博物馆公众形象的舆情分析——以中国国家博物馆2020—2022年公众舆情反馈信息为例

Public Opinion Analysis of the Public Image of Museums:In the Example of Public Opinion Feedback on the National Museum of China from 2020 to 2022

博物馆公众形象的维护与提升,对增强博物馆的核心竞争力,提升博物馆的经济效益和社会效益具有重要作用。舆情管理是博物馆公众形象维护的重要组成部分。中国国家博物馆舆情管理工作团队与第三方网络舆情监测平台合作,逐步建立起7×24小时舆情监测和报告体系,通过多种渠道对舆情进行监测,收集公众对本馆公众形象的反馈评价等公众舆论信息,并生成舆情监测报告。本文对得到的信息数据进行分类总结,并按类别、比重进行梳理及统计分析,探讨公众舆情对博物馆公众形象的认知和影响,以及舆情监测管理和舆情数据分析在博物馆公众形象的维护与提升中的作用。

The maintenance and promotion of the museum public image plays an important role in strengthening the core competitiveness of the museum and improving its economic and social benefits.Public opinion management is part and parcel of the public image maintenance.The public opinion management team of the National Museum of China cooperates with the network public opinion monitoring platform to gradually establish a 24/7 public opinion monitoring and reporting system to monitor the public opinion through various channels,collecting public opinion information such as public comments and evaluations on the public image of the museum and generating reports.This article conducts statistical analysis of the obtained information data by their category and weight to explore the cognition and infuence of public opinion on the public image of the museum,and the role of public opinion monitoring management and public opinion data analysis in the maintenance and promotion of the museum public image.