Research Of Campus Website Communication Effect Of Southwest Jiaotong University

University campus website is an important window of publicity, the forward position of public opinion leading, and a significant component of campus culture. Its communication effect plays a crucial role in the construction of school image, and the correctness and efficiency of almost every work. This thesis tries to put forward some strategic suggestions, which are expected to be of reference in further improving the communication effect of campus website of Southwest Jiaotong University (SWJTU) and other universities in China, by case study of campus website of SWJTU, including the summary of construction status, the analysis of actual communication effect, and the content analysis of typical columns.On the basis of comprehensive analysis, Chapter Two further analyses the construction status of school website of SWJTU by the studies of two representative websites, which are http://news.swjtu.edu.cn/and http://www.yanghua.net/.Chapter Three gives a preliminary statistical analysis of communication effect of campus website of Southwest Jiaotong University (SWJTU) by Adopting sampling survey method and in-depth interviews.The primary conclusions obtained are as follows:all the students have browsed campus website, but relatively speaking, browsing frequency is low; among four school media, campus website has great influence on students, and its main function is offering information; the homepage, http://www.swjtu.edu.cn/, has the highest browsing frequency, and most students are satisfied with the school website; school website construction has achieved initial success, and press publicity almost goes well; the students are interested in most special topics of campus website; the students are full of confidence with the prospect of campus website construction. Aditionally, Chapter Three analyses some problems reflected by questionnaire and in-depth interviews, such as:students are interested in most campus website columns, however, there are still some parts need to be improved; students prefer http://news.swjtu.edu.cn/to http://www.yanghua.net/; the real-name system of official forum of SWJTU may have a negative impact; innovative consciousness has great influence on website construction, and the art design & originality of school website should be strengthened.Through content analysis of two selected columns which have a big difference in the degree of attention, Chapter Four analyses the reason why a few of columns have a low degree of concern and futher concludes concrete problems needed to be improved.On the basis of questionnaire, content analysis and in-depth interviews of students and techers, Chapter Five indicates the that puts forward several suggestions as follows:carry on the "half-real-name system" pilot reform to the official forum of SWJTU; carry on reforms to columns & special topics which are not attractive enough; further improve website constructors' innovative consciousness, and advocate strengthening the professional construction; pay attention to publicity of newly-built sub-websites, and strengthen the construction of English-version website and "red website".