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Study on Cultural Consumption Characteristics of Museum Short Video Platforms under the Threshold of Identifier Economics

Study on Cultural Consumption Characteristics of Museum Short Video Platforms under the Threshold of Identifier Economics

Purpose - This study examines museums’ operations on the Shakeology platform, elucidating the characteristics of museums’ cultural consumption in relation to identity, cultural identity, value identity, and the cluster effect of certified museums. The study explores how short video platforms can serve as effective tools for cultural communication and consumption promotion. Design/Methodology/Approach - The study utilizes qualitative research to investigate how museums utilize the Shakeology platform to create a diverse content ecosystem and improve audience engagement. Data is collected through the analysis of museum activities on the platform, including content types, interaction strategies, and audience engagement. It also examines how short video platforms differ from traditional media in terms of granular information processing and community interaction. Findings - Short video platforms are more effective in communication than traditional media due to their granular information processing and community interaction. Museums that focus on Shakeology can enhance consumers’ connection to cultural heritage, optimize market positioning, and improve audience interaction. Key characteristics of cultural consumption on the platform include enhanced cultural identity, value identity, and a significant cluster effect of certified museums, leading to a richer cultural experience for audiences. Research Implications - The study holds significant implications for museums aiming to utilize modern media for audience engagement and market positioning. By understanding cultural consumption dynamics on short video platforms, museums can customize content and interaction strategies to cultivate stronger audience connections. The study suggests that museums should continue to innovate and adapt to new media trends to enhance their cultural communication efforts.

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Research Methods

Ⅳ. Conclusion

References

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