智能媒体时代,打造文博行业有效传播的“破圈”之路——以第九届“博博会”构筑融媒传播生态链为例

Create an Effective Communication Path for Culture and Museum Industry to "Make Itself Known Outside of Fixed Circle" in the Era of Smart Media:A Case Study of 9th MPT-EXPO in Building an Ecological Chain of Convergence Media Communication

2022年9月1日至4日,第九届“中国博物馆及相关产品与技术博览会”经历了4天的精彩绽放后圆满落幕,在展览面积、参展单位、参观人数、配套活动、媒体传播、阅读触达率等方面均超越往届,创出历史新高。本届“博博会”创新性地开展了“豫”见新时代的博物馆:创新、发展、传承——全国主流媒体“100小时·直击博博会”融媒传播活动,将“沉默”的文物与“视频天下”的平台有机结合,打造了一条“有效传播”的“破圈”之路,从策划、构思、制作、传播与实施等方面,为文博盛会有效传播的创新与发展提供借鉴和思考。

From September 1 to 4,2022,the 9th"Chinese Exposition of Museums and Relevant Products and Technologies"(MPT-EXPO)came to a successful conclusion after four days of wonderful exhibitions,surpassing previous sessions and setting new records in terms of exhibition area,exhibitors,number of visitors,supporting activities,media communication,reach of reading,etc.This year’s"MPT-EXPO"innovatively carried out a Convergence Media Communication with the theme of"Encounter Museums of a New Era in Henan:Innovation,Development and Inheritance",which was directly covered by national mainstream media for 100 hours in a row.By combining the"silent"cultural relics with the"video world"platform,the communication activity effectively created a path for"making the museum industry known outside of fixed circle".The entire process from planning,conception,production,communication to implementation has brought enlightenment and references to cultural and museum expos in achieving innovative and effective communication.