums' communication models have insufficiency because of the single channel of interaction and feedback,which leads to the limitation of interaction and communication between the museum and the audience.Now social media has gradually penetrated into all aspects of public life,that also gradually affects the museum area.Today,social media has been a new media of transmission of the museum,which has advantages that other expanded medium of museums do not possess.Social media also brings new elements to the museums,communication models that can achieve more interactive communication between the museum and the audience.In China,museums' communication practice of social media is in a state of unbalanced.However,The Palace Museum has made a more remarkable achievement,which is in a best state and also has a lot of information that can reflect problems more fully.So,the thesis takes The Palace Museum as an example to summarize its strategies in using the social media,and to clarify how the social media,as an new element,incorporate with the other expanded medium to form the museum communication model.The thesis tries to establish a new model of museum communication called "Multiple Interactive model of communication",which is suitable for Social Media Era.This model provides social media dissemination practices for other contemporary museums.In the theoretical level,the new model has brought innovation to the museums,traditional communication models,which actually has brought new opportunities for the development of relationship between the museum and the audience.