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A Multimodal Critical Discourse Analysis of the Online Brand Identity Construction of National Museums
Universal Journal of Social Sciences and Humanities
| Vol 5, Issue 1
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# |