新媒体环境中高校校园舆论引导的必然、实然与应然

Necessity, Actuality and Responsibility of Public Opinion Guidance on University Campus in New Media Environment

新形势下,高校应当借助新媒体技术手段营造良好的校园舆论,这是由高校校园舆论受新媒体影响的特定性、广泛性、渗透性与复杂性等因素所决定的。当前,高校校园舆论引导主体的行动滞后、引导客体的定位模糊、引导介体的融合不足、引导环境的营造不足,一定程度上造成了新媒体应用的困境。而要改变这一现状,提高新媒体在高校校园舆论引导上的质量,就需要树立应用新媒体的发展理念、建构新媒体高效的生产模式、协同创新媒体间的平台互补和集中汇聚新媒体的各种力量。

With new media technology, higher educational institutions should build positive public opinion on campus that is determined by the influence of specificity, extensiveness, permeability and complexity under the new situation. At present, many factors on the university campus, such as, action-lag of guiding subject, orientation-ambiguity of guiding object, insufficient integration of guiding intermediaries and incomplete construction of guiding environment, have caused difficulty in application of new media to a certain extent. To change this situation and improve the quality of new media under the guidance of public opinion on campus, it is necessary to establish the development concept of applying new media;construct efficient production modes of new media;integrate platforms between media and concentrate on new media by various strengths.