基于5W大众传播模式的中国大运河博物馆传播策略研究-中国名城

文章信息/Info

Title:: Research on Communication Strategies of the National Museum of the Grand Canal of China Based on 5W Mass Communication Mode

作者:: 田德新; 况芳; 马倩; 田德新，扬州大学外国语学院特聘教授，扬州大学大运河研究院研究员，博士；况芳，扬州大学外国语学院硕士研究生；马倩，扬州大学外国语学院硕士研究生。

Keywords:: digitalized information media; the National Museum of the Grand Canal of China in Yangzhou; Lasswell’s communication model; communication strategies of museum

摘要:: 随着技术的更新换代，注重联通人体视听触摸等多种官能的数字信息化媒介得到广泛应用。因此，博物馆的功能随即发生重大变化。在中国大运河文化带建设的背景下，如何有效传播大运河文化是大运河沿线相关博物馆亟需解决的问题。以拉斯韦尔传播模式为理论框架，通过对运河类博物馆概况和其传播策略文献的梳理以及对扬州中国大运河博物馆的现场考察，发现博物馆传播模式与大众传播模式具有许多相同之处，可以互鉴互惠。在此基础上提出建议：第一，整合大运河文化资源，打造特色地域文化传播优势；第二，借力数字化传播媒介，给予观众独特互动体验；第三，以受众为中心进行多维定位，讲好大运河故事。

Abstract:: With the upgrading of technology, digital information media focusing on connecting human body audio-visual touch and other functions have been widely used. As a result, the functions of museums have changed significantly. Under the background of constructing China’s Grand Canal Cultural Belt, how to make full use of modern media technology to effectively disseminate the culture of the Grand Canal of China has become an urgent problem for related museums along the Grand Canal of China. Taking the Lasswell’s communication model as the theoretical framework, the authors have sorted out canal museums’ general situation and the museums’ existing literature on culture dissemination strategies, and carried out a series of on-site observations of the National Museum of the Grand Canal of China in Yangzhou, finding that the museum’s dissemination patterns are similar to those of mass communication, which can benefit from each other. As a result, the following suggestions are made: first, integrate the cultural resources of the Grand Canal of China to create the advantages of regional cultural dissemination; second, leverage digital media to give audiences a unique interactive experience; and finally, implement multi-dimensional positioning with the audience as the center to tell the stories of the Grand Canal of China well.