A brief discussion on how to strengthen the communication function of campus media?

Abstract: This article first introduces the classification and communication functions of campus media in colleges and universities in the new era. Taking the construction and application experience of campus cultural communication media in Yongcheng Vocational College as an example, it further elaborates on the management methods of campus media. . Keywords: Strengthening the function of campus media The media is an important information carrier for disseminating news and guiding public opinion in society. As a member of the media, university media has more contact with college students and plays an important role in guiding campus public opinion, educating students and providing information. Campus media in colleges and universities is a tool for information dissemination and exchange within colleges and universities and between colleges and society. It is an important carrier for colleges and universities to carry out student moral education. Therefore, making full use of the communication function of campus media has an irreplaceable role and significance in the construction and promotion of campus culture. 1. Classification of campus media in colleges and universities Some people think that campus media refers to representative news and lifestyle media that have a certain group of readers on campus and can have a certain impact. Generally speaking, research on campus media mainly adopts a narrow definition, which refers to radio, cable TV, newspapers and online media on campus. In a broad sense, campus media covers not only the above categories, but also school bulletin boards, banners, and slogans. Taking Yongcheng Vocational College as an example, campus media mainly refers to college newspapers, campus websites, campus radios, electronic displays, publicity boards, promotional banners, etc. With the development of the Internet, new forms of campus media such as campus forums have gradually emerged, and the establishment of various new campus media on social networking sites, Weibo and other online communication platforms has caused scholars to turn their perspective to the Internet. Research on campus media attempts to find new ways to develop campus media from the update of communication channels. The concept of "university campus media in the Internet era" emerged, but its information was not strictly controlled and its development was not on a regular track. College newspapers have a history of more than 100 years. According to statistics from the China College Newspapers Association, there are currently more than 1,000 types of school newspapers across the country. The most formal and main traditional conventional campus media - the school newspaper still prevails. 2. The communication function of campus media in colleges and universities The campus media in colleges and universities has its unique role in students' moral education. Different forms of media play an explicit or implicit, direct or indirect role in affecting students' moral growth. Based on the research results of many scholars, the functions of university media mainly include the following three aspects: information dissemination function, educational function, and public opinion guidance function. (1) Information dissemination function In recent years, the media has continued to develop, with diverse media forms and richer content. While the mass media disseminates massive amounts of information to college students, campus media has always been a mouthpiece for college teachers and students, disseminating information close to students and campus both inside and outside the school. Scholars believe that campus media plays an irreplaceable role in disseminating information and promoting the realization of an information campus. Teachers and students in colleges and universities are faced with all kinds of information from inside and outside the school every day. A complete and systematic information dissemination center can excavate, screen, process and disseminate news information in a timely manner, so that various information resources inside and outside the school can be fully utilized. effect. (2) Educational functions: The educational functions of campus media can be summarized as ideological and political education functions, auxiliary teaching functions, and moral education and quality education functions. Scholars believe that major events often contain rich educational resources, and campus media can take this opportunity to educate teachers and students on values ??and outlook on life. At the same time, campus media serves as an auxiliary teaching tool to promote students to combine theoretical and scientific research with the latest real life and improve their interest in learning. In particular, it helps to improve the journalism practice ability and professional level of journalism students. In addition, moral quality education includes the cultivation of students' cognitive styles and ways of doing things, personality shaping, etc. Scholars have proposed that college media has a psychological intervention effect on college students, affects their spiritual life, and plays an important guiding role in the cultivation of healthy personality of college students. . When dealing with the influence of external factors, campus media can have a "model effect" on college students' personality shaping. (3) Public opinion guidance function: The correctness of campus public opinion guidance directly affects the development of college students' thoughts and behaviors, and affects the effectiveness of political and ideological education in colleges and universities. Generally speaking, the public opinion environment of colleges and universities is divided into two parts: "public opinion environment of colleges and universities" and "public opinion environment of colleges and universities in society". One is based on public opinion within the campus, and the other is the impact of external social public opinion on the university environment.

