Research On The Communication Strategy Of Museums Under The Background Of Financial Media

With the rapid development of information technology,different media collide with each other in terms of technology,content,channels and culture,achieving a high degree of media integration,museums have entered a phase of rapid development,transforming their functions from collection,conservation and research and education to a cultural communication process of displaying,communicating and sharing information.Museums have changed from a one-way direction of exporting cultural information to audiences to a two-way interaction with them,and the ability to bridge the gap between museums and the public is a symptom of effective museum communication.Therefore,on the basis of effective dissemination of museum information,it is important for museum communication research to further expand the channels of museum communication and use audience feedback as a starting point to improve the effectiveness of museum communication.This paper takes the Nanjing Museum as an object of study and compares it with the Palace Museum and the Henan Museum to analyse the shortcomings of the Nanjing Museum in the communication process and to propose strategies to address them,which will be of reference value for the future dissemination of the Nanjing Museum.This thesis consists of five chapters.The introductory part of Chapter 1 introduces the research background,research significance and current status of this paper,and clarifies the innovative points and necessity of the research on the communication of Nanjing Museum.Chapter 2 begins with an overview of the connotation of inclusive media,the definition of museums,museums as a communication medium and the development of museum communication,and analyses the opportunities for museum communication in the context of the inclusive media era.The third chapter takes the Nanjing Museum as a case study and discusses the current situation of communication in the context of the multimedia era by analysing its communication elements,starting from the four aspects of communication subject,communication content,communication medium and communication audience,starting from communication theory and the current context of multimedia.The fourth chapter is a practical analysis of the Nanjing Museum’s communication.Through the questionnaire and interview methods,the audience information and contact behaviour of the Nanjing Museum are analysed to understand the audience’s motivation,needs and suggestions for improvement when visiting the Nanjing Museum.It also compares the Nanjing Museum with the popular Henan Museum and the Palace Museum through a horizontal comparison,pointing out that the Nanjing Museum still suffers from a low level of activity on the communication platform,a lack of innovation in content,a poor user experience and a small difference in cultural and creative products in the context of the integrated media era.Chapter 5 focuses on the problems of the Nanjing Museum in the communication process,and proposes optimisation strategies in four aspects: clarifying the main responsibility,optimising the communication content,deepening platform cooperation,and putting people first,in order to improve the current situation of the Nanjing Museum’s communication and enable it to gain new competitive advantages in the fierce competitive environment.