Research On The All-Media Communication Of The Media Image Of The Museum

As an important carrier of our country's traditional culture,the Palace Museum has rich cultural resources and a distinctive media image.This article takes the Palace Museum as the research object,explores how to shape and disseminate the media image in the omni-media environment,explore the academic value of the omni-media image of the Palace Museum,summarize its successful experience,and provide reference for other domestic museums.This article analyzes the evolution of the media image of the Palace Museum since the founding of the People's Republic of China.It focuses on analyzing the communication channels and content of its all media,and believes that it focuses on shaping the media image of "national treasure","cultural exchange" and "craftsman spirit" through traditional media channels such as newspapers,books,radio and television,outdoor advertising;New media channels such as websites,Weibo and We Chat,cultural variety shows,APP,e-commerce,etc.,focus on shaping the media image of "youth-style cultural identity" and "cultural entertainment".It then analyzes its all-media communication strategy.In traditional media,it focuses on the use of modern media expression of traditional culture,the popularization of outstanding values,and the establishment of emotional identity with cultural values.In new media,it focuses on the use of personification,stories,etc.Online discourse expression and communication strategies to highlight the visual image of the adorable "net celebrity".After analyzing its all-media communication effect,it is believed that the media image of the Forbidden City is highly recognized by the audience,and the objective effect is basically consistent with the subject's pursuit.Finally,summarize the experience of all-media communication of the media image of the Forbidden City,point out its multi-subject and three-dimensional communication,symbolic and people-friendly creativity,coordinating traditional media and new media,digitalization and cultural integration,meeting individual needs,and in-depth exploration of its own cultural advantages and Cross-border cooperation,etc.,are experiences of universal significance and provide a reference for other domestic museums to use all-media to shape and disseminate media images.