高校宣传片的内容问题分析——基于南京高校的调查  

Analysis of Content Problems of University Propaganda Films——Based on Investigations of Universities in Nanjing

作　　者：孔娇娇 陈何芳[1] 

机构地区：[1]南京师范大学教育科学学院,江苏南京210097

出　　处：《河北科技大学学报（社会科学版）》2017年第3期104-112,共9页Journal of Hebei University of Science and Technology:Social Sciences

基　　金：国家社会科学基金"十二五"规划2013年度教育学一般课题(BIA130064)

摘　　要：高校宣传片能传达丰富的视听和语言内容,是高校形象建设和软实力传播的重要手段。综合考察南京12所高校历年来的宣传片内容,兼顾到精神层面、物质层面和行为层面,展示了大学的精神理念与历史风采、校园概况与学校特色、科研水平与教学师资、外在硬件和内在软件等。高校宣传片内容存在的问题主要表现在,精神层面关注不够及表达生硬、物质层面失真及特色不足、行为层面缺少聚焦和新意。这主要是由于高校宣传片制作团队的专业性不足造成的,高校宣传片在内容选择上应借鉴国内外经验,在制作与传播中应加强与社会的互动交流。University propaganda films can convey rich audio-visual and language contents,which are important ways to promote the image construction and soft power transmission in colleges and universities.This thesis takes universities in Nanjing as examples to present its practical condition and content problems by 23 propaganda films of 12 universities.To sum up,university propaganda films are faced with problems of the similar contents of communication caused by the insufficient professionalism of the production team.In order to improve the quality of university propaganda films,we should draw lessons both from international ideas and domestic experiences,and optimize the process of communication from two perspectives.

关 键 词：高校宣传片 传播内容 问题 调查 

分 类 号：G647[文化科学—高等教育学]