The Study Of The Phenomenon Of Moe Culture In Museums In The New Media Environment

Since 2014,represented by the brand of "the Palace Museum online store",the Palace Museum quietly has sprang up Moe Culture,and its style of culture and creative products,promotion copywriting has changed greatly,and even the Director of the Palace Museum Shan Jixiang often talks about the way of acting cute,which is popular on various social media platforms,presenting a different image of the Palace Museum.Therefore,more and more people are interested in the Palace Museum culture,and the Palace Museum has set the sales "miracle" of about 1 billion yuan in culture and creative products for one year.Under the guidance of the Palace Museum,more and more museums in China try to copy the way of "online celebrity" of the Palace Museum,gradually forming the phenomenon of Moe culture in museums.Taking "the Palace Museum online store" as an example,this paper makes a detailed discussion on the reasons of the phenomenon of Moe Culture in museums in the new media environment from three aspects:culture,economy and social psychology.It holds that under the trend of museum culture towards the public,under the promotion of emerging Moe economic market towards museum culture communication,and in the pursuit of relaxed and pleasant things by the public,the museum expects to draw public attention to achieve the real purpose of culture communication by acting cute.This paper finds that,on the one hand,the phenomenon of Moe Culture in museums could shape a new media image for museum,promote a kind of new cultural economy,and expand cultural communication channels of museums,which provide more people with more chances to understand museum culture;on the other hand,it could easily lead to the entertainment of museum communication content,resulting in the homogenization of museum images,which is not conducive to the diversified development of museum culture.For the Moe Culture communication of museums under the new media environment,this paper also puts forward some suggestions on the depth and innovativeness of communication.