本文選題：網(wǎng)絡(luò)傳播 + 高校形象��； 參考：《電子科技大學(xué)》2012年碩士論文

【摘要】：良好的高校形象能夠提升高校知名度和美譽(yù)度，增強(qiáng)學(xué)校的核心競(jìng)爭(zhēng)力，是高校發(fā)展中極其珍貴的無(wú)形資產(chǎn)。網(wǎng)絡(luò)因其及時(shí)性、開(kāi)放性、交互性、匿名性等特點(diǎn)，在高校形象管理中起著重要作用。隨著互聯(lián)網(wǎng)的高度普及，社會(huì)對(duì)高校的關(guān)注度越來(lái)越高，高校之間的競(jìng)爭(zhēng)越來(lái)越激烈，在這種形勢(shì)下，探討高校的形象管理，研究網(wǎng)絡(luò)對(duì)高校形象塑造的影響問(wèn)題，擴(kuò)大高校的社會(huì)形象，樹(shù)立高校的品牌價(jià)值，己經(jīng)成為新時(shí)期擺在眾多高校面前的一個(gè)嶄新課題。 網(wǎng)絡(luò)可以實(shí)時(shí)傳播信息，有著幾何級(jí)倍數(shù)增長(zhǎng)的傳播速度；也有著難以控制的傳播過(guò)程。網(wǎng)絡(luò)傳播的特性往往會(huì)使高校內(nèi)部的一般小事件，演化成熱點(diǎn)事件甚至是危機(jī)事件，而且近年來(lái)，高校形象危機(jī)事件呈現(xiàn)多發(fā)之勢(shì)且快速增長(zhǎng)。網(wǎng)絡(luò)傳播極大地削弱了傳統(tǒng)意義上的“信息把關(guān)人”職能，縮短了高校應(yīng)對(duì)形象危機(jī)的處理時(shí)間，高校形象的網(wǎng)上負(fù)面輿論漩渦的強(qiáng)度和頻率不斷加大，高校形象屢屢受損。 本文對(duì)有關(guān)高校形象等概念作了理論梳理，，在此基礎(chǔ)上解析網(wǎng)絡(luò)傳播的特征和影響，以網(wǎng)絡(luò)傳播對(duì)高校形象塑造為研究的邏輯起點(diǎn)，從受眾角度對(duì)當(dāng)前網(wǎng)絡(luò)傳播中高校形象的現(xiàn)狀進(jìn)行了實(shí)證調(diào)查，結(jié)合由網(wǎng)絡(luò)輿論導(dǎo)致高校形象危機(jī)的一些典型事件，探索網(wǎng)絡(luò)傳播對(duì)高校形象塑造的影響。 對(duì)網(wǎng)絡(luò)傳播影響下的高校形象塑造模式與傳統(tǒng)媒體環(huán)境下的高校形象塑造模式進(jìn)行比較發(fā)現(xiàn)：以前自上而下的單一模式變?yōu)榱穗p向的互播模式，傳者與受者的界限變得模糊；傳播主體多元化；信息來(lái)源多渠道化……面對(duì)這種變化，制定新的高校形象塑造對(duì)策就具有一定的迫切性和必要性。 網(wǎng)絡(luò)傳播在高校形象危機(jī)事件中有著正面和負(fù)面的雙向傳播作用，它深刻地影響著高校的信息傳播。本文最后從高校、網(wǎng)絡(luò)媒介、社會(huì)公眾三個(gè)方面去構(gòu)建網(wǎng)絡(luò)傳播影響下的高校形象塑造策略。 在問(wèn)卷調(diào)查和案例分析的基礎(chǔ)上得到以下結(jié)論：網(wǎng)絡(luò)傳播是影響高校形象傳播最重要的因素；網(wǎng)絡(luò)傳播的負(fù)面影響能夠促使高校在形象管理過(guò)程中做出調(diào)整，最終產(chǎn)生正面效果；網(wǎng)絡(luò)傳播能改善對(duì)受眾高校以往認(rèn)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.
【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】：2012
【分類(lèi)號(hào)】：G206;G641

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 劉建華;陸俊;;大學(xué)生網(wǎng)絡(luò)輿論的形成機(jī)制分析[J];北京郵電大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2008年03期

2 孔燕;;地方高等師范院校組織形象評(píng)價(jià)指標(biāo)體系研究[J];四川職業(yè)技術(shù)學(xué)院學(xué)報(bào);2009年03期

3 湯文俊;;網(wǎng)絡(luò)傳播對(duì)大學(xué)生心理的負(fù)面影響及對(duì)策探討[J];重慶電力高等專(zhuān)科學(xué)校學(xué)報(bào);2009年03期

4 游敏惠;余惠瓊;;論網(wǎng)絡(luò)傳播對(duì)大學(xué)生人文素質(zhì)的影響[J];重慶科技學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2009年04期

5 李明,周旭明,葉振斌;影響高校穩(wěn)定的突發(fā)事件的預(yù)警模型研究[J];長(zhǎng)沙理工大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2005年02期

6 華敏,鐘華;透視高校形象建設(shè)中面臨的危機(jī)及其對(duì)策[J];太原城市職業(yè)技術(shù)學(xué)院學(xué)報(bào);2005年03期

7 劉潮臨;論大學(xué)形象[J];湖北社會(huì)科學(xué);2003年10期

8 陳尚義;;試論影響高校形象的十大基本要素[J];福州大學(xué)學(xué)報(bào)(哲學(xué)社會(huì)科學(xué)版);2005年04期

9 劉軍;高校CIS策劃與設(shè)計(jì)的方法研究[J];桂林航天工業(yè)高等專(zhuān)科學(xué)校學(xué)報(bào);2005年03期

10 宋海霞;;論網(wǎng)絡(luò)傳播中地方高校形象的構(gòu)建[J];桂林航天工業(yè)高等專(zhuān)科學(xué)校學(xué)報(bào);2011年01期

相關(guān)碩士學(xué)位論文 前1條

1 李斐;大眾傳媒對(duì)高校形象的塑造、影響及應(yīng)對(duì)策略[D];陜西師范大學(xué);2007年

本文編號(hào)：1981161