北京航空航天大学学报(社会科学版) ›› 2015, Vol. 28 ›› Issue (1): 112-115.DOI: 10.13766/j.bhsk.1008-2204.2013.0523

• 高教研究 • 上一篇    下一篇

新媒体时代高校官方微博研究

乔雪竹, 李欢欢, 张小锋   

  1. 对外经济贸易大学 党委宣传部, 北京 100029
  • 收稿日期:2013-11-18 出版日期:2015-01-25 发布日期:2015-01-24
  • 作者简介:乔雪竹 (1988-),女,吉林通化人,助理编辑,硕士,研究方向为新媒体机制体制创新.
  • 基金资助:

    教育部人文社会科学研究项目(13JDSZ2002)

Study on University Micro-blog in New Media Age

Qiao Xuezhu, Li Huanhuan, Zhang Xiaofeng   

  1. Propaganda Department, University of International Business and Economics, Beijing 100029, China
  • Received:2013-11-18 Online:2015-01-25 Published:2015-01-24

摘要:

随着互联网技术的应用与发展,近年来,高校官方微博的发展也日益迅速。通过对全国各高校官方微博运营情况梳理发现,高校微博具有三大功能即解读学校政策,宣传新闻信息;处理突发事件和危机事件;树立学校正面形象。通过经营与管理微博,高校开展有针对性的活动,将线上和线下有机结合起来。随着高校微博的媒体关注度不断提升,社会影响力的不断加强,高校微博已成为高校与师生和校外人士沟通的重要桥梁。

关键词: 微博, 互联网, 高校宣传, 新媒体, 话语策略

Abstract:

With the development of internet technology in recent years, university official micro-blog increases rapidly. This paper sorts out the operation of several university micro-blogs and finds the blog has mainly three functions: interpretation of university policies and news, handling of emergencies and crises, and establishment of a positive image of the university. Through operating and managing the official micro-blog, universities carry out targeted activities, both online and offline. With the increasing media attention and the social influence, university official micro-blog has become an important bridge between the university and the society.

Key words: micro-blog, internet, college propaganda, new media, discourse strategies

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