专题介绍：新媒体与博物馆文化传播
编者按：
随着互联网和数字技术的进步，新媒体不断出现，丰富了传播形式，拓宽了传播渠道，扩大了传播范围，改变了传播关系，深刻影响着传播业态的发展。作为公共文化机构的博物馆，向公众进行文化传播是其基本职能。在实现这一职能的过程中，博物馆善用新媒体，提高文化传播影响力，殊为重要。当前新媒体迭代更新迅速，其定义尚未形成共识，博物馆运用新媒体进行文化传播处于起步阶段，许多问题有待探索与解决。本刊对博物馆应用新媒体一直持关注态度，此期专题汇集8篇论文，对诸如博物馆的新媒体应该什么样、博物馆新媒体传播模式和传统模式有何不同、博物馆新媒体的创作方式发生了怎样的变化、博物馆新媒体关系传播体系如何建设、博物馆新媒体传播趋势如何把握、博物馆新媒体文化传播内容是该减弱还是加强、新媒体对博物馆形态有何影响、博物馆新媒体文化传播权益如何得到维护、新媒体时代博物馆主体性是否需要保持等问题做了一定的探讨。博物馆人是常为新的，尽管多与古物打交道，不乏尝新、创新的勇气。拥抱新媒体，传播博物馆文化，我们在线上。
社交媒体博物馆知识传播模式与传播生态谈
Social Media Museum Communication Mode and Communication Ecology
宋向光
Song Xiangguang
（北京大学考古文博学院，北京，100871）
（School of Archaeology and Museology of Peking University, Beijing, 100871）
内容提要：传统博物馆知识传播是线性传播模式，是博物馆专业人士在科学研究基础上利用博物馆收藏进行的知识传播。互联网时代的博物馆知识传播是“平台+网格”模式，是知识发布者、知识利用者和知识体验者共同营造的网络传播模式。社交媒体平台的博物馆知识构建及传播呈现新的生态景象，博物馆工作者应作为平等的参与者积极参加，通过知识服务维护社交平台传播环境。要审慎关注社交媒体平台潜在的不确定性和局限性，消除对博物馆知识传播的消极影响。
关键词：博物馆 知识传播 社交媒体 平台网格模式
Abstract: The traditional museum knowledge communication is a linear mode, that is, the communication of museum professionals using museum collections based on scientific research. Museum communication in the era of internet is a“platform + grid”model, which is a network communication model jointly created by knowledge publishers, users and experiencers. The knowledge construction and communication of museum on social media platforms presents a new ecological scene. Museum professionals should actively participate as equal participants and maintain the communication environment on social platforms through knowledge services. It is necessary to carefully pay attention to the potential uncertainties and limitations of social media platforms to eliminate the negative impact on museum communication.
Key Words: Museum; knowledge communication; social media; platform grid mode
基于博物馆的新媒体应用——博物馆现状考察与趋势分析随想录之一
An Analysis of the Current Situation and Trend of the Application of New Media in Museums
祁庆国
Qi Qingguo
（北京市文物局，北京，100007）
（Beijing Municipal Administration of Cultural Heritage, Beijing, 100007）
内容提要：博物馆应用新媒体，用好新媒体，乃是大势所趋；网络特性、数字媒体特性的把握需要精进；数字技术带来的不仅是表达与传播方式的改变，也深刻地改变着学术研究的方式和面貌，从而有力支撑数字内容的发展。
关键词：博物馆 新媒体 公共文化服务 数字人文
Abstract: It is the general trend for museums to better use new media. This article believes that museumrelated professionals should fully grasp the characteristics of the network and digital media. Digital technology brings not only changes in expression and communication methods, but also profound changes in academic research methods, which strongly supports the development of digital content.
Key Words: Museum; new media; public cultural services; digital humanities
新媒体时代博物馆主体性的思考
Reflection on the Subjectivity of Museums in the Times of New Media
徐玲 范洁帆
Xu Ling Fan Jiefan
（郑州大学考古学系，郑州，450001）
（Department of Archaeology, Zhengzhou University, Zhengzhou, 450001）
内容提要：技术的革新改变着人类获取知识的方式。近年基于互联网技术的新媒体，同样深度影响了传统的知识服务模式。大量新媒体在博物馆实践中的运用，在提升博物馆收集、创造及传播知识服务能力的同时，对博物馆的主体性也带来了一定影响。
关键词：新媒体 博物馆服务 博物馆主体性
Abstract: Technical renovation is transforming the way people acquire knowledge. In recent years, the new media based on Internet technology can equally profoundly influence the traditional knowledge service model. While enhancing the ability of museums to collect, create and disseminate knowledge, the adoption of a lot of new media in museum practice can also exert some effects on the subjectivity of museums.
