Application of social media communication for museum based on the deep mediatization and artificial intelligence

Abstract

Based on deep mediatization theory and artificial intelligence (AI) technology, this study explores the effective improvement of museums’ social media communication by applying Convolutional Neural Network (CNN) technology. Firstly, the social media content from four different museums is collected, a dataset containing tens of thousands of images is constructed, and a CNN-based model is designed for automatic identification and classification of image content. The model is trained and tested through a series of experiments, evaluating its performance in enhancing museums’ social media communication. Experimental results indicate that the CNN model significantly enhances user participation, access rates, retention rates, and sharing rates of content. Specifically, user participation increased from 15 to 25%, reflecting a 66.7% rise. Content coverage increased from 20 to 35%, showing a 75% increase. User retention rate rose from 10 to 20%, indicating a 100% increase. Content sharing rate increased from 5 to 15%, reflecting a 200% rise. Additionally, the study discusses the model’s performance across various museum types, batch sizes, and learning rate settings, verifying its robustness and wide applicability.