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| 題 名 | 試論臺灣博物館如何利用Instagram進行品牌宣傳、活絡社群並建立數位時代的文化標記=An Exploratory Study on the Use of Instagram by Museums in Taiwan: Brand Promotion, Community Engagement, and Cultural Mark Making in the Digital Age |
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| 作 者 | 徐蕙心; 洪珮綺; 董則寬; 丁維欣; | 書刊名 | 博物館學季刊 |
| 卷 期 | 40:1 2026.01[民115.01] |
| 頁 次 | 頁93-116 |
| 分類號 | 069.17 |
| 關鍵詞 | 博物館行銷; 文化傳播; 社群經營; Instagram; Museum marketing; Cultural communication; Social media management; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6686/MuseQ.202601_40(1).0005 |
| 中文摘要 | 在數位時代,社群媒體已成為博物館宣傳與擴大受眾的重要工具。根 據 2024 年路透社新聞研究的數據,Facebook 仍是使用人數最多的社群媒 體,但其關聯平臺 Instagram 的成長幅度亦顯著提升,已成為博物館行銷策 略中的新焦點。Instagram 以圖片搭配文字的發文模式、連結 Facebook 其 即時互動的特性,在文化傳播與吸引目光方面具備極大潛力。然與歐美博 物館相較,臺灣博物館在 Instagram 的經營與互動程度,普遍低於前者。本 文依 InsTrack 的數據分析歐美博物館的成功案例,並進而探討臺灣博物館 應如何借助 Instagram 的優勢,為自身建立一個具吸引力的文化平臺、強 化與不同觀眾間的溝通與互動連結,進一步建立自己的品牌形象與文化標 記,促使觀眾從數位世界走入實體館所參觀,以實現博物館教育及文化傳 播的使命。 |
| 英文摘要 | In the digital age, social media has become an important tool for museum promotion and audience expansion. According to the Reuters Institute for the Study of Journalism, in 2024 Facebook was still the most used social media platform. However, its associated platform, Instagram, has experienced significant growth, becoming a new focus of museum marketing strategies. By combining images with text, in addition to real-time interactive features linked to Facebook, Instagram has great potential for cultural communication and attracting attention. However, compared with European and American museums, Taiwanese museums do not use Instagram much. The aims of this article are to analyze successful cases of Instagram use by European and American museums based on InsTrack data and discuss how Taiwanese museums can use Instagram to establish attractive cultural platforms, as well as strengthen communication and interactions with different audiences, thereby establishing their own brand image and making their own cultural mark. Moreover, through Instagram posts, they can encourage audiences to move from the digital world to physical museum visits, to fulfill the missions of museum education and cultural communication. |
本系統中英文摘要資訊取自各篇刊載內容。