内容、形式、效果:LAM视角下微信推文的质量比较与提升策略  

Content,Form and Effect:Quality Comparison and Improvement of WeChat Tweets from LAM Perspective

作　　者：任越[1,2] 焦俊杰 REN Yue;JIAO Junjie(School of Information Management,Heilongjiang University,Harbin,Heilongjiang 150080;Research Center for the Development of Archives,Renmin University of China,Beijjing 100872)

机构地区：[1]黑龙江大学信息管理学院,黑龙江哈尔滨150080 [2]中国人民大学档案事业发展研究中心,北京100872

出　　处：《档案学刊》2024年第5期1-15,共15页Academic Journal of Archives

基　　金：2022年国家社会科学基金项目“少数民族档案文化传承保护与创新交融研究”(22BTQ085)研究成果。

摘　　要：图书馆、档案馆、博物馆作为公共文化服务设施,肩负着提供高质量文化服务和文化产品的使命与责任。近年来,图书馆、档案馆、博物馆以微信公众号推文为工具开展公共文化服务,但是在数字时代背景下微信公众号推文也面临着交互不足、模式单一等问题,亟待转型升级。本文将9个公共文化机构的微信公众号推文作为研究对象,运用多样的方法对图书馆、档案馆、博物馆的微信推文内容、推文形式和传播效果进行研究,总结产生差异的深层次原因,最终发现LAM视角下微信推文的内容质量重于外在形式,因此要面向数字时代重塑LAM微信公众号的功能定位,创作数字态文化服务和文化产品,改变LAM微信推文的传播模式。As public cultural service facilities,libraries,archives and museums shoulder the mission and re-sponsibility of providing high-quality cultural services and products.In recent years,libraries,archives and museums use WeChat public account tweets as tools to carry out public cultural services.However,in the context of the digital era,WeChat public account tweets are also faced with problems such as insufficient in-teraction and single mode,which are in urgent need of transformation and upgrading.This paper takes the WeChat public account tweets of 9 public cultural institutions as the research object,uses various methods to study the contents,forms and communication effects of WeChat tweets of libraries,archives and museums,and summarizes the deep-rooted reasons for the differences.Finally,it is concluded that the content quality of WeChat tweets from the perspective of LAM is more important than the external form.Therefore,it is nec-essary to reshape the functional positioning of LAM WeChat public accounts for the digital era,create digital cultural services and cultural products,and change the communication mode of LAM WeChat tweets.

关 键 词：LAM 微信推文 公共文化机构 

分 类 号：G273[文化科学—档案学]