高校中青年干部媒介素养调查与思考

当前我国高校的管理者是否具备相应的媒介素养？在应对媒介进行危机公关过程中能力如何？成为信息时代高校实现和谐发展的一个具有重要现实意义的话题。通过对来自全国高校90名中青年干部媒介认知中媒介功能、角色认知及日常的媒介接触,对记者角色的理解,对媒介和高校的关系的认识以及包括危机初现时的信息管理,危机中媒介选择、网络运用、媒介策略在内的危机中媒介策略的问卷调查,并在了解高校管理者的媒介素养现状的基础上,提出了完善高校危机管理策略、提升信息时代高校管理者的素质结构和领导能力的思考。

An Investigation of and Reflections on the Media Quality of the Young and Middle-Aged College Leaders

Do the managers of China＇s colleges and universities have the necessary media quality？ In fact, the ability to overcome the crisis in public relations in reply to the challenges from the media has become a signifi- cant practical issue in the harmonious development of colleges and universities. The present study conducts a survey of 90 young and middle-aged college leaders＇ understanding of the function of the media, the role of reporters, the relationship between the school and the media, and the media strategies including information management at the begining of a crisis, selection of the media in crisis, use of the Internet, strategies of the media and their daily contact with the media, and makes reflections on how to improve strategies for crisis management and how to upgrade the. quality structure and leadership of college managers in an information age on the basis of our understanding of the state of their media quality.