本文關(guān)鍵詞：基于影響力視角的高校宣傳媒體整合研究　出處：《華僑大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 媒介影響力 高校宣傳媒體 媒體整合

【摘要】：高校宣傳媒體是高校推進(jìn)思想道德建設(shè)、加強(qiáng)校園文化建設(shè)的一個(gè)重要工具，也是高校對(duì)外交流的信息橋梁和文化陣地，同時(shí)也是高校開展對(duì)外工作的形象窗口。近年來，種類繁多的高校宣傳媒體在校園內(nèi)的地位逐漸下滑，呈現(xiàn)出影響力不足，甚至是嚴(yán)重衰弱的態(tài)勢(shì)。影響力決定著媒體的傳播價(jià)值，，是高校宣傳媒體建設(shè)的重中之重。為進(jìn)一步探析高校宣傳媒體生存和發(fā)展面臨的困境，本文以福建省三所高校（華僑大學(xué)、福建師范大學(xué)和集美大學(xué)）為例，通過對(duì)媒介影響力相關(guān)理論知識(shí)的梳理和研究，參照媒介影響力的廣度、深度、信度和高度四維評(píng)價(jià)體系，構(gòu)建對(duì)高校宣傳媒體在本科學(xué)生中的影響力的實(shí)證調(diào)查。調(diào)查顯示，目前高校校園宣傳媒體確實(shí)存在影響力不足的問題，經(jīng)過歸因分析，本文得出結(jié)論：要提升高校宣傳媒體影響力，就必須先改變高校宣傳媒體松散無序的現(xiàn)狀，構(gòu)建完善的傳媒組織機(jī)構(gòu)，進(jìn)而提出媒體整合。在對(duì)高校宣傳媒體整合的必要性和可行性進(jìn)行分析之后，針對(duì)高校宣傳媒體影響力存在的問題，本文以傳媒組織機(jī)構(gòu)為主體整合全校的宣傳資源，充分發(fā)揮媒介管理職能，提出相應(yīng)的整合對(duì)策，以提升高校宣傳媒體影響力，促進(jìn)高校宣傳媒體的創(chuàng)新和持續(xù)發(fā)展，最終服務(wù)于高校的行政管理工作開展和高校教學(xué)建設(shè)。
[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.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：G647;G206

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