Analysis of the Present Situation and Communication Strategy of New Media Construction in Colleges and Universities

-- Taking the Official WeChat Accounts of 9 Universities in China as an Example

Abstract

Under the general trend of media integration, college media pay more attention to constructing new media on campus and expanding social influence with the characteristics of educational media. Through sampling survey and text analysis, this paper collects and compares the development status of new educational media in China at different levels of colleges and universities. Problems are found from the perspectives of output and publishing habits of original articles, agenda setting, content production preferences, audience preferences, etc. Meanwhile, we also seek solutions from the aspects of team building, ideological and political education, publicity channels, etc., so as to provide a reference for the educational media in colleges and universities in China to realize a new form of communication with both educational functions and social influences.