The live broadcast boom, the museum turned into a "hardcore celebrity"
National Museum live broadcast
Qilu Evening News Qilu Yidian
Reporter Shi Wenjing
Recently, museums are closed but not closed, and major museums across the country are scrambling to open live webcasts. The cultural relics full of cultural charm, together with the explainers' explanations in a simple and humorous way, have revived the museum's cultural relics and also met the needs of a large number of cultural relic lovers. As a new way for museums to provide cultural services during the closed period, live broadcast of cultural relics and exhibitions have raised the reputation of many museums and received high praise.
On the evening of March 25, director of the Shandong Museum Zheng Tongxiu and director of the collection department Yu Qiuwei made live broadcasts entitled "Eternal Epic on the Stone-Shandong Stone Carving Art Exhibition" to cultural relics lovers through seven live broadcast platforms including Sina Weibo. , Extensive, professional and authoritative explanations of the permanent Buddhist statue art exhibition of the Shandong Museum and the Han Dynasty portrait art exhibition. This live broadcast is the first live broadcast of the Shandong Museum's "strongest sky group" professional team. The museum will host five high-level live broadcasts in succession, involving permanent heavy exhibitions and temporary boutique exhibitions in the museum. Hosted by exhibitors, research librarians, young scholars, and interpreters. This kind of live broadcast of cultural relics in the form of "shaking homes" has brought the cultural relics in the museum's fine collections into close contact with the audience on the other side of the network. The live broadcast is very popular and highly regarded.
In the live broadcasts held by major museums and platforms across the country, many Internet celebrity librarians and Internet celebrities have also appeared. The audience was delighted to see the important value of the cultural relics in a relaxed and fun atmosphere.
In the second wave of live broadcast of the Taobao Museum's cloud spring tour, the interpreter Bai Xuesong of the Xi'an Beilin Museum talked about the boring stele, epitaph, and stone carved statues as "live" at the level of stand-up comics. Huang Wan, the six emperors in the family, and he is also the intimate secretary of his mother Wu Zetian. He did not die because the words were well written ... "" Why is Du Fu Thatched Cottage in Chengdu? Because the emperor's escape must be safe. "" I recently discovered that the rubbings of Guan Di Shizhu in The Legend of New White Lady are fake, and I will show you the truth in a while. "" Liu Gongquan is the person who is most afraid of others 'death. He was afraid of others' death because of his status at that time. If you are dead, you must ask him to write a tombstone. "" Next time I have the opportunity to tell you about Lingbo Weibu, Quanzhen Seven Sons, Wuyue Sword School, and Dragon Eighteen Palms. These are all in our museum's monument. "... This is also very interesting: from historical anecdotes to classical poems, from TV dramas to martial arts, there are not many people who can integrate knowledge in this way and tell interesting stories. Bai Xuesong's humorous eloquence and intensive cold knowledge quickly attracted more than 2 million netizens to watch, and later added several live broadcasts. In his live broadcast, the calligraphy of the "Zhi Zhi" and "Lanting Preface" rubbings of the live products also looked "very fragrant."
Beijing Lu Xun Museum ’s live online broadcast also made the museum “out of the circle” quickly. Many viewers not only knew the museum, but also learned in detail about Lu Xun ’s life and its important literary achievements through cultural relics. When the museum was broadcasting live, researcher Jiang Yixin told the audience about Lu Xun's daily life, character, and spiritual background of his works in an easy-to-understand manner. The audience saw through the live broadcast that Lu Xun's bed was made of two simple wooden boards on two benches, and Lu Xun's personal family notes recorded his pocket money, birthday money for his mother, and kerosene and charcoal. Money, etc., which are summarized monthly and annually, show Lu Xun's simple and rigorous lifestyle. Through the live broadcast, the audience also knew that Lu Xun's mother liked to read the butterfly novels, but did not like to read the works of his son Lu Xun. The live broadcast of the museum presents a vivid image of Lu Xun. Compared with Lu Xun in textbooks and research works, this is an impressive Lu Xun. Nearly 300,000 people watched the live broadcast of the Lu Xun Museum in a single day, far exceeding the number of visitors received by the museum each day. This social influence has proved the success of the museum's live broadcast attempt.
The 1388 historic Potala Palace is also here. The rare cultural relics such as porcelain jade, dragon robes, dragon boots, Thangka, and Buddhist statues are clearly presented in front of the audience. What is even more surprising to the audience is that the Jinding group and the collection of classics, which were not open in the past, have also been posted on the Internet. . In this live broadcast, six experts and scholars in the field of cultural relics provided professional and detailed explanations for netizens. This kind of high-level cultural relic display and explanation is difficult for the audience to visit the Potala Palace on the spot. The data shows that only one hour after opening the live broadcast, the Potala Palace has received the passenger traffic of the past year.
Those hardcore museums, once online, become hardcore internet celebrities. The three live broadcast activities of Qinling Museum "Exploring Terracotta Warriors and Horses Pit No. 1 Qin State Army", "Terracotta Warriors Unearthed Weapons for the First Time", "Terracotta Warriors and Green Terracotta Warriors for the First Time Live Broadcasting" attracted 71.02 million person-times. Only by moving cultural relics online. The interpreter of the Gansu Provincial Museum Wang Xuelin focused on explaining two valuable cultural relics: Ma Tafeiyan, a bronze galloping horse, and a mural tile showing the image of a postman in the Hexi region of Gansu more than 1700 years ago. The number of online viewers reached at the same time. 900,000 person-times, which is close to Gambo's field visits in 2019. During the live broadcast, the Liangzhu Museum, with its unattractive appearance and unique bamboo wares and lacquer wares, as well as cultural relics such as wooden rafters, wooden buckets, and wooden gyros, debuted, letting the audience fully understand the 5,000-year-old Liangzhu culture. The live broadcast was more than 190,000 people online. It was originally planned to be live for only one hour. It lasted for 100 minutes at the request of netizens. In the end, because the "drag hall" was too long, the commentator reluctantly pressed the "stop live broadcast" button.
Live broadcast of Gansu Provincial Museum
During the epidemic, the State Administration of Cultural Heritage introduced five batches of a total of 250 online exhibitions. Almost all museums met the audience on the "cloud". China National Museum, Dunhuang Research Institute, Nanjing Museum, Suzhou Museum, Shandong Museum and other heavyweight museums have hosted multiple live broadcasts on platforms such as Douyin and Taobao, forming a wave of cultural live broadcasts.
The museum collection is rich and the cultural heritage is deep. The expert librarians are knowledgeable and professional. Coupled with a group of humorous and funny librarians and commentators to meet the needs of a large number of young people, it is difficult to live broadcast in the museum. After watching the live broadcast, many museum enthusiasts asked each museum to give more "welfare". Some netizens even sighed with emotion: "If you are not afraid of heaven, you are afraid that live broadcast is cultural."
Through this wave of live broadcast enthusiasm, the catch-up audience caught up with the addiction and found that they can visit museums in other cities without having to “run their legs off”, and have become dependent on online live broadcasts from feeling fresh to quickly. Extensive attention and good social influence have indeed allowed museums to experience the sweetness brought by innovation. Many museums said that after the epidemic ended, the network live broadcast activities were normalized and institutionalized.