跨媒介叙事:媒介融合时代博物馆传播的探索方向

Transmedia Storytelling:the Exploration Direction of Museum Communication in the Era of Media Convergence

博物馆传播肩负着宣传教育的职能,并在媒介融合的时代展现出了较活跃的跨媒介潜力。面对机遇与挑战,博物馆还需要完成从跨媒介传播到跨媒介叙事的深度融合,增强对不同媒介可供性的关注,构建统一的故事世界,发挥观众的集体智慧,实现意义的扩张性而非重复性流动,把文化传承和创新发展统一到传播过程中。

Museum communication has the function of propaganda and education,and has shown more potential for cross-media in the era of media convergence.Facing the opportunities and challenges,the museum still needs to complete the in-depth integration from cross-media communication to cross-media narrative,enhancing the attention to the availability of different media,building a unified story world,and using the collective wisdom of the audience to achieve incremental rather than repetitiveness of the flow of information,unifies cultural inheritance and innovation development into the communication process.