新媒体时代高校形象传播的新思路

New Ideas of the University's Image-broadcasting in the New Media Age

新媒体时代带来全新的媒介格局,高校的形象传播机遇与挑战并存。在新媒体时代下,高校形象传播不能因为新兴媒体的强势发展而忽略了传统媒体的优势,要让传统媒体与新兴媒体各自发挥优势的同时又将二者有机结合,形成优势互补的局面,打造高校形象传播的全方位深层次格局。本文通过阐释新媒体时代的概念和特征,分析新媒体对于高校形象传播产生的具体影响,进而探寻新媒体时代下高校形象传播的新思路。高校形象传播的新思路是高校形象建设顺时应势的结果,是新媒体时代发展的必然产物。

In the new media age, the university＇ s image - broadcasting faces both opportunities and challenges. In spite of the strong development of new media, the university image-broadcasting cannot ignore the advantages of tra- ditional media. We should make the best use of both traditional and new media to fully create and broadcast the u- niversity image. This paper, by explaining the concepts and features of the new media age, analyses the specific impact of new media on the university image - broadcasting, and further explores the new ideas of the university＇ s image-broadcasting.