Research Window | Analysis of the Influence and Development Path of New Media in Shandong University

Author: Yang Lei, a lecturer at the Department of Journalism, Dezhou College Literature and News, Wang Xiaonan, Deputy Director of the Network Propaganda Department of Jinan Daily Newspaper Group

Source: "All Media Exploration" June 2022 issue

Abstract: In the era of all media, the new media platform of colleges and universities played a pivotal role. Various entities such as education systems have launched various new media rankings. This article takes the new media of Shandong University as an example. By analyzing the four major lists of the "Education Government New Media List" and the "Shandong Education System WeChat Influence List" of the Shandong Education Department of Shandong Education. There are preliminary judgments, and the path of the development of new media in Shandong universities has inspired.

Keywords: new media of colleges and universities; rankings; campus culture; brand building

In recent years, colleges and universities have paid more and more attention to strengthening their own brand construction. The convenience, instantability, and interaction of the new media has enhanced the influence of the content of colleges and universities, and has attracted the attention of more and more netizens. New media of colleges and universities have become an important platform for teachers and students' ideas, and it has become the mainstream thought of promoting the mainstream of publicity. , Ideological and political education, optimizing educating people, and promoting the inheritance of campus culture. New media such as the official WeChat public account and Weibo of various universities in Shandong, as an important channel for transmitting information and condensing consensus, have had a profound impact on the brand image and influence shape of Shandong universities.

1. Various lists and interpretations of new media in Shandong University

1. Interpretation of "Shandong Education System WeChat Influence 2021 Annual List"

Shandong Education System WeChat Influence 2021 List (Part)

In January 2022, the official WeChat public account of the Shandong Provincial Department of Education released the "Shandong Education System WeChat Influence 2021 List", which ranked on the influence of WeChat public accounts in colleges and universities in the province. The championships on the list are "China Ocean University" and "Weihai Vocational College". Shandong Undergraduate University WeChat Influence Ranking List three accounts are "China Ocean University", "Shandong University" and "Linyi University" in turn. Judging from the 70 accounts on the list, the average number of posts of their posts is about 300, and the reading volume is more than 2 million. The Ocean University of China ranks first with a reading volume of 6.02 million. The amount of over one million, the maturity and influence of the public account continued to increase. "Dear China Ocean University," Marine University of China, Happy 97th Day! "Happy Birthday!" Happy Birthday! The reading of "Ping An Summer Holiday | 2021 Middle School Student (Children) Summer Video 1" published by "Tufu Normal University" and "Tai'an Education" and other articles were read 100,000+. "Next Stop, Petroleum University" and "Shandong Institute of Sports" released by "China University of Petroleum (East China)" and "Shandong Institute of Physical Education: Sun Yiwen, a well -known alumni of Shandong Institute of Physical Education, Sun Yowen, Tokyo Olympic Games, etc. -70,000/articles, which attracts the attention of netizens.

The three accounts of the WeChat Influence Ranking of the Shandong Higher Vocational College are "Weihai Vocational College", "Zibo Vocational College WeChat" and "Palm Master". There are fewer manuscripts of WeChat articles in higher vocational colleges, and the reading volume is concentrated in 20,000 to 60,000. The number of reading of my beloved "Zi Shi" is 61416, and the "My favorite party history class" (courses and political micro -class competition) of "Weihai Vocational College" is about 40,000, "Come and vote! The selection of the first "Top Ten Campus Railway Media" in the prestige has begun! ", Etc., the number of manuscripts at the top of each month is around 20,000.

2. Interpretation

China Education Release (New Media of the Ministry of Education) and the "New Media List of Education Government Affairs" released by Weiyan Education WeChat, in the official WeChat ranking of the Ministry of Education and the official Weibo ranking of the Ministry of Education directly under the Ministry of Education, Shandong University And the Ocean University of China ranked among them.

