博物馆新媒体矩阵的建构与多维度传播——以湖南博物院为例

The Construction of Museum New Media Matrix and Multi-dimensional Communication——A Case Study of Hunan Museum

在媒介融合大背景下,国内博物馆行业积极利用新媒体平台拓宽传播渠道,不少一级博物馆借助微信公众号、微博、抖音、网站等新媒体平台,建立了一个相对完整的新媒体传播链条,逐步打造了多维度、立体式的新媒体传播矩阵。本文通过梳理十余年来湖南博物院在各类新媒体平台的建设、运营情况,从新媒体矩阵化传播的四个维度,探究湖南博物院新媒体矩阵建设现状、传播策略以及实践中产生的思考。

Against the background of media convergence,domestic museums have actively used new media platforms to broaden their communication channels.Many first-class museums,with the help of such new media platforms as WeChat Official Account,Microblog,Tik Tok and websites,have established a relatively complete new media communication chain and gradually built the multidimensional and integrated new media communication matrix.By combing through the construction and operation of various new media platforms of the Hunan Museum in the past ten years,this paper explores the current situation,communication strategy and practice of the Hunan Museum’s new media matrix construction from the four dimensions of new media matrix communication.