A Study on the New Media Communication Strategies of Museum Brands from the Perspective of Transmedia Narrative Theory — Centered on the Shenyang Palace Museum

Abstract

In previous research on museums, there has been a significant focus on museum collections, the preservation of cultural relics, and cultural and creative products. However, in the new media era, there is a lack of systematic research on the application and impact of transmedia narrative theory in museum brand communication. Addressing this gap, this paper selects the Shenyang Palace Museum, a representative Chinese museum brand, as a case study to examine the positive effects of transmedia narrative theory on museum brand communication. It also summarizes key communication strategies for museum branding. To be specific, this paper focuses on the three core principles of transmedia narrative theory: the unique roles played by various new media platforms, audience interaction and participation, and the collaborative construction of a complete narrative world across different media. It conducts case studies of the Shenyang Palace Museum’s brand communication activities on platforms such as Weibo, WeChat, TikTok, and AR technology. By analyzing successful cases, the paper reveals how transmedia narrative theory enhances the Shenyang Palace Museum’s brand communication. It summarizes strategies applicable to museum branding, including expanding narrative media to increase the capacity for brand communication, enhancing audience engagement through user-generated content to enrich the museum’s brand, and extending the narrative world by ensuring content integration to build a cohesive narrative framework for the museum. This study aims to thoroughly explore the impact of transmedia narrative theory on the brand communication of the Shenyang Palace Museum, providing a theoretical basis for further research on this topic. From a practical standpoint, this study offers valuable insights for museum brand communication strategies in both China and South Korea.