社交媒体时代的博物馆信息传播——以徐州博物馆为例

社交媒体时代下互联网与手机应用等新媒体技术的兴起,构建出覆盖全球的信息网络,以博物馆为锚点的连接,辐射向更广阔的文化景观与观众群体。社交媒体为一些鲜少涉足博物馆的潜在观众群提供了多种渠道互动沟通的可能。从社交媒体与受众群体的内容和特点入手,可将博物馆社交媒体的运营模式分为平台型、社群型和泛在型三类。从徐州博物馆与国内外博物馆在这一领域的实践探索来看,社交媒体在博物馆信息传播中已有一定的创新应用,收到较好效果,但也面临新的挑战。

Information Dissemination of Museums in the Social Media Age:Xuzhou Museum as a Case Study

The rising new media technologies such as internet and mobile phone applications in the so-cial media age forms a global information network,which,with museums as the nodes,extends its radiation to a broader spectrum of cultural landscapes and audience groups.Social media provide a variety of channels of communications and interactions for those who rarely visit museums,the"non-core"audience.The oper-ating modes that museums use social media may be divided into three categories: platforms,social communi-ties,and ubiquitous type.From the practical exploration of Xuzhou museum and other museums in this field,social media has certain innovative application in museum information dissemination,and it also faces new challenges.