New Media Of Campus Cultural Innovation

The21st century is the era of rapid development of information technology and media as the main carrier of information dissemination has undergone enormous changes. Relative to traditional newspapers, magazines, radio, television, the four media, new media, new technologies with its digital technology, communication technology and Internet technology integration and propagation speed fast, wide coverage, interactive features deep by people like naturally into the contemporary university campus, to a certain extent affect the way of life and values of the university teachers and students, plus young college students as a new media audience has its own characteristics, they receive new things, the generally higher level of application of new media technologies, but lack the ability to identify the authenticity of the information and easy interaction characteristics of new media easily affect the outlook on life, values and behaviors of college students, and thus the impact of the entire campus culture and life. Humanities, University spirit embodies the college’s campus culture is a manifestation of one of the spiritual wealth of a school, but also the soft power of culture, at the same time formally restricting new media content. Therefore, the need to recognize the reality, to analyze the pros and cons, weaknesses, look for solutions, while taking advantage of new media to guide public opinion, cultural propaganda, spread of education and information communication construction and innovation campus culture has become the current university administrators and campus culture builders are in urgent need of the important issues.This paper describes the research purpose and research significance of the topic,at home and abroad, the dynamic, pointed out that the research method and research ideas. The paper described the new media and the emergence and development, which leads to the universities new media content, function and development status, followed by a combination of the characteristics of the new media, a series of survey by questionnaire to analyze the current young college students on new media understanding of the situation, the use of, analyzed the role of new media in the process of the construction of university campus culture issues and areas for improvement. The article also analyzed the strengths and limitations of the traditional culture in the campus culture created from the relationship between traditional media and the construction of campus culture, and then analyze the relationship created by the new media and the campus culture, and new media to promote the construction of campus culture it also brings some negative effects, draw the new media is a double-edged sword. And combined with the practical problems of new media in promoting the construction of campus culture systematically combing proposed separately from the point of view of the theory and practice of the New Media Innovation Campus Culture necessity. Finally, how to achieve the positive interaction of new media and campus culture in the new media environment, university administrators and campus culture creator should take full advantage and make use of the advantages of the new media to mobilize the enthusiasm of teachers and students, joint dissemination and innovative university campus culture, to achieve the purpose of college educational paper put forward the way of innovation campus culture in the new media environment, and countermeasures.