“Remediation” Practice of Chinese Public MuseumsA Case Study of Official Douyin Accounts of Three Major Museums

As an important “cultural apparatus” in modern society, public museums bear the important mission of facilitating cultural communication among the public. The new media communication model of museums implies the integration of museums, as a mass culture communication medium with the new age media on the basis of retaining their media characteristics, i.e. the “remediation” of museums. The study selects official accounts of the Military Museum of the Chinese People’s Revolution, the Palace Museum, and the National Museum of China on the Douyin platform, and based on a text analysis of their video content, discusses their specific communication practices on the short video platform and how to achieve “remediation” based on their original content and communication characteristics. The study shows that the Military Museum takes revolutionary history and military knowledge as the basic text, which is highly specialised, and adopts living and dynamic visual expression, reflecting the characteristic of “immediacy”; the Palace Museum holds exhibitions featuring the aesthetic values and lifestyle of the ancient elite and adopts a popular and entertaining narrative logic to make short videos, promoting the mutual construction of online communication and offline experience and demonstrating the characteristics of “hypermediacy”; the National Museum of China is characterised by its valuable collections of “national treasures”, and the short-video platform featuring content fragmentation has not yet fully demonstrated the traditional contextualized linear narrative logic, so there is room for creating new ways of expression.