中国公共博物馆的“再媒介化”实践——以三大博物馆抖音官方账号为例

“Remediation”Practice of Chinese Public Museums:A Case Study of Official Douyin Accounts of Three Major Museums

公共博物馆作为现代社会重要的“文化装置”,承担着向公众进行文化传播的重要使命。博物馆的新媒体传播模式意味着把博物馆本身作为一种大众文化传播媒介,在保留其媒介特性的基础上与新时代媒介进行融合——博物馆的“再媒介化”。研究选取中国人民革命军事博物馆、故宫博物院、中国国家博物馆的抖音官方账号,对其发布的视频内容进行文本分析,深入探讨其在短视频平台的具体传播实践以及如何结合博物馆原有的内容与传播特性进行“再媒介化”的过程。结果表明,中国人民革命军事博物馆以革命历史和军事知识作为基础文本,知识专精性强,采用专业化与生活化兼具的文本表达,体现了“直接性”特征;故宫博物院展览以复古的精英美学价值及生活方式为特色,采取了大众化与娱乐化的叙事逻辑,其制作的精美短视频推动了线上传播与线下体验的相互建构,展现了“超媒介性”的特征;中国国家博物馆以“国之重器”的珍贵藏品为特色,然而,具有“碎片化”特性的短视频平台尚未全面展示传统的脉络化线性叙事逻辑,存在未来创构新的表现方式的空间。

As an important“cultural apparatus”in modern society,public museums bear the important mission of facilitating cultural communication among the public.The new media communication model of museums implies the integration of museums,as a mass culture communication medium with the new age media on the basis of retaining their media characteristics,i.e.the“remediation”of museums.The study selects official accounts of the Military Mu-seum of the Chinese People’s Revolution,the Palace Museum,and the National Museum of China on the Douyin plat-form,and based on a text analysis of their video content,discusses their specific communication practices on the short video platform and how to achieve“remediation”based on their original content and communication characteristics.The study shows that the Military Museum takes revolutionary history and military knowledge as the basic text,which is highly specialised,and adopts living and dynamic visual expression,reflecting the characteristic of“immediacy”;the Palace Museum holds exhibitions featuring the aesthetic values and lifestyle of the ancient elite and adopts a popu-lar and entertaining narrative logic to make short videos,promoting the mutual construction of online communication and offline experience and demonstrating the characteristics of“hypermediacy”;the National Museum of China is characterised by its valuable collections of“national treasures”,and the short-video platform featuring content frag-mentation has not yet fully demonstrated the traditional contextualized linear narrative logic,so there is room for crea-ting new ways of expression.