社交媒体时代地方高校形象的塑造与传播——以莆田学院为例  

The Image Publicizing and Building of Local Colleges and Universities in Social Media——Taking Putian University for an Example

作　　者：庄美连[1] 

机构地区：[1]莆田学院文化与传播学院,福建莆田351100

出　　处：《莆田学院学报》2016年第4期94-98,共5页Journal of putian University

基　　金：福建省中青年教师教育科研项目(JAS150527);莆田学院科研基金项目(2014006)

摘　　要：阐述社交媒体时代,信息来源更广、传播速度更快、甄别更难,地方高校形象的塑造与传播面临新的挑战。但社交媒体"消费者即生产者""用户生产内容"的特性也为地方高校主动建构与塑造自身形象提供了机遇。提出通过构筑媒介信息环境、借势、造势等方法进行矫形和塑形的传播策略。The paper discusses that the sources of information are broader; the information spreads faster and is harder to identify true and false in social media era. Local colleges and universities face new challenges in image publicizing and building. Consumers are producers; User generates content. These characters of social media also provide opportunities for local colleges and universities taking the initiative to construct and build self- image. It puts forward the strategies of correct and build image through constructing media information environment, taking advantage of other＇s power and making a show of power.

关 键 词：社交媒体 地方高校 传播 形象 莆田学院 

分 类 号：G206.3[文化科学—传播学] G648.4