Research On Digital Communication Of Sanxingdui Museum Brand From The Perspective Of Affordance Theory

From 1905 to the present,China’s museum industry has developed over a century,and the number of museums has exceeded 5,400.In the 21 st century,with the increasing public demand for cultural consumption,"museum fever" has been on the rise,and museums around the world have begun to promote a new round of brand building,with the National Palace Museum,Dunhuang Museum and the Sanxingdui Museum being prominent representatives.On the one hand,traditional museums are seeking to transform intelligently with the support of digital technology;on the other hand,various online and offline scenario integration,real virtual interaction,etc.,break the long-standing static communication mode of traditional museums centered on cultural relics and accelerate the "digital" communication of museum brands characterized by multimodal interaction.This paper takes the Sanxingdui Museum as the research object and applies the theory of media affordance to study its brand communication.The paper is divided into seven parts.The first part is the introduction,which describes the background,significance,and innovation of this paper,clarifies the relevant research methods and ideas,composes the literature review according to the research theme of "brand communication of the Sanxingdui Museum in the context of digital technology",analyzes the research results of domestic and foreign heritage museums and their brand communication as well as the media affordance theory.The research framework of this paper is proposed by analyzing the research results on heritage museums and their brand communication at home and abroad as well as the media availability.Chapters 2 to 5 analyze the current situation and strategies of digital communication of the brand of the Sanxingdui Museum through case studies,field research,and in-depth interviews in three dimensions.The study finds that technological changes have accelerated the digital communication of the Sanxingdui Museum and expanded the new space for brand communication,but the digital communication of the Sanxingdui Museum brand has problems of insufficient digital brand construction,weak production of quality media content,and limited motivation of users in terms of information product affordance;social affordance has problems of "social presence In terms of social affordance,there are problems of "social presence" and lack of social relationship management;in terms of mobile affordance,there are problems of insufficient fit between content delivery and immersive reading,and the adaptability of content presentation and mobile communication needs to be improved.In response to the above problems,this paper proposes digital communication tools such as revitalizing the cultural resources of the Sanxingdui Museum,enhancing user participation,integrating modern digital technology,optimizing user interaction,and adapting to the characteristics of mobile communication.This paper explores the digitalization path of brand communication for heritage museums,and provides a research perspective and practical reference for future brand communication of heritage museums in the context of digitalization.