Research On The Communication Value And Strategy Of Museum Short Video In The New Media Era

According to the statistics of CNNIC’s 50th Statistical Report on the Development Status of the Internet,"the scale of short video users in China was 962 million,accounting for 91.5%of the overall Internet users,as of June 2022."^[1]Short video Apps led by Tiktok,Kwai,We Chat Channels and bilibili have become one of the most frequently used communication medium in people’s daily lives.At the same time,the development of China’s museum business is in full swing,making breakthrough progress in public education,heritage conservation and research,international exchange and dissemination and other aspects in recent years.However,the contradiction between unbalanced and inadequate development and the people’s ever-growing needs for a better life still exists.There has great potentials for making further progress for museums to improve the presentation of cultural relics,public aesthetic education,and meeting people’s needs for a better life,especially in the new media era.In this context,the communication mode of"museum+short video"has became the trend of the times,which is important for museums to do a better job for content information production,public education and soft power of Chinese culture.Based on the perspective of museum short video communication in the new media era,this thesis analyzes the value of museum short video communication,the current situation of operation and optimization strategies,with four chapters.The first chapter is the introduction,which mainly discusses the background,significance,literature review,methodology,ideas and content of the selected research topic.The second chapter mainly analyzes the development overview of short video,including the characteristics of short video,user data analysis,development status and trends,relevant research theories,etc.The third chapter analyzes the communication value and operation status of museum short video.This chapter takes 30 domestic museum short video accounts as research samples,adopting content analysis and network survey method to analyze the communication subject,content,target and effect of the samples.So that to pointing out the problems of domestic museum short video operation.The fourth chapter proposes some feasible suggestions for museum short video for the development of future according to the operational problems which has existed.