Key Words: New media; museum service; museum subjectivity
新媒体视角下博物馆关系传播体系建设策略
Systematical Construction Strategy for Museum Relational Communication in the Perspective of New Media
杨 瑾
Yang Jin
（陕西师范大学历史文化学院，西安，710119）
（School of History and Civilization, Shaanxi Normal University, Xi’an, 710119）
内容提要：博物馆与观众之间的关系及其黏性是博物馆传播的核心价值，新媒体技术背景下以双向性、互动性、多样性、对话性、辩证性、目标性为特点的博物馆关系传播应采用增强双向性与对话性的不确定性递减、提高关系双方平等性的外进与内出、强调机制性和系统性的SECI知识传播、重视主客体关系辩证性的完善性传播、提高关系传播黏性的个性传播、增强关系传播有效性的复调叙事、加强关系传播稳定性的隐私管理等策略，深入挖掘博物馆藏品在关系传播中的巨大潜能，增强博物馆作为关系传播者的数字素养，提升数字化关系传播能力，建立以“对话”为目标的关系传播平台，提升博物馆关系传播能力，理性采用新媒体，打造博物馆与观众常态化的新型关系传播模式。
关键词：新媒体 博物馆 关系传播
Abstract: Relation and its adherence between museum and its visitor is the key value for museum communication. With the characteristics of bidirection, interaction, diversification, dialogue, dialectic, and purpose, museum relational communication is build on the strategies of decreasing uncertainty, insider and outsider, SECI knowledge generation, complex polyphony, privacy management so as to strengthen the relation of both sides. Four approaches take the priorities: to dig the huge potentials of museum collection for relational communication, to promote the digital confidence of museum professionals as communicators, to enhance the capacity of building digitized ties and to set up a dialogue-oriented relational communication platform. Aiming at increasing the relational communication capabilities, a proper new media supplemental system is the first consideration, which could rebuild a sustainable communication route for museums.
Key Words: New media; museum; relational communication
博物馆的未来，重塑“具身博物馆”新形态——从2021年世界博物馆日主题说起
The Future of Museums, Reshaping New Paradigm: A Thought About the Theme of International Museum Day 2021
王思怡
Wang Siyi
（上海大学，上海，200444）
（Shanghai University, Shanghai, 200444）
内容提要：在新冠肺炎疫情席卷全球的背景下，国际博物馆协会发布了2021年的国际博物馆日主题“博物馆的未来：恢复与重塑”，既揭开了“危”，又点出了“机”，也见证了博物馆如何从线下关闭的重创中向线上寻求生机。疫情作为一剂催化剂，加速了虚拟技术进入博物馆的步伐，同时也加速了传统博物馆转型的步伐，以物为中心的定位有必要做出相应的调整。特别地，虚拟技术的介入正在逐步改变博物馆的定义。这意味着存在两种持不同理念的博物馆：以物为中心的传统博物馆与以身体为中心的虚拟博物馆。虚拟技术使我们意识到，博物馆应当将体验置于认识之上，身体置于物之上，并实现博物馆的具身化，重构一种博物馆的新形态。
关键词：重塑 博物馆 虚拟实在 具身
Abstract: In the global catastrophe of COVID-19 pandemic, the theme of International Museum Day 2021“The Future of Museums: Recover and Reimagine”revealed the challenges and opportunities museum has faced with, while it has seen the trends how museum is seeking survival from the lockdown to online services. As a catalyst, the pandemic, to some extent, stimulates the virtual technology to step into the museum and inspires the renovation of traditional museum. Virtual technology is redefining it and makes corresponding adjustment on that foregone culture niche of museums which center on the objects. Then, two kinds of museums with different ideas are given at least in a phenomenological sense, which are the object-oriented traditional museum and the body-oriented virtual museum. Given that, virtual technology lightens us that the museum in the future might put one’s experience above the knowledge of objects, one’s here-body above the objects there, and try to reconstruct the traditional museum into an embodied mode of existence to reshape a new paradigm.
