Title: Practical Exploration: A Research about the Strategies, Core Content, And Implementation of The Palace Museum Transmedia Narrative Communication
Stream: Chinese Studies
Presentation Type: Virtual Presentation
Xiaolong LI, Nanyang Technological University, Singapore
This research focuses on the strategies and practices of the Palace Museum on transmedia narrative (2013-2021). Precisely, the most remarkable actions and activities, mainly after Mr Shan Jixiao was at the position of the chief curator (1.2012-4.2019 on the job). In 2014, the Palace Museum published a post on its WeChat account named "Yongzheng: I feel myself cute" (an emperor in the Qing dynasty). The poster altered a portrait of the emperor in an amusing manner. The Museum Palace tries to imbue historical characters with new personalities in several storylines and transmedia channels to make them more attractive and acceptable, especially for young audiences. After that famous event, refer to my calculation. The Palace Museum has launched more than 25 projects/channels to create and enhance its transmedia media mothership, such as mobile apps, social media platform official accounts, e-commercial stores, and online streaming media programs, documentaries, etc. The outcomes and achievements are evident. The Palace Museum and its transmedia narrative practices have created a powerful connection between now and the past, individuals and grand history, traditional aesthetics and modern design, reality, and fiction, and even offline and online. This article will take the case of The Palace Museum as an example to demonstrate how it created a sufficient universe mothership. Then I will outline its transmedia ecosystem, analyze how it strategically customised different storylines according to variable distributed channels, present those aspects that allow audiences to react/interact, emphasize its achievements, and finally put forward recommendations for its future development.
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