短视频赋能高校形象传播:内在机理、现实困境与实现路径  

Short Video Empowering the Image Communication of Universities:Internal Mechanism,Realistic Dilemma and Realization Path

作　　者：金雪[1] 杨涛 JIN Xue;YANG Tao(Innovation and Development Center of Ideological and Political Work,Shanghai Jiaotong University,Shanghai 200240,China;Internet Communication Research Center,Jiangnan University,Wuxi 214122,China)

机构地区：[1]上海交通大学思想政治工作创新发展中心,上海200240 [2]江南大学互联网传播研究中心,无锡214122

出　　处：《北京科技大学学报(社会科学版)》2025年第3期37-43,共7页Journal of University of Science and Technology Beijing(Social Sciences Edition)

基　　金：全国教育科学规划项目“数字化赋能高校思想政治教育话语建设路径研究”(编号:BIA240155);中华出版促进会2024年度教育新闻出版专项课题“媒体融合背景下高校新闻内容生产转型路径研究”(编号:2024ZBCHJYZD02)。

摘　　要：从“纸端”转变到“指端”,短视频正成为高校形象建设的重要平台,其精准化、分众化、交互化的特点,能够使高校形象更加深入人心。文章从多元协同助力高校形象扩散、以情叙事推动高校形象接受等两个方面阐述了短视频赋能高校形象传播的内在机理,从内容同质化严重、内容形式化严重、内容碎片化严重等三个方面分析了短视频赋能高校形象传播建设的现实困境。还通过结合实际工作案例,提出了需要加强统筹协调、建立融合生态、多方参与形成合力,创新叙事主题、拓展叙事空间、讲好高校品牌故事,适应技术变革、应用智能技术,提升形象传播效能等优化等建议;旨在为进一步优化短视频内容策略和提升大学声誉提供参考。The shift from“paper-based”to“finger-tip”platforms has made short videos an important medium for university image building.Their characteristics of precision,segmentation,and interactivity can make uni-versity images more deeply rooted in people’s minds.This paper elucidates the internal mechanisms of short videos’empowerment of university image dissemination from two aspects:multi-dimensional collaboration to fa-cilitate the diffusion of university images and emotional storytelling to promote the acceptance of university im-ages.It also analyzes the practical difficulties in short video-empowered university image construction from three aspects:severe content homogenization,severe content formalization,and severe content fragmentation.By com-bining practical work cases,the paper proposes suggestions for optimization,such as strengthening overall co-ordination,establishing a convergent ecosystem,and forming a joint force through multi-party participation.It also suggests innovating narrative themes,expanding narrative spaces,and telling university brand stories well.Additionally,it emphasizes the need to adapt to technological changes and apply intelligent technologies to en-hance the efficacy of image dissemination.These suggestions aim to provide references for further optimizing short video content strategies and enhancing university reputation.

关 键 词：高校 短视频 形象传播 品牌声誉 优化建议 

分 类 号：G647[文化科学—高等教育学]