According to statistics, from January to December 2021, among the 75 account matrix statistics from the official WeChat ranking, both Chinese Ocean University and Shandong University are both in the middle. The monthly issued article is about 20-30, and the activity is high, and the communication power and influence have also increased significantly. Among them, there are more than 100,000 articles such as the anniversary of the establishment of a university. Student groups are more attractive, with high attention and interaction; from the perspective of reading, the readings of WeChat public accounts of Ocean University of China are about 500,000/month, and the reading volume of WeChat public accounts in Shandong University is about 300,000/ Month; from the ranking, Chinese Ocean University has entered less than 20 times, the highest ranking is 5th, and the highest ranking of Shandong University is 17th.

Among the 72 account matrices statistics from the official Weibo rankings, Shandong University and Ocean University of China are both within 36, and the number of Weibo releases is about 400/month. High, the school celebration welfare and other raffle, question and answer, and school response to blog posts are more reposted. The popularity of topics such as college entrance examination and graduation has never been reduced, which is easy to resonate with readers. Interactive; from the data, the highest level of Shandong University reached the 6th place, the highest number of likes reached 210,000, and the highest likes of Ocean University of China reached more than 12,000 times.

3. The "One -point Index" system "One Index" system is based on the data of the three major platforms of big data, frog eye big data, and search big data, which comprehensively evaluated Shandong High Schools based on the three major data of one big data, frog eye big data, and searching big data. The breadth of information dissemination (that is, the volume of the whole network), the popularity of the communication, and the network attention. According to the data of the TOP20 list released from July to December 2021, Shandong University, Ocean University of China, and Qingdao University have long occupied the top three lists, of which Shandong University has occupied the top of the monthly list for many months. Shandong University of Science and Technology, Shandong Normal University, Jinan University, Shandong University of Finance and Economics, Shandong University of Technology, etc. are in the top ten of the list.

4. "2021 Shandong Most Influential Education Government Affairs Media" list

The list of "2021 Shandong Most Influential Education and Government Federation Media" is the official certification WeChat public account with the official certification WeChat public account with more than 6 months in the provincial university in the province. Praise the total number of data such as the total number of data. The list more completely reflects the communication, maturity, and influence of new government affairs media represented by the WeChat public account in the province. A total of 98 universities have won this award. China Ocean University, Shandong University, and China University of Petroleum (East China) have been awarded the "Ministry of the College". The Micro Campus and Palm Master Zizi are at the forefront of the "Higher Vocational College List". The top three of the college list "technician college list".

2. The value and significance of various new media influence rankings

In the construction of the campus culture of colleges and universities, the new media is playing an increasingly important role. It is loved by the majority of students, parents and people who pay attention to colleges and universities with the characteristics of wide coverage, fast spread, and strong interaction. In recent years, various colleges and universities such as Shandong undergraduate and higher vocational colleges have continuously increased the construction of new media and integrating media. There are endless expressions such as short videos, slow live broadcasts, and topics. Shandong education communication windows are more diversified. The situation of all media publicity, full -format dissemination, and coverage of the entire platform have gradually formed.

Although the standards and indexes of the central and provincial levels are different, and the platforms of statistics are different, they can clearly see the importance of various universities in Shandong and the influence of new media on the new media. Essence The monthly/annual new media rankings of colleges and universities are not for the sake of high and disadvantages than higher than higher, but to provide a basis for netizens to inquire about the information of colleges and universities and understand the communication platforms of various universities. It provides the school with comprehensive understanding of information dissemination data and accurately formulating communication strategies. The reference of value provides a platform for colleges and universities to learn from each other, and it has also played a promotion role for the overall development of the new media industry in Shandong University. By analysis, it can be found that no matter what type of rankings, each type of colleges and universities ranks among the most consistent. New media affect the top colleges and universities in common. First, there are many platforms involved in new media in colleges and universities. The official website, Weibo, WeChat, etc. have accounts, and each platform has a large number of fans and a more attention. The characteristics of high and fans are widely distributed. Almost all parts of the country have their loyal fans. Second, these high -degree universities with high degree of activity have a short update cycle, high frequency, high original proportion, rich information content, strong interaction with users, and is loved by users. Third, several high -level colleges and universities have high news sensitivity, and have a high degree of combination with social hotspots and network hot words. Therefore, the attention is also high.

