新媒体视域下地方综合性高校广告学专业人才培养模式革新  

Study on Training Mode Reform of Advertising Specialty Talents in Local Comprehensive Universities from the Perspective of New Media

作　　者：朱志勇[1] 

机构地区：[1]黑龙江大学新闻传播学院,黑龙江哈尔滨150080

出　　处：《黑龙江高教研究》2015年第5期139-142,共4页Heilongjiang Researches on Higher Education

基　　金：2013年度黑龙江省高等学校教改项目"黑龙江大学广告学专业复合型人才培养模式的改革和实践"(编号:JG2013010087)阶段性成果;2012年度黑龙江省哲学社会科学研究规划项目"新媒体语境下的美学探析"(编号:12E084)阶段性成果

摘　　要：新媒体的兴起给广告行业带来了巨变,广告主、媒介形态、消费者行为、营销传播都发生了颠覆性的变革。面对迅猛发展的新媒体,传统教学框架下的广告教育明显落后于行业的发展,因此,地方综合性高校急需积极转变陈旧的专业教育观,从人才培养目标、课程体系、实践教学等三个方面入手,进行人才培养模式的革新,在夯实人文素养基础上,培养学生的新媒体视野和新媒体运作的实际能力,为广告行业培养出适应市场需求的新型广告人才。The rise of new media brought changes to the advertising industry. Advertisers, media, consumer behavior and market- ing communications have undergone disruptive changes. Facing the rapid development of new media, advertising education under the framework of traditional teaching got behind with the development of the industry obviously. Therefore, the local comprehensive univer- sities need to actively change the old concept of professional education and renovate talents training mode from the three aspects of tal- ent training goal, course system and practice teaching. Based on consolidating the humanistic quality, we should cultivate students＇ practical capacity of observing and operating new media and cultivate a new advertising talents for the advertising industry to meet the market demand.

关 键 词：新媒体 广告学专业 人才培养模式 地方综合性高校 

分 类 号：G642[文化科学—高等教育学]