高校宣传工作新媒体融合研究

Research on Convergence and Innovation of Publicity in Universities

在媒体融合不断深入发展的背景下,高等学校多种媒体宣传力度出现了不足,表现为多种媒体宣传各自为政,宣传效果不佳;多种媒体宣传途径、宣传方向更难把握;"新媒体乱象"丛生,扰乱网络环境等。为了适应当前宣传工作的要求,解决高等学校多种媒体宣传的困扰,文章提出高校校园应融合各类媒体优势,构建新型立体宣传模式;拓展媒体合作空间,提升新闻宣传价值性;把握媒体合作主导权,提高宣传政治性;引进专业人才,加强校园新媒体队伍建设。

Against the background of the continuous development of media convergence,there has been a shortage in the publicity effects of multiple media in schools of higher education.For instance,there has been a lack of coordination among the various media with sacrifice in publicity effects;there has been differing timeliness in the publicity of the multiple media,affecting the value of news;with various approaches to multiple-media publicity,it is more difficult to grasp the direction of publicity;and with"new-media chaos",the network environment has been disturbed;and so on.To meet the requirements of present publicity work and address the problem in the multiple-media publicity in schools of higher education,colleges and universities should capitalize on the advantages of various types of media,and to build a new type of comprehensive mode of publicity.Besides,they should expand the space for media cooperation and improve the value of news.In addition,they should hold the cards in media cooperation and enhance the political nature of publicity.Finally,they should enroll professionals to build a strong team of new-media publicity.