疫情時代博物館的新聞溝通－國立故宮博物院新聞發布與新聞媒體效益研究

2020年是「疫」外的一年，在新冠肺炎（COVID-19）疫情影響下，全球博物館為觀眾提供的參觀體驗、教育推廣及第一線服務等核心功能，面臨極大的困境與挑戰。在此情況下，新聞媒體做為重要聯外的社會資源，「消息來源－博物館」如何善用媒體網絡，與「守門人－新聞媒體」建立有效的新聞溝通尤其重要。本文以國立故宮博物院（含南北院）新聞發布與新聞媒體效益為研究目標，探討疫情時代博物館的新聞溝通。首先，說明故宮新聞類型及新聞發布運作機制。其次，針對2019、2020年故宮新聞發布情形及新聞媒體效益進行統計分析，觀察受疫情影響的變化趨勢。最後，從官方自媒體在疫情下的突出表現，討論博物館、新聞媒體與閱聽眾之間另一種溝通互動的模式。

關鍵字

博物館；新冠肺炎；新聞溝通；新聞發布；新聞媒體效益

並列摘要

In 2020, the COVID-19 pandemic brought great dilemmas and challenges to museums across the globe in core areas such as the visitor experience, education, and frontline services. The news media is an important social resource for communication. Museums (information source) must make good use of media networks and the news media (gatekeeper) to establish effective communication. Focusing on the press releases and news media effects of the National Palace Museum (NPM), the aim of this study is to analyze communication of news by museums in the COVID-19 era. First, the types of news released by NPM and relevant operating mechanisms are introduced. This is followed by analyses of data on NPM's press releases and news media effects in 2019 and 2020 and observations of changes in trends due to the pandemic. Finally, based on the performance of its official social media accounts during the pandemic, an alternative model of communication and interactions among museums, news media, and audiences are discussed.