Abstract
In the era of new media, the external publicity of museums should also actively use new media thinking and new media tools. Web pages are one of the main new media tools for external publicity of museums today, or they can be called the “facade on the Internet” of museums. This paper attempts to understand the public relations between the British Museum and Chinese audiences through the comparison of the layout and content of the British Museum’s Chinese and English homepage, including the perfection of its communication information, the frequency of maintaining the website, the aesthetics of the layout design, etc., in order to get a glimpse of the attitude of the British Museum towards Chinese audiences.
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