Research On The The Communication Characteristics Of Museum Cultural And Creative Products

Museum originated from the temple of MUSES in Ancient Greek period,and has become a public cultural institution in modern to collect,display and study cultural relics.In recent years,the scale and number of visitors of the museum have been constantly increasing,and the cultural and creative products of the museum display the museum culture in the form of souvenirs and derivatives.Under social backgrounds like cultural policy support,the upgrading of consumption patterns,cultural confidence and self transformation,museum of domestic hundreds of have developed a variety of series of culture creative products into the market.In 2017 the Palace Museum had product revenue of over 1.5 billions "phenomenal" industry operation mode.More and more young audiences like to collect cultural and creative products and use it.According to the new cultural and creative consumption trend report in 2019,more than 100 millions users of Taobao and Tmall museum flagship stores are members of the "post-90s".The cultural and creative products representing the museum culture are making the ancient and heavy historical civilization relate to the living scene of modern people and playing an important and positive role in the communication of Chinese culture.Nowadays museums are increasingly involved in cultural activities,and are active in TV screens,social media and e-commerce platforms.The communication of museum culture is gradually incorporated into the discourse framework of media and communication.By combining theories with cases,this paper adopts the methods of literature analysis,content analysis,case analysis and field investigation to analyze the communication characteristics,communication functions,and deficiencies in the communication problems of museum cultural and creative products.The paper is composed of six parts.On the basis of summarizing the communication characteristics and rules of the research object,the paper finds out the shortcomings in the communication process in the new media environment,and puts forward some suggestions for the improvement of the communication.The first part is the introduction,including the background of the topic and the significance of the research,the definition of important concepts,the domestic and foreign research review,research questions and research methods.It provides clear research objectives,research paths and theoretical basis for the writing of the following articles.The second part analyzes the medium characteristics of museum cultural and creative products from the media attributes,symbol use and meaning transmission and interaction with the audience to form a common meaning space.The author uses Innis's media bias theory,McLuhan's media theory and Pierce's semiotics theory to discuss the media properties of museum cultural and creative products.Cultural symbols are used to convey meaning in the development and design of products.The cultural and creative products of the museum interact with the active and creative audience to form a common space of meaning.The third part is to summarize the communication function of cultural creative products,including the extension function of cultural communication.The educational function of popularizing traditional culture to the audience;Cultural interpretation of text,images and emotions;The function of creating cultural space in the communication channels of e-commerce platform,media convergence carrier and physical store.The fourth part points out the shortcomings in the communication process of cultural and creative products in the museum,including the "show MOE" style high-frequency and the excessive entertainment of intemet topics caused by "noise"and communication gap.The imbalance of online and offline communication space and the marginalization of middle-aged and old audiences lead to a single communication channel and the solidification of audiences.The low innovation degree of product carrier and the low matching degree of creativity,which reflect the crisis of homogenization of cultural and creative product design and the mediocrity of creativity.Ignoring the "feedback" information of the audience is manifested by the low degree of audience participation and the lack of feedback mechanism.In the fifth part,from four aspects of communication content,communication way,communication effect and communication mode,the author proposes the improvement of communication strategies of cultural and creative products in museums,including absorb characteristic culture and flexible use of media technology;bridging the digital divide and media functions complement each other;respecting historical connotation and guarding against excessive entertainment.seek value identity,perfect lies in harmony and unity.The sixth divided into conclusion,to review the summary of the full text,the author on the basis of the theory of five elements of communication,media environment,and the theory of semiotics communication theory analysis museum cultural product features such as creative research results,further suggested that the museum as the main transmission need to attach importance to the transmission function of the museum cultural products,and stick to the importance of cultural products in the presence of commercial culture.As a medium,museum cultural and creative products are the carrer of museum information transmission and the cultural symbol of the museum.Relevant active agents should attach importance to the museum communication and the communication function of museum cultural and creative products in the new media environment,recognize the public value,and enhance the public awareness of the protection of cultural heritage and the participation of museum community activities by virtue of the communication ability of museum cultural and creative products.This paper provides new perspectives and new ideas for museums at home and abroad to explore the cultural communication of museum cultural and creative products in the new media environment,so as to achieve the sustainable development of museum cultural communication and economic revenue,and further promote the prosperity and progress of social and cultural economy.