校园媒体对大学校园文化建设的功能探析

校园媒体对大学校园文化建设的主要功能是舆论引导功能和文化上的同构建设功能。深受世界范围内媒体环境变革的影响,校园媒体对校园文化建设的功能面临新挑战。为应对这一挑战,校园媒体在舆论引导功能上要加强舆论导向与传播效果的统一、党性原则与受众意识的统一;在媒介文化建设上要深入研究“三贴近”方法,办有亲和力的校园权威媒体。本文同时还探讨了新形势下校园媒体新作用的正负效应及相应对策。

On the Functions of Campus Media over the Construction of Campus Culture

The main functions of campus media over the construction of campus culture are the leading role of public opinion and the isomorphic construction of campus culture. Facing the challenge of changing media worldwide, campus media should unify the leading public opinion and their communicating effect, and integrate the Party principles with audience awareness. On the other hand, campus media should manage the popular authoritative media through the communication approach. The paper also discusses both the positive and negative effects of campus media under current circumstances and their corresponding countermeasures.