An Analysis Of The Use Of Campus Media From The Perspective Of Organizational Communication

Yiqi Mei summarized the ideas of Chinese University as "University Road, in Mingmingde, in Xinmin", and the university is responsible for making students to have the honest character and ability to learn new things. Culture is the spirit of the University College. The media is a major tool for university campus to spread campus culture, to carry news dissemination activities. Today, almost every university has a relatively complete system of news propaganda which occupies an important place in the media in institutional settings universities.A celebration of school is a summary of experience in education over the years, a good opportunity to reshape the image of universities, an important place to promote campus culture. With the opportunity to enhance the visibility and reputation, to coordinate the operations between the organizations, to enhance organizational cohesion, colleges create a variety of media actively to carry out various information dissemination activities, dissemination of campus culture and expand its social influence.In2012, the110th anniversary celebration was held at Northwestern University which has set up the celebration office to organize the anniversary celebration. The advocacy group is responsible for media dissemination activities which mobilized all forces and consolidated the campus media situation to arrange news dissemination activities during the celebration. Celebration aims to make the campus media play disseminate information, coordination and cooperation role, express a celebration atmosphere and reflect the cultural connotation of Northwest University.This paper aims to integrate the wisdom of modern knowledge, by means of the organizational communication theory which is formed in the1970s in the Western world and has been came out of the initial stages. I put the use of the media during the celebration of Northwestern University under the perspective of Chinese organizational communication, and find out the organizers how to use media for university campus cultural communication, university of image reconstruction. This paper analyzes the actual campus media dissemination of results by means of questionnaires and combines with the results of the survey. We want to find out the result of the campus culture dissemination is less than ideal from the perspective of reason analysis of organizational communication, organizational structure, organizational culture and media content to summary the experience.