Research On Museum Image Communication Based On Social Media Platform

Culture is the symbol of the country's "soft power".As the carrier of the country's excellent culture,museums strive for the recognition of the public and society,which is the foundation of the cultural communication work of museums.An all-round display of the museum image can enable the audience to appreciate the museum's knowledge of historical relics,enhance cultural confidence,enhance national cohesion,and realize the inheritance of Chinese culture from generation to generation.To build a good image of a museum,the role of media should not be neglected.New media has been continuously impacting the information communication mode of traditional museums.As a product of the information age,social media has become increasingly extensive and become an important path for the public to acquire knowledge and disseminate information.How to use the social media platform to construct a good museum image and realize the communication of its own cultural value and the inheritance of its spirit is a subject worth exploring.Based on the historical background of the image transformation of museums,this paper,combines the knowledge of communication,branding and imagology,and takes China's famous large comprehensive museums as the research object,conducts a comprehensive and in-depth discussion on the communication of museum images under the social media environment.The first chapter of this paper sorts out the concepts of media image,museum image and social media.Chapter two summarizes the elements of museum image and the impact of social media on museum communication environment by combining the"5W" communication equation,the "mimicry environment" theory and the "SWOT"analysis.In the third chapter,six representative museums in China were selected to conduct an investigation and study on social media of the museum,respectively analyzing the social media image of the museum from the aspects of the law of communication,symbol of communication,mode of communication and audience feedback,and revealing the rationality and feasibility of disseminating the image of the museum through social media.The fourth chapter,based on the analysis above,summarizes the problems existing in the social media image of museums.Chapter four,based on the analysis above,puts forward Suggestions from three aspects:rational image,perceptual image and symbolic image.The last part of the conclusion looks forward to the communication role of social media in the field of Chinese museums.