虛實整合之文化消費模式研究－博物館策展活動的規劃

以往博物館與觀眾的文化傳播為單向傳播，觀眾與博物館間的距離遙遠，難以對文化傳播產生參與度，同時，博物館僅能用問卷回饋的方式了解消費者的需求及喜好。新媒體時代的來臨，博物館不在僅局限於實體策展，越來越多博物館嘗試結合數位媒體科技使文化的美能被更多不同形式呈現及延伸，博物館的行銷方式也跟著改變，透過社群媒體吸引觀眾參與並產生興趣，更擴展博物館的客群。本研究將文獻探討結果製成虛實整合之文化消費模式圖，再透過專家訪談分析法試圖了解目前學者專家和消費者對於虛實整合的博物館策展之態度。研究結果發現，觀眾考慮線上展覽和科技介入的展覽對於文物是否能保留其真實性及是否有如同現場般的感受。考量政府經費不足的問題，學者專家建議博物館的策展者應積極尋找募資和企業贊助管道，並將這些有限的經費充分發揮。

關鍵字

博物館；新媒體；社群媒體；策展；虛實整合

並列摘要

In the past, the cultural communication between the museum and the audience was one-way. The distance between the audience and the museum was too long to participate in cultural communication. At the same time, the museum can only understand the needs and preferences of consumers by means of questionnaire feedback. With the advent of the new media era, museums are no longer confined to physical curation. More and more museums are trying to combine digital media technology to make the beauty of culture more diverse and extended. The marketing methods of museums have also changed. Through social media Attract and engage audiences, and expand the museum's audience. In this study, the results of the literature discussion are made into a cultural consumption pattern diagram of the integration of reality and reality, and then an expert interview analysis method is used to try to understand the current attitude of scholars, experts and consumers on museum curation of integration of reality and reality. Findings show that audiences consider online exhibitions and technology-involved exhibitions for cultural relics Whether it can retain its authenticity and whether it feels like the scene. Considering the problem of insufficient government funding, scholars and experts suggest that museum curators should actively find channels for fundraising and corporate sponsorship, and make full use of these limited funds.