融媒体时代高职院校新闻宣传的创新策略研究  

Innovative Strategies for News Propaganda in Vocational Colleges in the Era of Converged Media

作　　者：罗志军[1] 黄之晓[1] LUO Zhijun;HUANG Zhixiao(Jiangsu College of Information Technology,Wuxi Jiangsu,214000,China)

机构地区：[1]江苏信息职业技术学院,江苏无锡214000

出　　处：《文化创新比较研究》2024年第26期50-55,共6页Comparative Study of Cultural Innovation

基　　金：2021年度江苏省高校哲学社会科学研究一般项目,立项课题“江苏地区高职院校图书馆科研服务创新研究”(项目编号:2021SJA0924)。

摘　　要：该文概述了融媒体的概念、内涵及其发展历程,深入分析了当前高职院校新闻宣传的现状,详细解读了宣传定位与价值取向、内容与形式、渠道与方式、时效性与互动性、队伍专业化及宣传效果等方面存在的问题。融媒体时代背景下,高职院校新闻宣传工作面临传播生态复杂化、主体多元化、内容差异化、渠道立体化、受众情感化等新挑战,因此提出高职院校新闻宣传创新策略:思维创新、内容创新、形式创新、技术创新和管理创新等,以实现新闻宣传工作的转型升级,塑造良好的品牌形象,提高新闻宣传质效,为学校高质量发展提供有力支持。The article provides an overview of the concept,connotation,and development process of integrated media,and deeply analyzes the current situation of news propaganda in vocational colleges.It elaborates in detail on the problems existing in the positioning and value orientation of propaganda,content and form,channels and methods,timeliness and interactivity,team specialization,and propaganda effectiveness.In the context of the era of integrated media,the news propaganda work in vocational colleges is facing new challenges such as complex communication ecology,diversified subjects,differentiated content,three-dimensional channels,and emotional audience.The article proposes that vocational colleges'news propaganda should achieve transformation and upgrading of news propaganda work through innovative strategies such as thinking innovation,content innovation,form innovation,technology innovation,and management innovation,shape a good brand image,improve the quality and efficiency of news propaganda,and provide strong support for the high-quality development of the school.

关 键 词：融媒体 高职院校 新闻 宣传 创新 策略 

分 类 号：G206[文化科学—传播学]