The number of viewers exceeds 10 million, and the commentator becomes ＂online celebrity＂ … Why is the museum live broadcast so popular？

　　Bai Xuesong explained the picture provided by Bai Xuesong at the Beilin Museum in Xi ‘an.

　　Photo courtesy of Taobao live broadcast of China National Museum

　　Photo courtesy of live Taobao of Gansu Provincial Museum

　　"Welcome everyone to leave me a message and tell me what you want to hear." On the evening of March 14th, Bai Xuesong, the commentator of Xi ‘an Beilin Museum, finished the fifth live broadcast on Taobao live broadcast platform, with more than 300,000 views and more than 3.4 million likes. Since the first live broadcast on February 23rd, Bai Xuesong has become popular on the Internet because of his humorous and vivid explanation, and has been called "Li Jiaqi in the cultural and artistic circles" and "Dou Wen Tao in Xi ‘an" by netizens.

　　Since February this year, Tik Tok, Taobao, Tencent, Aauto Quicker and other large Internet platforms have successively held live broadcast activities of "Yunyou Museum", with the participation of dozens of museums across the country, and the netizens responded enthusiastically, with more than 10 million views per day. As a new way for museums to provide cultural services during the closing period, live broadcast has been welcomed by the audience and attracted social attention, and has become a new trend of digital development in the cultural and art industry.

　　The cultural relics talked about are like living.

　　"The first time I broadcast live on the Internet, I was a little nervous at first and prepared a lot of information. However, when I was really relaxed during the live broadcast, I opened my mouth and chatted. I didn’t expect my live broadcast to be so hot. " Bai Xuesong said in an interview with this newspaper.

　　Without going to the museum, there are no cultural relics. In my living room, I used a mobile phone and a tablet computer to present pictures of cultural relics to talk about Kan Kan for two hours in the form of talk show, which attracted hundreds of thousands of people to watch it online — — Bai Xuesong’s popularity is somewhat surprising.

　　Prior to this, the popularity of Xi ‘an Beilin Museum was not high. After the live broadcast of Bai Xuesong became a hit, many netizens became interested in this "hidden" national first-class museum and left messages saying that they would visit it when it resumed. The number of fans in its official Taobao store has increased to 25,000, and the sales of related rubbings, copybooks and other commodities have also increased significantly.

　　"The forest of steles is so capricious, let such a precious cultural relic as Daxia Shima look at the toilet." "Li Dan is six flavors ‘ Emperor ’ Maru, the six emperors in the family, is also the intimate little secretary of his mother Wu Zetian. " Bai Xuesong’s live broadcast doesn’t follow the routine, often shaking the baggage and telling jokes, and "golden sentences" are frequent, which is impressive. "The cultural relics that Teacher Bai talked about are like living. They all have their own temper, temperament and past lives." Netizen Zhang Minxing commented.

　　Bai Xuesong thinks that most viewers don’t like to dwell on the shape, material and age of a cultural relic in the live broadcast room. "I will pay attention to the explanation of different cultural relics, from the stele of Wang Xizhi to the relief stone carving of Zhaoling Six Horses in Li Shimin Mausoleum, combined with some paragraphs and pictures."

　　After working in Xi ‘an Beilin Museum for 8 years, Bai Xuesong is humorous at ordinary times and likes to interact with the audience. "I have high requirements for my major and keep a lot of reading every day. On the basis of reading, plus my own thinking, I internalized the knowledge related to inscriptions and cultural relics. "

　　Ms. Jin, a Shanghai netizen, came from the live broadcast room in Li Jiaqi. "It was the first live broadcast of Teacher Bai, which was very interesting. I watched the replay until 2: 30 in the morning, and I waited for Teacher Bai in the live broadcast room on time the next day." Ms. Jin has been to Xi ‘an Beilin Museum twice. Compared with the live explanation, she found the live broadcast in Bai Xuesong more interesting. "He has a strong divergent thinking and can contact various knowledge points. During the live broadcast, we are often asked questions. Some questions are even more interesting if I can guess the right answers. " Ms. Jin recommended the live broadcast to friends around her. They were all "circled" by Bai Xuesong and wanted to visit the Xi ‘an Beilin Museum.

　　"Many people actually like cultural relics, but they often see obscure knowledge and lose interest. I hope that through my own live broadcast, more people will fall in love with the museum and feel the charm of traditional culture. " Bai Xuesong said.

　　The number of visits per day exceeds half a year.

