新媒体环境下大学形象塑造与传播研究

Research on the Image Building and Communication of Universities in the New Media Environment

以互联网、手机为代表的新媒体飞速发展,使得大学形象的塑造既面临着难得的机遇,也面临着诸多的挑战。通过对大学形象概念及其内涵的审视,在把握目前大学形象塑造面临的现实问题基础上,阐述新媒体环境下提升大学形象的传播策略,可以为高校大学形象塑造提供方法引导和路径支撑。

With the rapid development of new media represented by Internet and mobile phone,the image building of universities is facing not only rare opportunities,but also many challenges.Through the survey of the concept and connotation of university image,on the basis of grasping the practical problems faced by university image building at present,this paper expounds the communication strategy of promoting university image under the new media environment,which provides the method guidance and path support for university image building.