Research On The Image Construction And Communication Strategy Of Contemporary Museums In China Under The New Media Environment

With the progress of science and technology,the improvement of living standard,people pay more and more attention to the absorption of spiritual culture.In recent years,the public demand for museums is increasing,and the museum is gradually entering the "golden opportunity period" of museums with the support of national policies.The number of museums has been increasing year by year,the number of visitors to museums has been increasing,and the development of new media technology has made the communication channels of museum image more diversified.Image transmission based on the museum as the research subject,"after 90" group as the main research object,from the perspective of the museum itself as a media and museums with other media platform for information dissemination Angle,to explore the factors of influence the spread of the museum image,and image communication effect of museum is analyzed,combining with the audience's cognitive and opinions,communication strategy for the development of China's contemporary museum.This paper is divided into three main parts: the first part introduces the image of the museum building,and put forward the museum image consists of content structure and external form,public service,combed the museum image communication channels at the same time,the transmission channel can be divided into the museum official channels and other museum official channels,and the two transmission channels to carry out specific analysis on the characteristics of all kinds of media;The second part integrates the results of the audience survey.By sending questionnaires to the "post-90s" group,the author understands the cognition and attitude of the young audience towards the image of the museum.The third part explore the factors affecting the museum image communication effect,"5 w" transmission mode can be used to explain communicators,communication content,communication media,the audience at the museum how communication effect of dissemination activities play a role,and the front part of the audience characteristics analysis summed up the contemporary museum image communication strategy.