网络传播对高校形象塑造的影响研究

发布时间：2018-06-05 07:28

本文选题：网络传播 + 高校形象　；参考：《电子科技大学》2012年硕士论文

【摘要】：良好的高校形象能够提升高校知名度和美誉度，增强学校的核心竞争力，是高校发展中极其珍贵的无形资产。网络因其及时性、开放性、交互性、匿名性等特点，在高校形象管理中起着重要作用。随着互联网的高度普及，社会对高校的关注度越来越高，高校之间的竞争越来越激烈，在这种形势下，探讨高校的形象管理，研究网络对高校形象塑造的影响问题，扩大高校的社会形象，树立高校的品牌价值，己经成为新时期摆在众多高校面前的一个崭新课题。网络可以实时传播信息，有着几何级倍数增长的传播速度；也有着难以控制的传播过程。网络传播的特性往往会使高校内部的一般小事件，演化成热点事件甚至是危机事件，而且近年来，高校形象危机事件呈现多发之势且快速增长。网络传播极大地削弱了传统意义上的“信息把关人”职能，缩短了高校应对形象危机的处理时间，高校形象的网上负面舆论漩涡的强度和频率不断加大，高校形象屡屡受损。本文对有关高校形象等概念作了理论梳理，，在此基础上解析网络传播的特征和影响，以网络传播对高校形象塑造为研究的逻辑起点，从受众角度对当前网络传播中高校形象的现状进行了实证调查，结合由网络舆论导致高校形象危机的一些典型事件，探索网络传播对高校形象塑造的影响。对网络传播影响下的高校形象塑造模式与传统媒体环境下的高校形象塑造模式进行比较发现：以前自上而下的单一模式变为了双向的互播模式，传者与受者的界限变得模糊；传播主体多元化；信息来源多渠道化……面对这种变化，制定新的高校形象塑造对策就具有一定的迫切性和必要性。网络传播在高校形象危机事件中有着正面和负面的双向传播作用，它深刻地影响着高校的信息传播。本文最后从高校、网络媒介、社会公众三个方面去构建网络传播影响下的高校形象塑造策略。在问卷调查和案例分析的基础上得到以下结论：网络传播是影响高校形象传播最重要的因素；网络传播的负面影响能够促使高校在形象管理过程中做出调整，最终产生正面效果；网络传播能改善对受众高校以往认知中的不足。
[Abstract]:A good image of colleges and universities can enhance the popularity and reputation of colleges and universities, enhance the core competitiveness of schools, and is an extremely precious intangible asset in the development of colleges and universities. Because of its timeliness, openness, interaction and anonymity, Internet plays an important role in the image management of colleges and universities. With the popularity of the Internet, the society pays more and more attention to colleges and universities, and the competition between colleges and universities becomes more and more intense. In this situation, the image management of colleges and universities is discussed, and the influence of network on the shaping of university image is studied. Expanding the social image and establishing the brand value of colleges and universities has become a new subject in front of many colleges and universities in the new period. The network can spread information in real time, which has the growth speed of geometric multiple, and also has the difficult to control the propagation process. The characteristics of network communication tend to make the common small events in colleges and universities evolve into hot events or even crisis events. In recent years, the image crisis events of colleges and universities show a tendency of multiple and rapid growth. Network communication greatly weakens the function of "information gatekeeper" in the traditional sense, shortens the time of dealing with the image crisis in colleges and universities, the intensity and frequency of the negative public opinion whirlpool on the network of university image is increasing constantly, and the image of university is often damaged. This paper analyzes the characteristics and influences of network communication on the basis of the theoretical analysis of the concepts of university image, and takes the network communication as the logical starting point for the study of the image of colleges and universities. This paper makes an empirical investigation on the present situation of the university image in the network communication from the audience angle, and explores the influence of the network communication on the image shaping of the university by combining with some typical events that the network public opinion leads to the university image crisis. Compared with the traditional media under the influence of network communication, the author finds out that the former single mode of top-down has become a two-way interbroadcasting mode, and the boundary between the communicator and the recipient has become blurred; The main body of communication is diversified and the information source is multi-channel. In the face of this change, it is urgent and necessary to formulate new measures to shape the image of colleges and universities. Network communication plays a positive and negative role in the crisis of university image. It has a profound impact on the information dissemination of colleges and universities. Finally, this paper constructs the image shaping strategy of university under the influence of network communication from three aspects: college, network media and social public. On the basis of questionnaire survey and case analysis, the following conclusions are drawn: network communication is the most important factor affecting the image communication of colleges and universities, and the negative influence of network communication can promote the adjustment in the process of image management in colleges and universities. Finally, it has positive effect. Network communication can improve the deficiency in the past cognition of the audience colleges and universities.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;G641

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