媒介融合背景下的高校校媒运营策略探析——以南京农业大学为例

发布时间：2018-05-10 15:51

本文选题：新媒体传播 + 互联网思维　；参考：《中国农业教育》2015年06期

【摘要】：在媒介融合的传播背景下,高校校园媒体运营呈现工具理性趋向,即偏重技术层面的运用,缺乏对其传播规律及其本质的探索研究,校园媒体的融合发展流于形式,只是传统媒体基础上的技术叠加,或呈现传统媒体与新媒体并行运营的传播局面。为规避这种对互联网技术的表层运用,以南京农业大学的校园媒体运营为例,通过对"互联网思维"内涵较为深入的剖析,探索互联网思维中所包含的"用户思维""平台思维""融合思维""产品思维"如何在高校校园媒体运营中得到运用。高校这一传播主体只有超越原有的媒体运营逻辑和传播惯性,打造成一个基于互联网思维的全媒体,才能有效推进各个校园媒体平台间的融合与创新。
[Abstract]:Under the background of media integration, the operation of campus media in Colleges and universities has a tendency of instrumental rationality, that is, the use of technical level, lack of exploration and Research on its propagation law and its essence. The integration of campus media is a form of development, only the technology superimposed on the traditional media, or the parallel operation of traditional media and new media. In order to avoid the surface application of the Internet technology, taking the campus media operation of Nanjing Agricultural University as an example, through an in-depth analysis of the connotation of "Internet thinking", it explores how the "thinking" of "user thinking" "platform thinking" "fusion thinking" and "product thinking" included in the Internet thinking can be obtained in the operation of campus media. In order to promote the integration and innovation of the various campus media platforms, the main body of the university is only surpassing the original media operation logic and communication inertia, making it a whole media based on the Internet thinking.

【作者单位】：南京农业大学;
【基金】：南京农业大学党建研究会、思想政治教育研究会2015年立项课题“新媒体环境下高校公共形象建构策略研究”(SZYB1507)
【分类号】：G647;G206

【共引文献】