Introduction of CMTS：
中国博物馆热搜榜（Chinese Museum Trending Searches，简称中博热搜榜，CMTS）由中国文物交流中心指导，博物馆头条统计发布，多家文博行业权威组织和公益机构支持，已持续发布数十期全国百强热搜博物馆榜单（季度发布）和博物馆十大热搜展览推介（月度发布），全国5000余家备案博物馆纪念馆均已纳入热搜样本库，重点跟踪千余家国家一、二、三级博物馆。
Directed by AEC, calculated and published by Museum Headlines, and supported by many authoritative organizations and public welfare institutions in the cultural and museum industry, Chinese Museum Trending Searches (CMTS for short) has released the Top Searched 100 Museums in China (quarterly) and the Top 10 Trending Museum Exhibitions (monthly) for more than 10 times with more than 5,000 registered museums and memorials nationwide have been included in the trending sample database, with a focus on tracking more than 1,000 national first-grade, second- grade and third- grade museums.
The self-developed CMTS comprehensive index evaluation system is used to calculate the relevant data, and 20 indices are set as the evaluation basis according to the four dimensions of foundation, behavior, communication and brand. The detailed index basis of the four dimensions is listed as follows.
The foundation dimension consists of four indices, including the Permanent Exhibition Index, New Exhibition Index, Visitor Index and Openness Index. The Permanent Exhibition Index is scored based on the number of permanent exhibitions in each museum in the statistical quarter; the New Exhibition Index is scored based on the number of new exhibitions opened in each museum in the statistical quarter; the Visitor Index is scored based on the number of visits to each museum in the statistical quarter; and the Openness Index is scored based on the opening hours of each museum in the statistical quarter.
The behavior dimension covers four indices, including the Platform Index, the Cultural and Creative Index, the Publishing Index and the Education Index. The Platform Index is scored based on the number of platforms released by each museum in the statistical quarter; the Cultural Creation Index is scored based on the number of cultural and creative products developed by each museum in the statistical quarter; the Publishing Index is scored based on the number of news released by each museum in the statistical quarter; and the Education Index is scored based on the number of educational activities held by each museum in the statistical quarter.
The communication dimension covers 7 indices, including Baidu Index, WeChat Index, Weibo Index, Toutiao All-Platform Index, Short Video Index, Newrank Index and Pageview Index. Among them, Baidu Index, WeChat Index and Weibo Index are obtained by using their official statistical platforms, and the final index is the average value calculated by collecting the data of each museum in this statistical quarter. Toutiao All-Platform Index is obtained by using the massive index platform, and the final index is the average value calculated by collecting the data of each museum in this statistical quarter; Short Video Index is scored according to the transmitting volume of short videos released by each museum in this statistical quarter; Newrank Index uses the index query tool of Newrank to collect data; the Pageview Index is scored according to the page views of each museum in this statistical quarter.
The brand dimension covers five indices, including the Honor index, Social Sentiment Index, Trending Search Growth Index, Netizen Attention Index and Media Attention Index. Among them, the Honor index is scored on the basis of the number of awards received by each museum in this statistical quarter; the Social Sentiment Index is scored on the basis of the number of public opinion events that occurred in each museum in this statistical quarter; the Trending Search Growth Index is scored on basis of the change of the ranking of each museum on the trending list in this statistical quarter; the Netizen Attention Index is scored on the basis of the number of people who answered in the questionnaire of each museum in this statistical quarter; the Media Attention Index is scored on the basis of the number of provincial/municipal media that subscribe the information of the museum in the list.
Through systematic, scientific and high-quality evaluation, promotion and introduction of museums, the Trending Index of museums nationwide is formulated by CMTS based on big data analysis, which makes museums more worthy of their names and gives museum visitors a better information guide and visiting experience as well as substantial gains, better bridging the museums with public needs. Building the constructive interaction between museums and the public, it is an indicator system that reflects the social influence of museums and can be seen as a popular guide to the “attractiveness of museums” in modern China, helping museums to develop better and to better meet the growing cultural needs of the people.
On June 12, 2020, the first five lists were officially released by CMTS, including: Top 10 Trending Museums (monthly), Top 10 Trending Museum Exhibitions (monthly), Top 10 Trending Museums (Revolutionary Museums and Memorials, monthly), 10 Trending Museums (Natural Museums, monthly) and Top Searched 100 Museums in China (quarterly) . As of April 19, 2022, CMTS has released the Top Searched 100 Museums in China (quarterly) for 8 times and the Top 10 Trending Museum Exhibitions (monthly) for more than 21 times, in which 210 outstanding exhibitions presented in 93 museums were recommended. Based on multi-dimensional statistics, CMTS has released the Top Searched 50 Memorials and Top 10 Trending Museums around China, comparing the popularity of museums from their categories and locations. With the aim to collect more comprehensive information of museums that attracted the public attention, CMTS strives to release a more comprehensive, authoritative and updated trending museums list, and providing recommendation services for outstanding museums at all levels across the country.
Since its release, CMTS has received widespread attention from both inside and outside the museum industry and highly praised by major media websites and museums. Popularity of these lists on the Internet has increased the influence of CMTS. Museum enthusiasts also participated in the discussion on the topic concerning CMTS on social platforms and the #CMTS has been read by over 6.23 million people on Weibo alone, making it a hot topic for museum enthusiasts and practitioners to exchange and discuss. Four renowned experts and scholars in the field of museums and communication were interviewed at the beginning of the release of CMTS, and they commented on the impact of the release of the list, the construction of the trending list evaluation system, and popularity and promotion of museums, respectively. They are Tan Ping, Secretary of the Party General Branch and Director of the AEC and Chairman of the Exhibition Exchange Special Committee of the Chinese Museums Association (CMA); Cao Bingwu, Researcher of the Chinese Academy of Cultural Heritage and former Chairman of the Media Special Committee of CMA, Bu Xiting, Director of the Public Culture Research Base of the Ministry of Culture and Tourism and Secretary of the School of Cultural Industry Management of the Communication University of China (CUC); and Pan Shouyong, Professor of the College of Arts of Shanghai University and Director of the Library of Shanghai University. Representing the professional group, they gave high praise to CMTS and affirmed its role in helping the development of the museum industry. CMTS will continue to explore the communication path of the culture and museum industry in the new era and accelerate the business development of the culture and museum industry. It aims to become a benchmark for museums to review and improve themselves, and provide a public guide for “museum consumption”.
As the first comprehensive trending list in the field, CMTS is centered on the social attention and influence of museums, allowing museums to obtain more timely and accurate self-feedback and recognition of their social services and social impact, allowing visitors to learn more about museums, especially exhibitions, services and operations, and to obtain more timely and accurate information and related services. It will actively promote museums to hold more high-quality exhibitions and activities that meet the requirements of the times, public demands, reflect the characteristics of the brand, and create popular exhibitions, encouraging more visitors to actively visit museums and enhance the cultural atmosphere of society as a whole.
With the aim to build a professional, credible, distinctive and influential industry promotion brand, CMTS will certainly help Chinese museums in the new era to better promote and inherit the excellent traditional culture, revolutionary culture and advanced socialist culture of the country. By encouraging museums to hold more fine exhibitions and activities that meet the requirements of the times, satisfy public demand and reflect brand characteristics, it aims to create museums enjoying high popularity.