【摘要】：高校校園文化作為社會(huì)主流文化的代表之一，具有育人功能、導(dǎo)向功能、凝聚功能、激勵(lì)功能和輻射功能。作為新興媒體的微博具有促進(jìn)網(wǎng)絡(luò)交往深度化發(fā)展、加速網(wǎng)絡(luò)人群分化、促進(jìn)輿論傳播與表達(dá)、加強(qiáng)社會(huì)動(dòng)員等功能特征，傳播速度即時(shí)性，交流語(yǔ)境微型化、碎片化，傳播內(nèi)容自主化，傳播方式互動(dòng)化。在以微博為代表的“自媒體”時(shí)代，既為高校校園文化建設(shè)提供新的載體和契機(jī)，同時(shí)也為之帶來(lái)了諸多挑戰(zhàn)。 高校作為先進(jìn)文化的代表，需要借助微博的優(yōu)勢(shì)，不斷推動(dòng)校園文化建設(shè)。微博為高校校園文化建設(shè)提供了新的載體，提高了高校校園文化建設(shè)的參與度。一方面，高校擁有了校園文化建設(shè)更加開放、更加廣闊的平臺(tái)，豐富了校園文化建設(shè)的內(nèi)容，微博也可以成為高校對(duì)外、對(duì)內(nèi)宣傳的有利窗臺(tái)，成為服務(wù)師生的平臺(tái)，有利于做好輿情收集和引導(dǎo)。另一方面，微博的應(yīng)用也為高校校園文化建設(shè)帶來(lái)了消極影響。把關(guān)人的缺失，傳播內(nèi)容難以把控，高校議程設(shè)置的能力減弱，而且容易導(dǎo)致學(xué)生沉溺于微博。 充分把握微博的話語(yǔ)特征，轉(zhuǎn)變高校校園文化建設(shè)的原有理念，從“一元獨(dú)白”到“多元對(duì)話”，從“高勢(shì)位”灌輸?shù)健扒度胧健北磉_(dá)，，從“完美化”包裝到“生活化”展示，在實(shí)踐中找到微博推動(dòng)高校校園文化建設(shè)的策略和實(shí)現(xiàn)途徑，那就是：構(gòu)建高校多層次的微博體系，維護(hù)學(xué)校微博品牌，加強(qiáng)微博內(nèi)容管理，關(guān)注微博話題策劃，創(chuàng)建學(xué)校微博關(guān)系群，關(guān)注微博輿論預(yù)防危機(jī)，培養(yǎng)微博管理團(tuán)隊(duì)。
[Abstract]:As one of the representatives of the mainstream culture of society, campus culture in colleges and universities has the functions of educating, guiding, condensing, motivating and radiating. Weibo, as a new media, has the functional characteristics of promoting the deep development of network communication, speeding up the differentiation of network crowd, promoting the dissemination and expression of public opinion, strengthening social mobilization, etc., the speed of communication is instant, the communication context is miniaturized, fragmented, the communication content is autonomous, and the communication mode is interactive. In the era of "self-media" represented by Weibo, it not only provides a new carrier and opportunity for the construction of campus culture in colleges and universities, but also brings many challenges to it. As the representative of advanced culture, colleges and universities need to use the advantages of Weibo to constantly promote the construction of campus culture. Weibo provides a new carrier for the construction of campus culture and improves the participation in the construction of campus culture. On the one hand, colleges and universities have a more open and broader platform for campus culture construction, which enriches the content of campus culture construction. Weibo can also become a favorable window sill for colleges and universities to publicize abroad and internally, and become a platform for serving teachers and students, which is conducive to collecting and guiding public opinion. On the other hand, the application of Weibo has also brought a negative impact on the construction of campus culture in colleges and universities. The lack of gatekeeper, the dissemination of content is difficult to control, the ability to set the agenda of colleges and universities is weakened, and it is easy for students to indulge in Weibo. Fully grasp the discourse characteristics of Weibo, change the original concept of campus culture construction in colleges and universities, from "monologue" to "pluralistic dialogue", from "high potential" indoctrination to "embedded" expression, from "perfect" packaging to "life" display, find the strategy and realization way of Weibo to promote the construction of campus culture in colleges and universities in practice, that is, to construct a multi-level Weibo system in colleges and universities and maintain the Strengthen Weibo content management, pay attention to Weibo topic planning, create a school Weibo relationship group, pay attention to the public opinion to prevent the crisis, cultivate the management team.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G641;G206

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