科学教育与博物馆2026，Vol.12Issue(4)：28-38,11.
博物馆高传播度科普内容影响因素分析
Factors Influencing High Communication Performance in Museums
摘要
Abstract
Against the backdrop of museums'digital transformation and functional expansion,their online science communication undertakes the core mission of cultural dissemination and popular science outreach.This study aims to uncover the internal mechanisms behind museum popular science articles with high communication performance.It particularly focuses on how museum institutions convert their exclusive resources and authoritative status into new media communication influence.Taking 249 original popular science posts published over the past two years on the WeChat official account of Shanghai Natural History Museum as research samples,this paper conducts an in-depth analysis of the effectiveness of high communication performance science content from three dimensions:content characteristics,presentation forms and operational strategies.Practically,it hopes to provide science museums with a theoretically and data-backed operational framework centered on their own core strengths to optimize content strategies.关键词
博物馆科普/内容分析/科学传播/微信公众号/传播效果Key words
museum science communication/content analysis/science communication/Wechat Official Account/communication performance引用本文复制引用
宋婉莉..博物馆高传播度科普内容影响因素分析[J].科学教育与博物馆,2026,12(4):28-38,11.