Taking campus emergencies as an entry point, campus media can play a role in guiding public opinion when such incidents occur. When campus media responds to emergencies, they can release the facts as soon as possible, use various media on campus to create special topics and discussion columns, and make full use of university groups, such as scholars, professors or student backbones, to guide public opinion. Therefore, campus media has a high degree of contact with college students and plays an important role in guiding students to analyze various social events and issues. It can become the main force in shaping the image of the school, cultivating the humanistic spirit, and resolving conflicts on campus. 3. Make full use of various campus media and strengthen their communication functions. Because campus media have different forms, their communication effects and audience objects are also different. Therefore, when we are studying the function expansion package of campus media, we should treat various media differently and make the best of their capabilities. At Yongcheng Vocational College, the college newspaper and the campus website are the more formal main internal and external publicity media. The audiences of these two are the general public and the majority of teachers and students. Compared with campus radio and campus forums, students’ attention rate is mainly concentrated. In terms of various notifications, its operation mainly focuses on promoting various news events and campus activities of the college. In particular, the campus network mainly contains news events and various notifications and announcements closely related to education and teaching. Students pay high attention to the college newspaper. The third page among the four pages is "Campus News", which mainly publishes campus cultural and sports activities. At the same time, the fourth page is "Youth Times" which publishes the works of teachers and students, mainly student works. , including novels, prose, poetry and various literary styles, which are more popular among students. We have also opened a column on the fourth page to report on the precautions and internship experiences for students during winter and summer vacations. These columns are particularly popular among students and have a high response on campus. Of course, campus media relies on the school, and students are the main audience group. If campus media such as campus radio, promotional pages, and promotional banners have closer contact with students, if they want to enhance their communication power and vitality, they need to pay more attention to their classmates and the campus. , use the form that students like, think about what students think, worry about what students are anxious about, and pay close attention to the cultural needs of students. Yongcheng Vocational College Radio Station has its own reporter team, which actively pays attention to the content of some SNS communities, Weibo and other new social media that are widely used among students, and collects the value orientation of current college students so that the reports can be more realistic and relevant. Live and be close to classmates, penetrate the creative perspective and news into the lives of classmates, grasp the word "campus" well, and build the development of the campus section into a high-quality brand. Nor can we ignore the power of new campus media. Such as mobile newspapers. Since the mobile newspaper is a way of disseminating news information, its content is fundamental. To plan the content of the mobile newspaper that readers like to see, of course, we must first understand the interests of the target readers, and provide information that is of concern to the target group based on their characteristics and needs. , interesting and useful content. Nowadays, campus mobile newspapers are slowly replacing traditional blackboard newspapers and notification boards, becoming a new choice for students to understand the campus. The campus mobile newspaper focuses on the campus news, campus management, food, travel, reading, entertainment, recruitment, employment information and current social news that students are concerned about. It uses mobile phones as the carrier and uses various communication methods such as SMS, MMS, and WAP. Create the school's exclusive "campus mobile newspaper" to deliver information to students' mobile phones faster and more conveniently. Then, through the integration of various campus publicity resources (such as contacting campus organizations such as various clubs, student unions, art troupes, etc.), their latest activities are distributed to students in a centralized form, thus achieving effective communication. Secondly, it is low-carbon and environmentally friendly, reducing the waste of poster printing), and delivering it to the hands of the students who like it, effectively strengthening the dissemination of campus media, and making the reporting model of campus media get rid of one-dimensional reporting. Toward a multi-angle, multi-level, and all-round model. In this way, while promoting the various tasks of the group study, students (especially freshmen) can more easily understand the school's situation and the latest news from society as a whole. At the same time, as a cultural propaganda campus media, in the process of broadening publicity models and channels, it cannot blindly pursue to cater to public tastes and promote vulgar culture on the Internet. The promotion and development of campus media should still be based on media conscience, guide everyone to correct values, and oppose the vicious sexual orientation of vulgarity, vulgarity, and kitsch to cater to unhealthy needs.

In short, in order to better manage campus media, we must fully understand the important role of the media among teachers and students. We can focus on how to optimize the communication effect of campus media, and pay attention to the form and content of campus media reports, making it easier for university teachers to It can be accepted by students and achieve good public opinion guidance, education and dissemination. References: [1] Jiang Wei. "The role of campus media in contemporary journalism education". [J] "Journalism University". 2009 (12). [2] Lu Jianhong. "Analysis of strategies for campus media to improve public opinion guidance" .[J] "News and Writing". 2010 (2). [3] Yu Guoming. Media Choices at the Turning Point [M]. Economic Daily Press. 2007.