擁抱或拒絕？探討令博物館傷腦筋的「自拍」現象

Embrace or Reject? Discussion of the Impacts of the Selfie Phenomenon on Museums

10.6686/MuseQ.202004_34(2).0003

陳心方(Xin-Fang Chen)；丁維欣(Herminia Din)

博物館 ； 社群媒體 ； 自拍 ； museum ； social media ； selfie

博物館學季刊

34卷2期（2020 / 04 / 01）

57 - 73

繁體中文

現今社群媒體急速發展，博物館開始面對觀眾「自拍」行為帶來的影響，對此「新參觀者行為」現象，博物館選擇擁抱或拒絕？本文試圖提出自拍現象下博物館的因應之道。首先分析令博物館傷腦筋的觀眾自拍現象，分成潛在性破壞展品、參觀品質受損、使用自拍神器的風險及自拍行為與博物館空間氛圍不符等4種類型；其次，剖析國內外博物館不同的回應方式。基本上選擇「擁抱」的博物館，回應觀眾的需求與期待，並獲得網路社群上的曝光；選擇「拒絕」的博物館則限制觀眾「自拍」行為，以因應自拍可能為展品帶來潛在性的破壞及參觀品質受損。為此研究者提出6項可因應之對策，包含在展示設計、行銷宣傳、展品說明牌等如何吸引千禧觀眾，及處理自拍人潮聚集的解決方法，作為回應觀眾自拍現象之參考。本文更認為在擁抱或拒絕之間所取得的平衡點，在於博物館如何增進自拍觀眾對博物館的興趣，才有減緩令博物館傷腦筋的自拍行為發生的可能。

With the rapid development of social media, museums have had to face the positive and negative impacts of the selfie phenomenon. Should museums embrace or reject this phenomenon? The aim of this paper is to analyze the factors important in answering this question. These include the potential damage to exhibitions and quality of visits associated with the use of selfie sticks and photo taking that is not in line with the purpose of the space, such as at memorial sites. By examining different strategies applied by museums in Taiwan and other countries, museums that embrace the selfie phenomenon respond to the needs and expectations of audiences and gain exposure on social media platforms. Museums that reject the selfie phenomenon take into consideration the potential damage to exhibits and quality of visits. From the results of this study, six measures are proposed for exhibition design, marketing and publicity, and exhibition panels to attract visitors and resolve the problem of overcrowding due to selfie taking. These can serve as a reference for museums seeking to respond appropriately to this phenomenon. In reaching a balance between embracing and rejecting the selfie phenomenon, museums should seek ways to increase the interest of visitors who enjoy taking selfies, while reducing the negative impacts of this behavior.

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