| Since the Tang and Song dynasties,the ancient tea horse road is often the way of commerce between China and Tibet,and the ancient southwest of the circulation of the various ethnic groups interacting with the channel.The historical facts of the ancient tea horse road on the life and death of the various ethnic groups to overcome the dangers and obstacles is the historical testimony that blood is thicker than water between the ethnic groups,but also the vivid interpretation of the Chinese national community of destiny.General Secretary Xi Jinping once said that we should take the historical facts about the interaction and integration of various ethnic groups in Tibet through the ages,dig them out and disseminate them so that people can better understand the direction of our development as a nation and make us more aware that this nation is a community of destiny.As a major minority province and the starting point of the Sichuan-Tibet tea horse route,Sichuan conducts research on the communication of tea horse culture in museums in the region,hoping to provide little reference to promote the development of museums in the Sichuan region and establish a community of national destiny.Thesis explores the communication of museum tea horse culture along the ancient tea horse route in Sichuan region from the following perspectives.Firstly,sorting out the current situation,connotation and characteristics of the communication of museum tea horse culture in Sichuan region and clarifying the relevant concepts;Secondly,using spatial theory,coding and decoding theory and media text theory to analyze the current situation and communication strategy of museum tea horse culture with Ya’an Museum as a case;Finally,by combining questionnaire survey and interview,this thesis investigates the effect of museum tea horse culture communication.It is found that the main problems in museum tea horse culture communication in Sichuan are insufficient exploration of museum tea horse culture connotation,neglect of audience subjectivity,single transmission channel and lagging digital construction.The existence of these problems leads to the museum tea horse culture communication effect is not obvious,the people’s sense of community of national destiny is weak.On the basis of the combination of audience demand and the museum’s own characteristics,learning from other excellent museum cultural communication,to enhance the communication of tea and horse culture in museums in Sichuan region summarized the following four recommendations:in-depth excavation of tea and horse culture connotation,strengthen the interpretation of the collection.From meeting the audience’s cultural aspirations,enhance the audience’s sense of cultural identity,optimize the layout of communication space,enrich the exhibition content;Emphasize the main position of the audience and enhance exhibition interaction.Promote the transformation of museum functions,innovative communication mode and means of communication;Strengthen utilization and protection,promote the digitalization of museums,strengthen inter-library exchanges and cooperation,and establish a system for sharing cultural resources of tea and horse.From the perspective of communication science,this thesis integrates a variety of research methods,hoping to provide valuable reference for promoting the museum business in Sichuan for the good development of the future communication and promotion of tea and horse culture in museums in Sichuan region. |
