The advent of the digital age has reshaped the ecological landscape of cultural communication.
This paper focuses on young audiences (aged 18-35), who are digital natives, within the social media environment, exploring how they profoundly influence and reshape the communication effects of China’s cultural and museum industry.
Young audiences are not passive information recipients but rather key nodes and agents of meaning reproduction within the communication network of cultural and museum content.
Based on these findings, this paper proposes a systematic set of strategies for enhancing communication effects from four dimensions: content strategy, interaction mechanisms, brand building, and cross-sector integration, aiming to provide theoretical reference and practical guidance for cultural institutions in the digital era.