考古遗址博物馆在社会化媒体中的传播——基于新浪微博的分析  

The Social Media Communication Vision of Archaeological Site Museums:An Analysis of Sina Micro-blog

作　　者：李乃舒 黄洋 Li Naishu;Huang Yang(Zhongyuan University of Technology,Zhengzhou,450007;Shanghai University,Shanghai,200444)

机构地区：[1]中原工学院,郑州450007 [2]上海大学,上海200444

出　　处：《博物院》2023年第5期36-42,共7页Museum

基　　金：2021年度国家社会科学基金青年项目“考古成果的博物馆化解码与传播研究”(项目批准号:21CKG025)阶段性成果。

摘　　要：微博是重要的社会化媒体。当下,考古遗址博物馆越来越多地运用微博与观众建立联系。研究分析六家考古遗址博物馆在新浪微博上的相关信息,发现其官方账号主要发布四类信息,即知识介绍、事实变动、用户互动、关注热点与公共节日。各类行动者在微博场域中,通过转发和留言激发影响力。未来考古遗址博物馆的微博运营,可以用贴近当代人生活、心理的话语活化考古遗址、考古出土文物和考古学文化,运用话题标签组织讨论并与多元传播主体互动,打造社群的同时建立完善的新媒体平台体系,做到非营利性与营利性、专业性与通俗性的统一。Micro-blog is an important social media platform helps archaeological site museums reach audiences.This study analyzed the relevant information of six archaeological site museums on Sina Micro-blog,found the information from official accounts mainly include knowledge,news,interaction with other accounts,social hot spots and public festivals.Various actors stimulate their influence in the micro-blog through forward messages and follow-up comments.In the future,the archaeological site museums can activate archaeological sites,archaeological unearthed relics and archaeological cultures with discourse that are close to contemporary life and psychology,organize discussions and interact with multiple micro-blog users by using hashtags,building a community and establishing a sophisticated social media platform system,so as to achieve the unity of commerciality and publicity,professionalism and popularity.

关 键 词：考古成果 博物馆传播 内容分析 文本分析 微博话题 

分 类 号：G206[文化科学—传播学] K878-28[历史地理—考古学及博物馆学]