Research On The Online Communication Strategy Of The National Art Museum Of China From The Perspective Of Social Media

Art galleries are undoubtedly of great significance to human society.Culturally,art museums have preserved and continued the abundant fruits of human art civilization and shaped the unique cultural context of human society.Economically,the art museum is a link in the cultural industry that is in the wind.On the social level,art galleries also play an important role in aesthetic education and concept condensation.Due to the increasingly important role of art museums in human society,all countries attach great importance to art museums,and vigorously promote the construction of this humanistic project through various policies,including the operation of museums,optimization of exhibition presentation and data sharing.However,such construction is mostly optimized around the entity of the museum itself,which is undoubtedly insufficient.Right now,social media,bring the rule of information transmission and the information dissemination environment of great change,under the new characteristics of the social media,art gallery of communication activity than other understand social media logic for the spread of the main body is weak,while the UGC,PGC,MGC build information explosion environment,also in shunt audience only attention.When mobile terminals promote the media survival of the audience and make the Internet the core source of information for the audience at present,the "aphasia" and "absence" of the art museum on various social media undoubtedly make it face the challenge of "the fragrance of wine is afraid of the depth of the street".Therefore,when it comes to the construction of art galleries,we can no longer just look at the hard dimensions such as the number of collections and architectural design.Its communication power on social media should also be considered as an important dimension to judge whether museums can achieve social and economic benefits.This is also the requirement of the "new museology" for art museums after it shifted its focus from "things" to "people".Based on such background,the theoretical level,based on the study of the art museum in the spread of social media activities as the breakthrough point,through the "gallery" related research results at home and abroad were reviewed and comb summary,and in reference to the new museum,after learning,social media,and many other theories of art gallery,"the art of public information dissemination subject" the identity are discussed in this paper,to a certain extent,fill the gaps in the academic circles on this issue.On the practical level,this paper also follows closely the communication status of art museums in the era of social media,and makes clear why Chinese art museums should communicate in the era of social media from five aspects,namely,theory,politics,economy,society and technology.And the study found that social media has with its transmission channel more audience network,delivering content more populist,lightweight,content of form is more interaction,etc.,to the deconstruction of the original communication paradigm of art gallery,puts forward the gallery there is communication channels in the spread of conformism,content on the significance of the lack of common and audience space,operation on such problems as lack of user viscosity.In order to better solve the spread of art in the age of social media,this article also from the disseminator,audience,communication content,media,four dimensions,in combination with art gallery,the propagation characteristics of the main body,are proposed for the gallery propagation force,the influence of some operational optimization strategy,hoping to strengthen the competitive power of the China art gallery,optimize its operation state,further improve the social benefit and economic benefit of our country’s art gallery.