Research On The Spatial Culture Communication Of Tsingtao Beer Museum As A Medium

Tsingtao Brewery has undergone a hundred years of great changes,and its development has resonated with the fate of the nation.From the German-run Teutonic beer in 1903 to the state-run enterprise of Tsingtao Beer today,Tsingtao Beer has experienced the change of ownership between Germany and Japan,and the reduction of production volume by half during the domestic war,so the development of Tsingtao Beer in the past hundred years has been full of hardships.In 2003,the Tsingtao Brewery Museum was officially built,becoming the first museum in China to exhibit beer as a theme,and Tsingtao Brewery embarked on a new era of development.The Tsingtao Brewery Museum,which was built on the site of a1903 Germanic brewery,has a large number of cultural relics and instruments on display,vividly showing the cultural contents and characteristics of the East and the West.In the cultural intersection.Using the third space as the theoretical basis,this paper uses field observation,text analysis and in-depth interviews to explore the system of cultural communication and connotation of the Tsingtao Beer Museum as a spatial medium.This paper explains the spatial medium and the third space theory,presenting the availability of Tsingtao Beer Museum as a spatial medium for research.The main part of the paper follows the theoretical framework of the third space.According to Sawyer’s description,space is divided into three levels: the first space is the material space,the second space is the spiritual space,and the third space encapsulates the first and second spaces together to form an expanded social space.The material space level of Tsingtao Brewery Museum is roughly divided into two aspects: external and internal,which are interpreted in terms of external buildings and internal displays and expression of symbolic factors,and the cultural representation of the material space of Tsingtao Brewery Museum is explored through these two parts.The spiritual space of the Tsingtao Brewery Museum is mainly presented through the media such as slogans and wine labels.The innovation and change of wine labels and slogans reshape the connotation and expression of the brand culture,bringing multi-level cultural meaning output.With regard to the third level of expanding social space,the author found through field visits and interviews that the characteristics of tourist cities and immersive cultural tourism experience programs have special cultural significance for the dissemination and exchange of beer culture between East and West.Therefore,this paper analyzes the Tsingtao Beer Museum from three dimensions: material,spiritual,and spatial expansion,according to the third space theory.By studying the communication value and cultural connotation of the material space,imagination space and expansion space of the Tsingtao Beer Museum,the paper concludes the problems of spatial communication of Tsingtao beer culture and the countermeasures for improvement and optimization.The existence of the museum provides a medium for the dissemination of culture in a pluralistic system,and also promotes the interaction between various groups in the city.In the cultural interactions and exchanges,the significance of the Tsingtao Brewery Museum itself as a spatial medium is constantly enhanced.