媒介分析视野下构建立体化招生宣传网络的思考——基于招生宣传工作实践

Constructing Three-Dimensional Enrollment Propaganda Network from the Perspective of Media Analysis——Based on Enrollment Practice

招生宣传媒介运用得当与否,直接影响考生的填报意愿和报考信心,紧密关系到学院的知名度和影响力,对短期的招生效果起到决定性作用。如何发掘传统媒介的价值和追求更有效率的新媒介,是高校招生宣传需要探索的重点。在科技水平日益提高的信息社会,考生获取院校信息的途径越显丰富,网络平台、手机软件等新媒介逐步占领考生视野,给传统的招生宣传方式带来不可忽视的冲击。

The proper use of enrollment propaganda media directly affects the candidates＇ willingness and confidence to apply for a school, which plays a decisive role on short-term enrollment closely related to the school＇s publicity and influence. At present, the key point for colleges to study is how to explore the value of traditional media and the pursuit of more effective new media. In the information society, the candidates can obtain the information of colleges via new media such as network and mo- bile software which bring great influence to the traditional enrollment propaganda.