A Study On The Cultural Communication Of Museums' WeChat Public Accounts

The development of new media has changed the mode of communication in the era of traditional media,and "Internet +" has added new impetus to the development of all walks of life.In keeping with the development trend of The Times,museums expand communication channels,create a new cultural communication mode of "Internet + Museum",and use new media technology to benefit more people with cultural achievements.The construction of We Chat public platform for museums has become an important part of building a "digital museum",which is of great significance for serving the public and spreading cultural information.As the most representative museum in China,the Palace Museum,with its rich collection of cultural relics and profound historical and cultural deposits,is an important carrier of inheriting traditional Chinese culture.With the advent of the era of new media,the Palace Museum has actively innovated communication methods to create a "Palace Museum on the Palm".It has changed its lofty and serious image in the past,and formed a "down-to-earth" and "lovely" image of the people.It has become a typical representative of the development of new media for the museum.As the official We Chat official account of the Palace Museum,"Micro-Palace Museum" plays an important role in spreading traditional culture and providing service information to the public.The development experience and existing problems of Micro-Palace Museum can provide some enlightenment for the cultural communication of other museum We Chat official accounts.In this paper,520 samples were selected from the We Chat official account of "Forbidden City" from January 30,2014 to September 30,2020.SPSS software was used for statistical analysis and text analysis was used.From three aspects of We Chat official account text push management,push content and interaction situation,this paper explores which factors will affect the reading volume of We Chat official account content production end.In order to analyze the content production end of the communication effect of the relationship.Then the data analysis was carried out.Through single-factor variance analysis and independent sample t-test,it was found that the source,presentation form,article location,title production,content theme,language style and message response volume of the "micro-palace" push content had an impact on the reading volume,while the push time and interaction mode had no impact on the reading volume.Combined with the in-depth interview method,this paper makes an in-depth study of the factors influencing the cultural communication of the museum's We Chat official account,and summarizes the current problems of the "Micro-Forbidden City" according to the interviews with 27 interviewees:Too much commercial propaganda occupies the space of cultural communication,and the proportion of cultural themes is unbalanced.Part of the content is superficial,the expression way of excessive entertainment deconstructs the traditional cultural connotation,and the excessive pursuit of reading leads to the title party and low response rate of messages.According to the problems,the author provides optimized countermeasures for the cultural communication of the museum's We Chat official account to improve its influence,that is,to produce original and high-quality content and reduce commercial publicity;Enrich the types of cultural themes;Balancing academic and accessible language styles;Activelyassume social responsibilities and spread positive energy;Presenting multimedia composite texts based on a professional team;Innovate interactive mode and actively reply to the audience.It provides reference for the future museum We Chat official account cultural communication,and promotes the effective communication of traditional culture on the museum We Chat platform.