摘要
习近平总书记指出:“推动媒体融合发展、建设全媒体成为我们面临的一项紧迫课题”。然而,目前高校宣传思想工作却存在传播格局分众化、网络舆情偶发、渠道整合不畅、内容同质化严重等诸多问题,亟需设计一套科学的宣传思想工作机制。文章基于社会嵌入等媒体融合理论,分析了媒体融合的运行机制,剖析了高校宣传思想工作的现状及问题,提出了T大学商学院媒体融合的案例,并详细阐述作用机制,得出改进宣传思想工作的措施:即明确媒体功能,把握受众需求;整合媒体形态,形成全媒体矩阵;创新传播内容,打造特色品牌;重塑传播形象,规范视觉传达;协同传播主体,盘活整体宣传力量;服务传播客体,提升用户满意度。以期为高校开展宣传思想工作提供理论与实践借鉴。
General Secretary Xi Jinping has pointed out: “It is an urgent task for us to promote the development of media convergence and construct omnimedia.” However, at present, there are many problems in the propaganda and ideological work in colleges and universities, such as the decentralization of communication pattern, occasional occurrence of network public opinion, poor integration of channels, serious homogenization of contents and so on. Therefore, it is urgent to design a set of scientific mechanism of propaganda and ideological work. Based on the theory of media convergence, such as social embeddedness, this paper analyses the operation mechanism of media convergence and the current situation and problems of propaganda and ideological work in colleges and universities. It also puts forward the case of media convergence of business school in T university and elaborates its mechanism to obtain the measures to improve the propaganda and ideological work, which is to clarify the media function and grasp the needs of the audience, integrate media forms to form an omnimedia matrix, innovative communication content and create distinctive brands, reshape the image of communication and standardize visual communication, coordinate communication subjects and revitalize the overall propaganda force and service communication objects and improve users’ satisfaction. This paper aims to provide theoretical and practical reference for propaganda and ideological work in colleges and universities.
作者
宇文慧
池家欣
李庚
Yu Wenhui;Chi Jiaxin;Li Geng(College of Management and Economics,Tianjin University,Tianjin 300072,China)
出处
《天津大学学报（社会科学版）》
2022年第6期518-524,共7页
Journal of Tianjin University：Social Sciences
关键词
媒体融合
高校
宣传思想工作
media convergence
colleges and universities
propaganda and ideological work
