新媒体环境下视听信息美学的传播效果研究

Research on the Communication Effect of Audiovisual Information Aesthetics in the New Media Environment

摘要: 本文旨在探究在新媒体环境下，视听信息美学对文化传播的影响以及其在故宫博物院微信公众号传播中的应用。通过对新媒体环境及其影响、视听信息美学基本概念和在文化传播中的作用进行概述，进一步分析了故宫博物院微信公众号的基本特点及优势和传播机制，探究了故宫博物院微信公众号的传播效果。本文发现，视听信息美学在故宫博物院微信公众号传播中有广泛的应用，如视觉艺术元素、音乐元素和情感营销策略等。本文的研究具有重要的理论意义和实践意义，可为相关机构在文化传播中提供借鉴和参考。

Abstract: This paper aims to explore the influence of audiovisual information aesthetics on cultural communication and its application in the communication of the WeChat public account of the Palace Museum under the new media environment. Through an overview of the new media environment and its influence, the basic concepts of audiovisual information aesthetics and its role in cultural communication, this paper further analyzes the basic characteristics, advantages and communication mechanism of the WeChat public account of the Palace Museum, and explores the communication effect of the WeChat public account of the Palace Museum. This paper finds that audiovisual information aesthetics has a wide range of applications in the communication of the WeChat public account of the Palace Museum, such as visual art elements, music elements and emotional marketing strategies. The research of this paper has important theoretical and practical significance, and can provide reference for relevant institutions in cultural communication.