Key Words: Reshape; museum; virtual existence; embodiment
博物馆云端智慧传播初探——以中国国家博物馆实践为例
A Preliminary Study on Online Intelligent Communication for Museums: Taking National Museum of China as an Example
余晓洁 马丽
Yu Xiaojie Ma Li
（中国国家博物馆，北京，100006）
（National Museum of China, Beijing, 100006）
内容提要：2020年新冠肺炎疫情让中外博物馆不同程度按下暂停键，在全球范围或导致18%的博物馆永久性关闭，亦使得线上资源和虚拟技术与博物馆的紧密联系前所未有地加强。本文尝试梳理智慧传播与云展览现状及研究，以云展览“永远的东方红”和“手拉手：我们与你同在”全球博物馆珍藏展示在线接力活动等为例，分享中国国家博物馆在国内国际两个维度智慧传播的最新实践，分析中国国家博物馆在“十四五”开局之年对智慧传播的战略思考、总体布局和模式探索，进而对博物馆智慧传播的趋势方向进行探讨，得出启示提出建议。
关键词：博物馆 文化传播 虚拟现实 智慧传播 互动体验
Abstract: The COVID-19 pandemic, which has caused museums around the world to hit the pause button to varying degrees, may lead to the permanent closure of 18% of museums worldwide in 2020 and has also combined online resources and virtual technology with museums tighter than ever before. This article attempts to review existing researches and current situations on intelligent communication and online exhibitions, taking as examples the“50th Anniversary of the Launch of DFH-1”, which is online exhibition without a physical presence, and“Treasure Hunt Relay: Global Museum Director’s Choice”, to share the latest practices of the National Museum of China in both domestic and international intelligent communication and to analyze the strategic thinking, general layout and model exploration of intelligent communication at the beginning of the 14th Five-Year Plan period, so as to further discuss the trend of the museum intelligent communication and to obtain enlightenment.
Key Words: Museum; cultural communication; virtual reality; intelligent communication; interactive experience
IP授权模式下博物馆发展文化传播新业态的探索——以苏州博物馆为例
Exploring the New Business Format of Museum Cultural Communication in the Mode of IP Authorization: A Case of Suzhou Museum
蒋菡 郁颖莹
Jiang Han Yu Yingying
（苏州博物馆，苏州，215000）
（Suzhou Museum, Suzhou, 215000）
内容提要：本文梳理了目前博物馆IP授权发展的基本情况，详细阐述了苏州博物馆以IP授权模式开展的展览、图书出版方面的创新案例及最终取得的成效，并对博物馆开展IP授权提出了挖掘和发展有竞争力的IP内容资源、开展知识产权资产的确权与管理、规划合理的授权工作方案、加强内部资源的整合管理等方面的策略建议。??
关键词：授权 文化产业 博物馆 展览 出版
Abstract: This paper sorts out the basic situations of the museum IP authorization and its development. It elaborates those exhibitions held by Suzhou Museum that adopts IP authorization; innovative cases in the aspect of book publication; and eventually achievements. Additionally, this paper provides strategies and suggestions on museum IP authorization, including exploring and developing competitive resources about museum IP authorization, confirming and managing the assets of intellectual property rights, planning a feasible working scheme for authorization, and strengthening the integration and management of internal resources.
Key Words: Authorization; cultural industry; museum; exhibition; publication
新媒体时代文化遗产价值传播思考——以源流运动实践为例
Thinking About Dissemination of Cultural Heritage Value in the New Media Era: Taking the Practice of Wellspring Studio as an Example
王佳月
Wang Jiayue
（源流运动工作室，北京，100871）
（Wellspring Studio, Beijing, 100871）
内容提要：新媒体时代，考古成果得以更快捷、广泛地在公众中传播，但学术研究与公众日常所需知识体系、文化体验存在差异。源流运动的定位是“考古·艺术·设计”，希望进一步找到学术研究与公众文化的契合点，再进行文化遗产价值的转化和传播，线上栏目关注知识转化链条上不同阶段的成果，线下项目致力于打破考古、艺术、设计、生活之间的壁垒，通过线上和线下的交互来探索遗产价值转化模式，参与到当代中国文化的发展中。
关键词：源流运动 新媒体 文化遗产 价值转化
Abstract: In the era of new media, archaeological achievements can be spread more quickly and broadly among the public, but there are differences between academic research and the knowledge system and cultural experience that the public needs in daily life. Wellspring Studio is positioned as“archaeology·art·design”, hoping to further find out the shared concerns of academic research and public culture, so as to transform and spread the value of cultural heritage. The online columns focus on the achievements of different stages in the knowledge transformation chain, while the offline projects are committed to breaking down the barriers between archaeology, art, design, and daily life. Through online and offline interaction, we can explore the mode of heritage value transformation and participate in the development of contemporary Chinese culture.
Key Words: Wellspring Studio; new media; cultural heritage; value transformation