博物馆形象塑造与媒体沟通的关系解读——以浙江省博物馆为例

Museum Image Shaping and Media Communication:A Case from Zhejiang Provincial Museum

近年来,博物馆逐渐被视为通过展现历史、文化、艺术信息来诠释人类文明的知识殿堂,肩负着服务大众的历史使命。博物馆形象的塑造,不但影响自身工作是否顺利实施,更关乎其社会服务使命是否有效履行。博物馆良好形象的树立,除依赖本身的努力以外,离不开大众媒体这一重要媒介,大众媒体已日益成为公众获取和传递信息的重要渠道,而它们所具有的特点亦恰好与博物馆形象树立过程中信息推广的要求不谋而合。从浙江省博物馆近年来成功的媒体沟通案例可知,博物馆合理地运用媒体、与公众建立沟通的桥梁,可推动媒体和博物馆之间形成互动双赢的关系。

Museums are increasingly regarded as a palace of knowledge where histories, cultures and arts are presented to interpret human civilization and an institution with the mission to serve the public. The image of the museum influences the conduction of its work and the completion of its mission. To shape a good public image, mass media are crucial. Mass media are important channels for the pubic to gain and spread information, which is needed in the process of the museum to build its image. A case study from Zhejiang Provincial Museum regarding its practices in connecting the public through media reveals that a winwin situation can be achieved through effective communication and interaction between the museum and mass media.