Third, the ranking of the development of new media in Shandong universities

1. Innovate expression, provide high -quality content

According to the data of the "2019 College New Media Observation Report" created by Tencent WeChat, the data on campus WeChat public account has a high penetration rate among college students. Pay attention to the new media has become the standard for daily learning and life. College students prefer to use it in the evening, and use it in the evening. Pay more attention to the title of the title party and multimedia. The data also shows that during the winter and summer vacations and the Spring Festival holidays, the operation and maintenance capabilities of colleges and universities are relatively weak, the activity has decreased, and the influence of communication has also declined; the official account of the university is too official and needs to be more grounded. New media in colleges and universities shoulders the important tasks of Lide Shi people. It is necessary to talk about politics clearly, innovate and spread the form, and pass on multimedia forms such as graphic, audio and video, video, and visual expression. Occupy the commanding heights led by the ideas of colleges and universities; we must actively explore and comment on social events, pay attention to and even create hotspots, enrich campus content, and broaden students' information boundaries; Hot tracking, online ideological and political classrooms, micro -class, etc. are all the ideas and choices of new media development in colleges and universities.

2. Pay attention to hot spots, study explosive texts, and increase attention

At present, the new media has become an important platform for the school's internal and external propaganda, and it has become an important carrier for inheriting campus culture, conveying campus information, and spreading campus positive energy. Studying high -quality hot texts and explosive articles can not only improve colleges and universities' own news reports, the arrival rate, coverage and interaction of audio and video works, but also help improve the social influence of colleges and universities. The enthusiasm of the secondary communication realizes the best effect of telling the stories of colleges and universities and spreading the good voice of colleges and universities. Through monthly data analysis, works such as research, study, enrollment, answering questions, campus competitions, interactives, etc. are easy to attract users' attention. The video "Thousands of sails, returning is still a teenager!", Showing the scene of the Shanghai Alumni Association of Tsinghua University, a 74 -year -old Tsinghua University, sang the song "Juvenile" on the CCTV Spring Festival Gala. , Wuhan University's "Cherry -Raiders", Wuhan University of Science and Technology's "Calling Friends and Friends to Appreciate Beauty" and other topics are well received; The second forwarding rate is high. 3. Broaden the development of development and continuously improve operation and maintenance capabilities

Inter -school exchanges and university new media interaction can also achieve unexpected results. It surpasses the serious academic exchanges between colleges and universities, which can reduce the cost of interaction between colleges and universities, and it is easier to bring ideological resonance and emotional recognition. With the increasingly mature construction of new media in colleges and universities and the increasingly diverse platforms, more and more universities are keen to interact with online online, and they have made a sound on the same hot event, jointly created hot topics, and joint activities. During the epidemic, students from all universities in Shandong passed the video interaction to send blessings to Wuhan; the Tigers of the Spring Festival of the Tiger Year of the Tiger New Year's Campus##topic, Shandong University, Shandong Architecture University, Qufu Normal University, Shandong First Medical University and other universities They have released the New Year's New Year's content, showing the campus style, interacting with netizens, and good spreading effects; during the Beijing Winter Olympics,#Ying Winter Olympics also depends on the popularity of the Winter Olympics###.

In short, the rapid development of new media has brought opportunities and challenges to universities. New media in Shandong University should actively learn the experience of new media in similar universities across the country according to their own positioning, actively analyze user needs, and create a new media platform that shows its own characteristics and Shandong characteristics. As an important area of ​​the new media industry, new media in colleges and universities deserve our long -term explore.

"All Media Exploration" magazine is a journal communication professional journal hosted by Volkswagen Newspaper Group. The domestic unified continuous publishing number CN 37-1526/G2, international standard continuous publishing number ISSN 2097-048X. Pioneer in August 2021.

The purpose of running the journal: Focus on the frontier of the media integration, exchange practice and exploration experience, strengthen the guidance of news and public opinion, create a research and communication platform, and help the media to comprehensively and develop.

Main columns: Special articles, front -line focusing, integration transformation, communication point, public opinion observation, news practice, audiovisual communication, county -level media, case analysis, intelligent application, media rule of law, all -media talents, business management, etc.

Submit mailbox: [email protected]

Contact number: 0531-85196441

- END -