基于影响力视角的高校宣传媒体整合研究

发布时间：2018-01-15 04:15

本文关键词：基于影响力视角的高校宣传媒体整合研究　出处：《华侨大学》2014年硕士论文　论文类型：学位论文

【摘要】：高校宣传媒体是高校推进思想道德建设、加强校园文化建设的一个重要工具，也是高校对外交流的信息桥梁和文化阵地，同时也是高校开展对外工作的形象窗口。近年来，种类繁多的高校宣传媒体在校园内的地位逐渐下滑，呈现出影响力不足，甚至是严重衰弱的态势。影响力决定着媒体的传播价值，，是高校宣传媒体建设的重中之重。为进一步探析高校宣传媒体生存和发展面临的困境，本文以福建省三所高校（华侨大学、福建师范大学和集美大学）为例，通过对媒介影响力相关理论知识的梳理和研究，参照媒介影响力的广度、深度、信度和高度四维评价体系，构建对高校宣传媒体在本科学生中的影响力的实证调查。调查显示，目前高校校园宣传媒体确实存在影响力不足的问题，经过归因分析，本文得出结论：要提升高校宣传媒体影响力，就必须先改变高校宣传媒体松散无序的现状，构建完善的传媒组织机构，进而提出媒体整合。在对高校宣传媒体整合的必要性和可行性进行分析之后，针对高校宣传媒体影响力存在的问题，本文以传媒组织机构为主体整合全校的宣传资源，充分发挥媒介管理职能，提出相应的整合对策，以提升高校宣传媒体影响力，促进高校宣传媒体的创新和持续发展，最终服务于高校的行政管理工作开展和高校教学建设。
[Abstract]:The propaganda media of colleges and universities is not only an important tool to promote the ideological and moral construction and strengthen the construction of campus culture, but also an information bridge and cultural position for colleges and universities to communicate with foreign countries. In recent years, the status of a wide variety of university propaganda media in the campus gradually declined, showing a lack of influence. Even the situation of serious weakness. The influence of the media determines the value of communication, is the most important part of the construction of the propaganda media in colleges and universities. In order to further explore the plight of the survival and development of the propaganda media in colleges and universities. This paper takes three universities in Fujian Province (overseas Chinese University, Fujian normal University and Jimei University) as an example, through combing and studying the relevant theoretical knowledge of media influence, referring to the breadth and depth of media influence. Reliability and high degree of four-dimensional evaluation system to construct the impact of the university propaganda media in undergraduate students empirical investigation. The survey shows that the current campus propaganda media in colleges and universities do not have enough influence. After the attribution analysis, this paper concludes: in order to enhance the influence of the propaganda media in colleges and universities, we must first change the loose and disorderly situation of the propaganda media in colleges and universities, and construct a perfect media organization. Then put forward the media integration. After analyzing the necessity and feasibility of the media integration in colleges and universities, aiming at the problems existing in the influence of the propaganda media in colleges and universities. This article takes the media organization as the main body to integrate the whole school propaganda resources, fully exerts the media management function, proposes the corresponding conformity countermeasure, in order to enhance the university propaganda media influence. To promote the innovation and sustainable development of the propaganda media in colleges and universities, and finally to serve the development of administrative work and teaching construction in colleges and universities.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G647;G206

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