媒介融合视阈下广告专业实践教学的新发展

New Development of Advertising Professional Practice Teaching in the Media Convergence Context

媒介融合的发展趋势催生了新的信息传播平台,也促就了不同媒介的交融和互动。媒介融合趋势并非单纯影响着媒介产业的发展,也对与之相关的一系列产业产生了思维上的影响。行业的动态变化,自然要求专业教育领域的发展要与之相适应。因而要认知到传统的广告专业实践教学中存在着一些发展困境:教师中心制的教学局限、与市场脱节的实践环境、跨学科实践合作的困境等。遵循着媒介融合思维,广告专业实践教学需要新思路为其增添活力,诸如强化互联网思维的实践体系建构;鼓励开放式实战教学的项目建设;建设多学科合作的实践平台。

The media convergence trend not only provides a new information and communication platform, but also pro-motes the blend and interaction of different media. This trend affects the development of the media industry as well as the thinking for a series of related industries. Naturally, dynamic changes in the industry require the corresponding development of professional education in the field. Therefore, we must recognize the development predicament in traditional advertising professional practice teaching such as the limitation of the teacher-centered teaching system, the practice environment disconnected from the market and the dilemma in interdisciplinary practice cooperation. In the context of media convergence, advertising professional practice teaching needs new ideas to add to its vitality, such as strengthening the Internet thinking practice system, encouraging open practical teaching projects and building multidisciplinary practice platform.