大学软实力:受众认同与建设路径  

The Universities' Soft Power:Audience Identity and Building Route

作　　者：韩波[1] 

机构地区：[1]宁波大学党委办公室/校长办公室,浙江宁波315211

出　　处：《宁波大学学报（教育科学版）》2015年第3期60-63,共4页Journal of Ningbo University(Educational Science Edition)

基　　金：宁波大学校级科研基金"基于目标受众角度的大学文化软实力建设研究"(XYW12020)

摘　　要：大学软实力是一个生成与积累的过程,这一过程的实际是大学和受众之间的一种互动。在互动中,软资源只有得到受众的认同,才能真正转化为软实力,因此受众视角是大学软实力研究的重要向度。软资源的积淀、传播、影响与受众的感知、了解、认同共同展现了大学软实力的生成与积累过程。在软实力建设中,大学应注重受众需求与大学引领相结合、软资源积淀与硬资源建设相结合、单向传播与双向沟通相结合。The soft power of university is a process of formation and accumulation, this process is a kind of interaction between the University and the audience. In the interaction, soft resources are only their approval, can really into soft power, so the audience is an important dimension of university perspective soft power research. Accumulation, dissemination, and the audience＇s perception of the impact of soft resources, understand, agree together to form the University of generation and accumulation of soft power. In soft power construction, universities should focus on the needs of the audience and leading universities combine soft and hard resource development resource accumulation combined one-way communication with the combination of two-way communication.

关 键 词：大学 软实力 受众 认同 

分 类 号：G646[文化科学—高等教育学]