Communication Research Of The Palace Museum Image Based On Douyin Platform

The Palace Museum is known as the inheritor of China’s excellent traditional culture,and in recent years it has rapidly become a popular cultural and travel destination with its distinctive historical and cultural resources.This paper takes the image of the Palace Museum on the Douyin platform as the object of study,and focuses on the transformation of the image of the Palace Museum in the Internet era.As the benchmark representative of domestic netcelebrity museums,the dynamics of the Palace Museum have typical reference value for domestic museum image communication.The Douyin platform,as a new social media in China,provides a new path for the Palace Museum to communicate its image.With the rise in popularity of the ’national trend’ in China,a number of net-acclaimed museums have emerged,including the Palace Museum and the Henan Museum.From the museum’s own perspective,the development of new positions on the Douyin platform is conducive to the discovery and export of excellent museum cultural research results,and the use of the Douyin platform’s 800 million daily active users to spread the scope of image dissemination.For the public,the Douyin platform can help users to ignore the time and space constraints of museums and travel to the Forbidden City anytime,anywhere in the internet environment and in the cloud.In terms of social value,it spreads the positive image of the Palace Museum,while meeting the spiritual and cultural needs of the public,achieving a win-win situation.However,the process of opening up new positions for the Palace Museum on the Douyin platform did not happen overnight,and the integration of new media with the internet is full of opportunities and challenges for the cultural and museum industry,which requires a positive view of the development of new internet technologies and platforms.This paper examines the following four aspects of image communication on the official account of the Palace Museum on the Douyin platform.Firstly,we clarify the meaning and logic of image communication,the Palace Museum,the audience and the Douyin platform,sort out the image communication process of the Palace Museum,identify the interactions and connections between the various parts,and clarify the role and value of the communication subject,the content and the audience in the image communication life cycle.Secondly,the interdisciplinary research results of communication,journalism,image studies and museology were used to analyse the game relationship between the Palace Museum and its audience,and to summarise the functions and audience needs of the Palace Museum on the Douyin platform through a questionnaire.Thirdly,the official account of the Palace Museum on the Douyin platform,"Show you the Palace",was used to collate and classify the images disseminated by its short video content,and to select typical cases for analysis.Finally,based on the above research,we summarise the current situation of the image dissemination of the Palace Museum on the Douyin platform,identify shortcomings and propose solutions to provide constructive cases for reference for major museums in China.