信息技术与管理应用

本文以故宫博物院抖音账号为研究对象，探讨算法逻辑下博物馆在新媒体平台的传播创新路径。研究以该账号于2024年至2025年间发布的371条短视频为样本，运用内容分析与实证研究法，剖析视频选题和制作手法对传播效果的影响。研究发现：该账号以知识类视频为主要内容，通过体系化内容供给、大众化知识转译、平台化运营调整构建传播框架；选题为其传播效果核心影响因素，其中知识类和宣传类选题应侧重内容稀缺性、情感共鸣与叙事表达，风景类和服务类应强化时效节点；在制作层面，时长1-3分钟、出镜类视频传播效果更优，AI技术应用暂未显现显著优势。研究据此从选题策划、制作手法、账号运营及博物馆传播与新媒体算法平衡策略方面提出建议，以补充现有研究在算法依据与选题解构方面的不足。本研究存在案例单一、数据时效性等局限，但仍可为博物馆数字化传播实践提供参考。

This paper takes the official Douyin account of the Palace Museum as the research object, exploring innovative communication paths for museums on new media platforms within the algorithmic logic context. The study analyzes 371 short videos published by the account between 2024 and 2025, using content analysis and empirical research methods to examine the effect of video topics and production techniques on communication effectiveness. The findings revealed that the account primarily featured knowledge-based content, constructing its communication framework through systematic content provision, popularized knowledge interpretation, and platform-oriented operational adjustments. Topic selection was identified as a core factor influencing communication outcomes: knowledge and promotional content should emphasize informational scarcity, emotional resonance, and narrative expression, while scenic and service-oriented content should prioritize timeliness. In terms of production, videos with a duration of 1-3 minutes and those featuring on-screen presence demonstrated superior communication effects, whereas the application of AI technology has not yet shown significant advantages. Based on these findings, the study proposed recommendations in areas such as topic planning, production techniques, account operation, and strategies for balancing museum communication with new media algorithms, aiming to address gaps in existing research regarding algorithmic considerations and topic deconstruction. While limited by its single-case focus and data timeliness, this study can still provide valuable insights for the practice of digital communication in museums.