高校媒体形象传播策略研究——基于南京农业大学2010—2014年外宣报道的内容分析

Communicational Strategy of University Media Image:Based on Content Analysis of External Publicity Reports on Nanjing Agricultural University During 2010-2014

高校媒体形象的塑造与传播,是构建良好外部发展环境的重要途径。基于传播策略领域理论,借鉴企业形象识别系统(CIS),构建高校媒体形象识别系统,并将该系统应用于南京农业大学对外宣传报道的内容分析,从报道数量、主题和方式等方面呈现高校媒体形象。针对高校媒体形象建设中存在的问题,从高校媒体形象传播定位策略、系统性策略、品牌策略、多元化策略等角度提出相关建议,以期为塑造良好的高校媒体形象提供借鉴。

The shaping and dissemination of university media image is an important approach to the construction of a good external publicity environment for the universities.Based on the theories of communicational strategy and concepts of Corporate Identity System,in this paper,we built a university media identity system and applied it to the content analysis on the external publicity reports on Nanjing Agricultural University during 2010-2014.The analysis shows the university media image from such dimensions as number,theme and approach.Concerning current problems,this paper proposed some suggestions on university media image construction from the perspectives of communicational strategy,systematic strategy,brand strategy,diversification strategy among others in order to provide beneficial references for shaping a brand-new university media image.