符号消费视域下的博物馆集章活动研究  

Research on Museum Commemorative Stamps Collecting Activity Under the Perspective of Symbolic Consumption

作　　者：程浩宇 陈晨[1] Cheng Haoyu;Chen Chen

机构地区：[1]天津师范大学历史文化学院,天津300387

出　　处：《博物馆管理》2025年第1期83-95,共13页Museum Management

摘　　要：近年来兴起的博物馆“集章热”反映了文博事业良好的发展态势,以及观众对于博物馆的热切关注。在符号消费理论的视域下,观众集章的过程就是其消费博物馆“文化符号”,进而完成自我建构的过程。博物馆主动适应观众追求符号及情绪价值的需求,将纪念章样式和盖章流程逐步复杂化,使集章活动产生拓展参观体验、唤起在馆回忆、提供参观“仪式感”等功能。然而,部分观众跳过“在馆学习”的过程,直接获取纪念戳,使集章活动失去应有的意义。对此,博物馆应为集章活动设立“知识性”门槛,以更好地引导观众进行主动学习。The rise of"collecting commemorative stamps"in museums in recent years reflects the visitors'keen attention to museums and the good development of the cultural heritage and museum sector.Under the perspective of symbolic consumption theory,visitors engaging in stamps collecting are consuming the museums"cultural symbols"and fulflling self-construction.Museum stamps collecting activities are now tailored to meet visitors'demands for symbols and emotional value,featuring increasingly intricate designs and processes.Those activities aim to enrich visitors'museum experience,preserve their memories of the museum visit and provide them with a sense of"ritual.However,visitors often skip the process oflearning within the museum"and directly obtain commemorative stamps without acquiring firsthand museum knowledge,leading to the loss of the original significance of the activity.In this regard,museums should set up a knowledge-based threshold for stamps collecting activities,so as to better guide the audience to conduct active learning.

关 键 词：博物馆 纪念章 集章 符号消费 观众行为 

分 类 号：G266[历史地理—考古学及博物馆学]