博物馆微信公众号量化指标与文化传播效率研究——以陕西历史博物馆为例

Research on Quantitative Metrics and Efficiency of Cultural Communication of Museum WeChat Public Accounts:An Analysis Based on the Shaanxi History Museum

在数字时代与文化强国的背景下,媒介技术对我国博物馆文化传播形式产生了巨大影响。本文运用定量分析方法,对如何利用陕西历史博物馆微信公众号实现扩大文化传播效率与效能的有机统一进行探讨,以微信公众号逐月总阅读量及文物介绍类目的推文阅读量为数据量化指标,探究其两者之间是否存在线性关系,提出博物馆公众号运营改善策略,对博物馆以微信公众号作为主要抓手来扩大文化传播效率这一关键问题提供借鉴。

In the context of the digital age and construction of a culturally strong nation,media technology has greatly influenced the forms of cultural dissemination in Chinese museums.This paper applies quantitative analytical method to investigate how the WeChat public account of the Shaanxi History Museum achieves an organic unity of maximizing efficiency and effectiveness in cultural dissemination.By using the total monthly reading volume and the reading volume of posts introducing artifacts as quantitative metrics,the paper investigates whether a linear relationship exists between them.It also proposes strategies for improving the operation of museum WeChat accounts,providing insights for enhancing cultural dissemination through this WeChat platform.