高校微博、微信在高校宣传中的应用研究

发布时间：2018-10-23 14:59

【摘要】：新媒体的强大生命力和迅猛发展着实令人惊叹,而作为新媒体典型代表的微博、微信更是被人们广泛熟知和运用,并在政治、经济、文化等各个领域发挥着举足轻重的作用。高校一直以来是传递先进知识、精神文化的重要阵地,而高校学生则是一群乐于接受新兴事物的年轻群体,于是越来越多的高校纷纷开通官方微博、微信用以高校宣传工作。对30所样本院校开通微博、微信情况进行统计,可以看出各大高校对微博、微信重视程度不一,每个高校对微博、微信使用频率不相同,有些高校能保持更新连续性,积极与受众进行互动,相反也有部分高校缺乏与粉丝之间交流,活跃度、连续性差。同时各大高校在每个学期的不同时间段发布微博、微信的内容也有所差异,上课期间不仅发布量大且多以高校宣传内容为主,而在假期期间则主要以游玩攻略、节日祝福等内容为主。高校官方微博、微信在高校宣传中为高校宣传工作提供新平台,使高校宣传工作多了一条新的传播途径,高校宣传工作者通过微博、微信能突破时空阻碍,在任意时间、地点进行内容发布,完成宣传任务。微博、微信的固有特性不仅能提高宣传效率,还能运用丰富多样的内容发布形式增加宣传感染力,让受众体会到更优质的信息接收体验。高校运用微博、微信用以宣传既为高校提供了一个全新的宣传思路,也构建了一个全新的沟通渠道,实现与受众的双向交流。作为新事物的微博、微信在为高校宣传带来诸多机遇的同时也在所难免地为高校宣传工作带来不少挑战,新闻管理难度增大,舆论引导难度进一步增大,校园媒介的权威性也随之消解。为使微博、微信发挥最大积极效用,高校应不断加强管理水平,邀请专业人士进行运营、打理,同时应及时发声,积极引导正确舆论导向,兼顾好民主与权威的关系。
[Abstract]:The powerful vitality and rapid development of new media is really amazing. As a typical representative of new media, WeChat has been widely known and used, and plays an important role in politics, economy, culture and other fields. Colleges and universities have always been an important front for the transmission of advanced knowledge and spiritual culture, and college students are a group of young people willing to accept new things, so more and more colleges and universities have opened official Weibo, micro-credit to promote the work of colleges and universities. According to the statistics of Weibo and WeChat in 30 sample colleges and universities, we can see that all universities and colleges attach different importance to Weibo and WeChat, and each university has different frequency of using WeChat for Weibo. Some colleges and universities can maintain the continuity of updating. Active interaction with the audience, on the contrary, some colleges and universities lack of communication with fans, activity, poor continuity. At the same time, colleges and universities publish Weibo at different times of each semester, and the content of WeChat is also different. During the class period, the content is not only published in large quantities but also mainly in the propaganda content of colleges and universities, while during the holiday period, it mainly focuses on playing games. Holiday blessing and other content. University official Weibo, WeChat provides a new platform for the propaganda work in colleges and universities, which adds a new channel of communication to the propaganda work of colleges and universities. University propagandists can break through the obstacles of time and space and at any time through Weibo. Place to issue content, complete the task of publicity. Weibo, the inherent characteristics of WeChat not only can improve the efficiency of propaganda, but also can use rich and diverse forms of content distribution to increase publicity appeal, so that the audience can experience better information reception experience. By using Weibo and micro-credit, colleges and universities not only provide a new way of propaganda for colleges and universities, but also construct a new channel of communication to realize the two-way communication with the audience. As a new thing, Weibo, WeChat brings many opportunities for the propaganda of colleges and universities, but also inevitably brings many challenges to the propaganda work of colleges and universities, increases the difficulty of news management, and further increases the difficulty of guiding public opinion. The authority of campus media is also dispelled with it. In order to make Weibo and WeChat play the most positive effect, colleges and universities should constantly strengthen the management level, invite professionals to operate and take care of, at the same time, they should voice their voices in time, actively guide the correct public opinion guidance, and take into account the relationship between democracy and authority.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G647

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