| 摘要: |
| 本文通过梳理国内外博物馆社交媒体应用的相关研究,发现国外研究主要聚焦于社交媒体对博物馆权威影响的探讨、博物馆社交媒体应用情况的综合分析、社交媒体促进博物馆教育的策略应用、社交媒体对博物馆管理的影响、行业社交媒体应用指南的发布,这些主题从分析社交媒体应用的可行性到观察应用效果,再到思考应用影响、提出初步的应用规范。而国内研究主题明显分为三个时段,即以借鉴启示为主的萌芽阶段、以传播营销为主的实践阶段、博物馆核心职能实践与探讨阶段,整体上更关注社交媒体应用的正面效应。相对而言,国内博物馆社交媒体应用研究主要集中于传播和营销,特别关注现象级博物馆社交平台运营策略；在国内各类博物馆社交媒体应用的定量研究中,研究对象类型比较单一；少部分研究关注社交媒体与博物馆教育等核心功能及相关管理机制的影响,但极少关注如何规范社交媒体的运营以确保博物馆的权威性和可信度。 |
| 关键词: 场馆 社交媒体 新媒体 教育 A Review of Researches on the Application of Social Media by Museums at Home and Abroad Luo Luo Li Jihong |
| DOI： |
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| A Review of Researches on the Application of Social Media by Museums at Home and Abroad |
| Luo Luo,Li Jihong |
| () |
| Abstract: |
| This paper reviews the researches on the application of social media by museums at home and abroad. It is found that studies abroad mainly focus on some topics, such as the discussion of the social media influence on museum authority, the comprehensive analysis of the application of social media by museums, the strategies application of social media promoting museum education, the social media influence on museum management, and the publication of industry guidelines for social media application. These topics range from analyzing the feasibility of social media applications to observing their effects, then to thinking about their impact and proposing preliminary application specifications. On the other side, domestic research topics can be obviously divided into three periods:the embryonic stage focusing on drawing inspiration, the practice stage focusing on communication and marketing, and the practice and discussion stage of museums' core functions. In general, more attention is paid to the positive effects of social media applications. Compared with researches abroad, the domestic researches mainly focus on communication and marketing, especially on phenomenal operation strategies of the social media platform of museums. In the quantitative researches on the social media application in domestic museums, the types of research objects are relatively scarce. A few studies focus on the impact of social media on the museums' core education function and related management mechanisms, but few focus on how to regulate the operation of social media to ensure the authority and credibility of museums. |
| Key words: venue, social media, new media, education |
