博物馆是集文物典藏、学术研究、公共服务和对外交流于一体的非营利公共组织,随着全球文化与人文交流日益密切,其在文化外交和文明互鉴中的重要作用愈发凸显。本报告将博物馆视为新时代国际传播之媒介,梳理中国10家有代表性的知名博物馆的国际传播发展现状,从博物馆功用说与新时代国际传播新形势的二重交叉逻辑出发,形成以藏品策展力、学术交流力、文化服务力、大众传播力及人际传播力为考察指标的中国知名博物馆国际传播力构建之概念模型。以此为基,管窥中国知名博物馆国际传播实践的演进路径:一是以全国博物馆的区域差异化搭载“地方性知识”,汇聚中华文明独特的文化面貌和饱满的文化主体性;二是集策展、智慧服务与社会推广于一体,建立推动超越时空文明对话的“综合数字博物馆”;三是以建立具有国际影响力的学术对话与话语体系为切入口,将中国化的专业知识汇入全球史的叙事愿景之中;四是推进国际话语权的结构重组创新,协调媒体主导的大众传播和受众参与的人际传播,实现从媒介话语到文化话语的构筑升级。
A museum is a non-profit public organization with a mix of functions,including cultural heritage collection,academic research,public service,and foreign exchange. As global,cultural,and people-to-people exchanges grow,museums play an increasingly important role in cultural diplomacy and mutual learning between civilizations. By taking museums as a medium for international communication in the new era,this report examines developments in international communication for ten representative,prestigious museums in China. Then,based on the museum utility theory and the new situation of international communication in the new era,the report constructs a conceptual model for international communication capacity building of prestigious Chinese museums with five capacity indicators:collection curation,academic exchange,cultural services,mass communication,and interpersonal communication. Based on the said analysis,this paper provides a glimpse into the evolutionary path of international communication practices for prestigious Chinese museums:first,leveraging the regional differences and local knowledge of museums across China to piece together the unique landscape and rich identity of the Chinese culture;second,integrating exhibition curation,smart services,and social promotion functions to build “comprehensive digital museums” for cultural dialogues beyond time and space;third,incorporating Chinese expertise in the narrative vision of global history by establishing an academic dialogue and discourse system with international influence;fourth,transitioning from media to cultural discourse by promoting the innovative restructuring of the international power of discourse and harmonizing media-led mass communication with audience-engaged interpersonal communication.