國立科學博物館2024年網路聲量分析

2024 Internet Opinion Analysis in National Museum of Nature and Science

本研究透過大型語言模型了解國內5所國立科學博物館的網路聲量、正負面情緒及好感度，藉以分析民眾關心科學博物館何種類型的話題及擴散度大的文本聲量來源等，進一步作為國內科學博物館所訂定經營及行銷策略參考。本研究共分析2024年9萬7,977筆網路輿情資料。研究結果顯示，善用節慶與外部單位合作活動或特展、重要博物館主題的研究成果、異業合作、關鍵意見領袖或有公信力的數位廣宣平台報導，有助於館所聲量提升及好感度。科學博物館聲量大及擴散度大的文本以新媒體為主，而危機事件及內部管理糾紛會迅速衝擊館方形象，要加速危機處理速度。另外，在展示方面，建議博物館朝向有共鳴的展示內容、有話題或辨識度高的IP（Intellectual Property）展示合作；在科教活動方面，大型活動有助於民眾關心科普教育推廣；在服務方面，異業合作及觀眾福利對民眾有吸引力。

This study uses a large language model to analyze the internet volume, positive and negative sentiment, and favorability of five national science museums in Taiwan. This study analyzes the types of topics that attract public attention regarding science museums and the sources of their most widely distributed content, providing a basis for the management and marketing strategies of science museums in Taiwan. The study analyzed 97,977 pieces of online public voice from 2024. The findings indicate that activities during holidays, external collaborations, special exhibitions, research findings on important museum themes, cross-industry collaborations, and coverage by key opinion leaders or credible digital advertising platforms can help enhance museums’internet volume and positive sentiment. Highly distributed content primarily originates from new media, and crises and internal management disputes can quickly impact museums’image, necessitating accelerated crisis response. Furthermore, regarding exhibitions, museums are advised to focus on resonant content and collaborations with topical or recognizable IP. Regarding science and education activities, large-scale activities can foster public interest in science education and promotion. Regarding services, cross-industry collaborations and visitor benefits are more appealing.