媒介融合视角下高校新闻宣传工作机制研究

Study on College Propaganda Work from the Perspective of Media Convergence

在新媒体时代,高校新闻宣传工作面临着新的机遇与挑战,优化和创新工作模式具有重要意义。本研究分析了高校新闻宣传工作外部环境的新特征,同时,探讨了高校新闻宣传内部运作管理方面存在的问题,基于媒介融合视角,从矩阵式运作模式、融合性新闻生产以及多方位支持保障等方面,对高校新闻宣传工作机制的建设提出意见和建议。

In the new media environment, there are both challenges and opportunities for college propaganda work. It＇s important for college to optimize and innovate the propagandaworking mode. This study not only analyzed the new features of external environment, but also showed the problems of propaganda in universities and colleges.Based on the perspective of media convergence, it proposed solutions from three aspects to upgrade the college propaganda work： matrix management, fusion news production and multi-aspect support.