Innovation In Both Theory And Practice Of Colleges Of Journalism And Communication Under New Media Environment

As the society entered the information age, people began to face a new multimedia era. The rapid development of the new multimedia not only has a great impact on traditional media but also brings new challenges to concepts, methods and procedures of traditional propaganda in universities and colleges.In the new media environment, it has become an urgent problem for propagandists in universities and colleges to further update the concept, methods of news propaganda and increase its social effect, therefore to create a favorable public opinion environment in constructing a harmonious campus.Based on the new media impact on all areas of social development, this essay described the concept and characteristics of the new media and analyzed the challenges and opportunities faced by news media in universities and colleges. Meanwhile, through the field survey carried out in Southern Medical University and Guangdong Business School, it showed the problems of news propaganda in universities and colleges. Finally it proposed solutions from three aspects, transforming the propaganda concept to news spread, strengthening the news spread on campus and expanding the external communication channels, to effectively improve the news propaganda's social effects for universities and colleges.