新媒体视角下博物馆关系传播体系建设策略

Systematical Construction Strategy for Museum Relational Communication in the Perspective of New Media

博物馆与观众之间的关系及其黏性是博物馆传播的核心价值,新媒体技术背景下以双向性、互动性、多样性、对话性、辩证性、目标性为特点的博物馆关系传播应采用增强双向性与对话性的不确定性递减、提高关系双方平等性的外进与内出、强调机制性和系统性的SECI知识传播、重视主客体关系辩证性的完善性传播、提高关系传播黏性的个性传播、增强关系传播有效性的复调叙事、加强关系传播稳定性的隐私管理等策略,深入挖掘博物馆藏品在关系传播中的巨大潜能,增强博物馆作为关系传播者的数字素养,提升数字化关系传播能力,建立以"对话"为目标的关系传播平台,提升博物馆关系传播能力,理性采用新媒体,打造博物馆与观众常态化的新型关系传播模式。

Relation and its adherence between museum and its visitor is the key value for museum communication.With the characteristics of bidirection,interaction,diversification,dialogue,dialectic,and purpose,museum relational communication is build on the strategies of decreasing uncertainty,insider and outsider,SECI knowledge generation,complex polyphony,privacy management so as to strengthen the relation of both sides.Four approaches take the priorities:to dig the huge potentials of museum collection for relational communication,to promote the digital confidence of museum professionals as communicators,to enhance the capacity of building digitized ties and to set up a dialogue-oriented relational communication platform.Aiming at increasing the relational communication capabilities,a proper new media supplemental system is the first consideration,which could rebuild a sustainable communication route for museums.