A Multimodal Critical Discourse Analysis of the Online Brand Identity Construction of National Museums

Table 5.

Functions ofhashtags used in the NMC’s posts on Weibo

Functions Hashtags used by NCM English Translation

Exhibition information #展览预告# #文博热展# #国博展讯# #国博巡展# #exhibition notices#, #popular exhibitions of cultural relics#, #NMC exhibition news#, #NMC itinerant exhibitions#

Specialized exhibitions #来国博看月壤# #我们的极地故事##中国古代文物中的科技奥秘##悠悠丝路在国博#    #come to NMC to see lunar soil#, #our stories in the polar region#, #secrets of science and technology in ancient Chinese cultural relics#, #the long silk road in NMC#

Technology-empowered exhibitions #国博云播# #博物馆数字化之旅##国博馆藏云欣赏# #“AI”上博物馆# #NMC cloud broadcasting#, #digital tour in the museum#,#appreciation of NMC collections on the cloud#, #AI-powered museum#

Exhibits andcollections #西汉黄金纪念币长啥样# #重温馆藏##文物里的中国故事# #国博藏品点播##国博馆藏孝端皇后凤冠# #what gold commemorative coins from the Western Han Dynasty look like#, #review collections#, #Chinese stories in the cultural relics#, #on-demand exhibitions of NMC collections#, #NMC collection – Queen Xiaoduan’s phoenix crown#

Revitalization of relics #文物苏醒记# #如果国宝会说话# #与文物谈话# #听! 文物在说何以中国# #文物上班会无聊吗# #中华文明探源# #cultural relics’ wake-up#, #if national treasures could talk#, #talk with cultural relics#, #listen! cultural relics are saying why in China#, #will it be boring if cultural relics go to work#,#Chinese civilization exploration#

Lecturesand courses #国博公益讲解# #国博线上课程##国博专家讲解# #国博讲堂# #NMC public welfare lectures#, #NMC online courses#,#NMC expert talks#, #NMC classes#

Topics aboutfestivals #博物馆里过大年# #非遗过大年# #新年快乐# #元宵节# #今日冬至# #celebrating Chinese New Year in the museum#, #intangible cultural heritage celebrating Chinese New Year#, #Happy New Year#, #Lantern Festival#, #today is Winter Solstice#

International exchanges #博物馆里看世界# #在国博遇见世界##俄宴风华# #美的多元# #see the world in the museum#, #meet the world in NMC#, #Russian banquet style#, #diversification of beauty#