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“超级连接”让博物馆更多“缘”

2018-05-18 12:06:06   央广网

中国文化传媒网讯 5月18日是国际博物馆日。今年,国际博物馆协会将主题确定为“超级连接的博物馆:新方法、新公众”。“这就是让博物馆成为连接公众与多元文化的纽带,用创新的方式方法吸引更多公众到博物馆,感受文化氛围、获得文化体验、共享文化成果。”故宫博物院院长单霁翔表示。

国际博物馆协会每年均为国际博物馆日确定主题,如2002年的“博物馆与全球化”、2009年的“博物馆与旅游”、2016年的“博物馆与文化景观”等。“这些主题反映出当代的博物馆职能与社会发展的各个领域有着越来越广泛的关联。博物馆已成为经济、政治、文化、社会、生态环境体系中,无法分离的重要组成部分。”单霁翔说。

在全球联络变得日渐复杂、多元和密切的今天,博物馆也融入了这个超级互联的世界:博物馆可以吸引核心观众以外的群体,通过新的藏品阐释手段找到新的观众;博物馆可以将藏品数字化,为展览增添多媒体元素,甚至一个简单的社交媒体“标签”就可以让观众在社交媒体上分享体验。

“当今世界已经是一个高度互联的世界,身处其中的任何组织和个人,既是这个超级连接世界的组成部分,又是构成其中某个超级连接的关联节点和交互中心。”国家文物局副局长关强认为,互联网的发展及其引发的变革,推动了博物馆功能的拓展,使其不仅局限于收藏、研究、展示藏品,而且在连接社会与公众方面扮演着越来越重要的角色。无论是在时间上、空间上还是各文明之间,博物馆的连接作用所产生的文化教育影响力,社会其他机构无法替代,博物馆连接的社会价值正在被人们重新认识。

“在‘超级连接’的世界里,博物馆与观众的联系呈现出一些新特点,比如传统的方式是在场的,与博物馆活动的内容密切相关;通过‘超级连接’建立的联系是不在场的,观众对博物馆信息的了解、理解,呈现情景化、碎片化、休闲化等特点。”北京大学考古文博学院教授宋向光说,博物馆必须开创藏品阐释与展示的新举措、新方法,吸引新观众并增强二者的联系。多年来,国内一些博物馆进行了多方面的努力,也取得较好的成果,比如故宫博物院、上海博物馆等。

近年来,故宫博物院不断探索创新方式,借助互联网和新技术平台,分享故宫博物院优秀的文化资源及其蕴含的优秀传统文化。“比如去年10月对公众开放的数字体验展‘发现·养心殿’,线上部分以故宫博物院的官方社交平台‘微故宫’为主要舞台,推出‘养心殿数字展’系列文化专题,介绍养心殿在历史变迁中的故事;线下部分设计开发了‘召见大臣’‘朱批奏折’等6个互动项目,增设养心殿VR高沉浸感的体验,并通过‘端门数字馆’导览小程序实现线上、线下一体化,形成智慧型数字展览参观新模式。”单霁翔说。

上海博物馆打造的“智慧上博”“数字上博”也成果颇丰。例如,今年4月为配合“山西博物院藏古代壁画艺术展”推出的“壁上观”网上展览,让观众对山西的古代壁画特别是墓葬壁画的观赏角度更丰富,了解更深入,让网展与实体展互为补充和说明,提升了观众的体验感和认知度。此外,该馆日前开发的国内首个博物馆数字化管理平台更是推动博物馆信息化建设,探索让文物“活起来”新路径的开拓性尝试。

在肯定国内博物馆在“超级连接”方面取得成绩的同时,宋向光也指出了不足。“2016年,大英博物馆的观众是640万人次,网络访问是3090万人次;美国大都会博物馆观众700万人次,网络访问是3100万人次。相比较而言,国内博物馆在网络访问量上的差距比较大。”宋向光说,这一方面是观众习惯的问题,另一方面也需要反思,国内博物馆网站内容是否对网络用户有足够的吸引力。

“很多博物馆把展览信息、教育性资料往网上一挂就完事,微博、微信等社交平台也很少和观众互动,归根结底还对移动互联的内容生产和用户服务不够重视。”宋向光说。

博物馆应该抓住移动互联时代的机会,加大博物馆数字化建设的力度,为公众提供更好更优质的服务。“百集纪录片《如果国宝会说话》的录制播放,是通过社交媒体拓展文博功能的比较成功的尝试,但是毫无疑问还要进一步加大力度。”宋向光说。

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