地方普通高校事件传播影响力评估与提升——以H大学为例

Evaluating and Promoting Influence of Information Dissemination of Local Colleges and Universities——Taking H University as an Example

传播影响力正成为评估地方普通高校的一项重要指标。本文以H大学三年36件热点事件为例,对不同群体进行问卷调查,分析他们对事件的记忆与影响评价,进而对学校的事件传播影响力进行评估与反思。调查表明,事件传播意图与实际传播效果有一定差异;网络成为受者了解学校的主渠道;口碑传播获取信息成为新热点等。在此基础上,笔者对地方高校事件传播影响力的提升提出选择性传播等五点建议。

Influence of information dissemination has become an important index to evaluate the local colleges and universities. In this paper, taking 36 pieces of hot events of Hangzbou Normal University in the last three years as an example, a survey is carried out by means of questionnaires to different groups, to analyze their memory for events and their assessment, and finally to assess and reflect the influence of information dissemination. Investigation shows there are differences between the intention and the actual effects; network has become a major channel for recipients to know universities; word-of-mouth information has become the new focus. On this basis, five proposals are put forward on the selective information dissemination of local colleges and universities.