　　On February 23rd, Gansu Provincial Museum held two live broadcasts on Taobao live broadcast platform. "The number of real-time online users in the live broadcast room is up to more than 900,000, which is more than half of our total audience last year, and the number of likes exceeds 500,000." The enthusiastic response from netizens surprised the history of the deputy director of Gansu Provincial Museum.

　　In the live broadcast, the treasures of the town hall, such as Copper Running Horse, which are rarely seen at ordinary times, were displayed, and interactive activities such as prize-winning questions and answers were also launched to send more than 60 exquisite cultural and creative products to the audience. "I finally saw the original copper galloping horse", "This way is great" and "I wish there were live broadcasts in the future" … … Seeing so many netizens like it, Wang Xuelin, the commentator of Gansu Provincial Museum who tried live broadcast for the first time, was very happy.

　　On March 1st, the 1388-year-old Potala Palace held its first live webcast, which opened its rare treasures for external exhibition, with more than one million viewers in one hour. On March 9th, the Potala Palace once again boarded Taobao’s live broadcast room, and it was also the first time to broadcast live with 5G signal, and the picture was clearer and smoother.

　　According to incomplete statistics, more than 30 famous domestic museums, such as China National Museum, Dunhuang Research Institute, Nanjing Museum and Suzhou Museum, held live broadcasts on platforms such as Tik Tok, Taobao, Tencent and Aauto Quicker. Some museums have participated in many live broadcasts on different platforms. In addition to sending gold medal commentators and cultural relics experts, there are also curators who personally come out to tell the audience the story of national treasures.

　　"The active cooperation between cultural and cultural institutions and Internet giants to carry out live broadcast is based on the common needs of both sides." Huang Yang, an associate professor in the Department of Cultural Relics and Museums of Nanjing Normal University, told this newspaper that on the one hand, museums need to expand from "narrow broadcasting" to "broadcasting" with the help of the Internet, and spread museum culture more widely by live broadcasting, which is a popular way at present. On the other hand, Internet companies should also provide high-quality content for the audience. Museums are rich in cultural resources and a huge IP treasure house.

　　Yu Feng, general manager of Taobao Content E-commerce Division, said that the live broadcast of the museum can achieve the effect of "bringing people, goods and brands". Online live broadcast has expanded the reception capacity of the museum, because without the pressure of offline passenger flow, the museum can display precious cultural relics that have not been opened before and rarely exhibited, providing you with more detailed and in-depth explanations. "Future visits may become like this — — Learn about this museum or scenic spot through live broadcast first, and look forward to it, and then form a real trip. After going there, if you fall in love with that place, you can continue to pay attention to the dynamics there by watching the live broadcast and realize the depth ‘ Re-visit ’ 。”

　　Live broadcast should be normalized.

　　"Although the museum live broadcast is a product of a special period, in the long run, it is also an inevitable choice for museums to realize people-oriented and multi-channel satisfaction of public needs, and it is a new trend of public cultural services in the Internet era." Huang Yang believes that after this epidemic, the cultural and art circles should rethink the orientation and mission of museums, and how to adapt and effectively use new media to provide cultural services. During the normal opening of the museum, some live events can also be planned to better spread culture and knowledge.

　　"Online live broadcast is very different from the exhibition hall explanation, and details such as content organization, interaction mode and even tone and intonation need to be redesigned." Huang Yang said that there is no fixed mode and lines in live broadcast, which requires high knowledge accumulation and adaptability of the anchor. The problems of netizens are varied, and it is difficult to deal with them without profound cultural accumulation and extensive knowledge. "The live broadcast of Bai Xuesong can be easily obtained from the calligrapher’s life to the font structure, from the official historical allusions to the legend of unofficial history. This is by no means a temporary preparation, but ‘ Ten years of work under the stage ’ The accumulation of. "

　　In order to better interact with netizens, Bai Xue opened Sina Weibo. "I want to exchange some knowledge and feelings about cultural relics with netizens through Weibo. Netizens can also talk about topics they are interested in, and I will collect materials accordingly to prepare for future live broadcasts. " Bai Xuesong revealed that in the future, it may be broadcast live on more platforms such as Tik Tok and Bili Bili, and then the live broadcast will focus on some cultural topics, such as Four Great Classical Novels, Jin Yong’s novels and Shan Hai Jing.

　　"This live broadcast provides you with ‘ Unlock ’ Gambo’s new way also makes us realize the importance and obvious advantages of online communication. " The annals of history says, "We will continue to explore this aspect and lead you to continue with richer and more novel contents and forms ‘ Yunyou ’ Gambo At the same time, I hope to attract more people into the museum and provide you with a better visit experience through online and offline interaction. "