微博背景下的高校形象传播研究

发布时间：2018-04-16 13:20

本文选题：微博 + 高校形象　；参考：《西南大学》2012年硕士论文

【摘要】：自2006年美国Twitter网站的创建,微博作为一种新的互联网平台得到了迅速的发展,随着新浪微博2009年的正式上线和很多门户网站微博的推出,微博已经成为近几年一个很重要的传播平台,目前,微博正在改变公众的媒体习惯和信息的传播模式,微博用户也在不断增加,微博逐渐向大众化普及。社会名流、商业机构、党政机构、教育部门、普通网民,纷纷加入了这场声势浩大的微博潮流。微博时代的到来,为高校形象的传播带来了新的契机。微博已经成为公众了解高校信息的重要平台,同时,微博也影响着公众对高校的认识和评价,并且影响着公众的评价标准。面对微博的快速发展和公众对高校相关信息的需求,高校正积极开拓信息传播的新途径,抓住良好时机提升高校形象,使公众更加了解高校,从而得到公众的支持和对高校形象的新的理解。对于高校形象的传播而言,微博成为崭新一代的媒介形态,其文字、声音、图片、视频等融为一体的信息形式和自组织、草根化、即时化、多“空间”、圈群化、嵌套性的传播特性,不仅拓展了高校形象的传播渠道,也实现了高校官方机构与公众的互动交流和高校与社会资源对接。基于此,本文试图在传播学理论框架下对微博与高校形象传播之间的关系进行研究,着重研究微博对高校形象塑造的影响,并对微博背景下的高校形象传播进行了分析和思考,从传播学的角度进行理论的架构,对高校形象在微博传播过程中的现状、特点以及发展趋势进行论述,内容主要包括微博背景下高校形象的传播形态,高校形象传播的典型案例分析,高校形象传播存在的问题与未来的发展。通过研究发现,微博背景下高校形象的传播形态主要有两类,一是提供信息服务的高校的相关微博,二是微博中引起的或产生的受到围观的高校的相关事件。高校相关微博是高校主动适应新媒体发展的快速反应,通过信息服务和公众互动树立高校新形象；而在高校热点事件相关的微博围观中,高校的官方回应和积极引导加深公众对高校的理解,获得更多的支持。在微博背景下高校形象传播案例分析中,本文以复旦大学、北京电影学院、重庆大学、山东大学和武汉大学五所高校的官方微博为典型案例,通过拉·H拉斯韦尔的5W传播理论全面探析微博传播过程的特点和规律,对微博主体、内容、媒介、受众、效果五个方面进行切入,结合传播学、形象学的相关理论进行深入剖析。研究发现,高校微博可以改变过去公众对于高校的刻板成见,对高校形象的传播有促进作用,但也存在高校微博定位不明确、内容同质化、受众参与程度低等不足。总而言之,高校形象的传播需要整合多种渠道,虽然微博并不是唯一的途径,但微博作为一种新的传播形态,其传播意义和社会影响与日俱增,而高校形象也将通过与微博的联姻呈现出新的面貌。
[Abstract]:Weibo, as a new Internet platform, has been developing rapidly since the establishment of Twitter website in 2006.Weibo has become a very important communication platform in recent years. At present, Weibo is changing the media habits of the public and the mode of dissemination of information.Celebrities, commercial organizations, party and government organizations, education departments, ordinary Internet users have joined the huge trend of Weibo.The arrival of Weibo's era has brought a new opportunity for the dissemination of the image of colleges and universities.Weibo has become an important platform for the public to understand the information of colleges and universities. At the same time, Weibo also affects the public understanding and evaluation of colleges and universities, as well as the public evaluation standards.In the face of Weibo's rapid development and the public's demand for information related to colleges and universities, colleges and universities are actively exploring new ways of information dissemination, seizing good opportunities to promote the image of colleges and universities, and making the public know more about colleges and universities.In order to get public support and a new understanding of the image of colleges and universities.As far as the dissemination of university image is concerned, Weibo has become the new media form of a new generation, with its text, sound, pictures, video and other information forms and self-organizing, grassroots, instant, multi-" space ", group, etc.The characteristics of nesting communication not only expand the channel of communication of university image, but also realize the interactive communication between university official organization and the public and the connection between university and social resources.Based on this, this paper attempts to study the relationship between Weibo and university image communication under the framework of communication theory, focusing on the influence of Weibo on the image shaping of colleges and universities, and analyzes and ponders the image communication of colleges and universities under the background of Weibo.From the perspective of communication theory, this paper discusses the present situation, characteristics and development trend of the image of colleges and universities in the process of transmission of Weibo. The content mainly includes the communication form of the image of colleges and universities under the background of Weibo.Analysis of typical cases of image communication in colleges and universities, problems and future development of image communication in colleges and universities.Through the research, it is found that there are two kinds of communication forms of university image under the background of Weibo, one is the relevant Weibo of the university providing information service, the other is the events caused or produced by the university which is under the view of the public.University related Weibo is a rapid response of colleges and universities to adapt to the development of new media actively, through information services and public interaction to establish a new image of colleges and universities.The university's official response and active guidance deepen the public's understanding of the university and gain more support.In the case study of image communication of colleges and universities under the background of Weibo, this paper takes the official of Fudan University, Beijing Film Academy, Chongqing University, Shandong University and Wuhan University as typical cases.Through the 5W communication theory of La H Raswell, this paper comprehensively analyzes the characteristics and laws of Weibo's communication process, and cuts into five aspects: the subject, the content, the media, the audience and the effect of Weibo, and combines with the communication theory.The related theory of image science carries on the thorough analysis.The study found that Weibo can change the stereotype of colleges and universities in the past and promote the dissemination of university image. However, there are still some shortcomings such as the unclear orientation, the homogeneity of content and the low level of audience participation in colleges and universities.In short, the transmission of university image needs to integrate various channels. Although Weibo is not the only way, as a new form of communication, its communication significance and social impact are increasing.The image of colleges and universities will also show a new face through the marriage with Weibo.
【学位授予单位】：西南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206;G647

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