Research On Colleges And Universities' Campus Media Innovation

The development of Campus media has many difficulties:such as lacking of funds ,institutional and content are not forerunner, lagging behind the social media,the shaking status and the differences of media environment ect.the reason of this is about ideological rigidity, the leves of students'media literacy is low and their habits of media touch has changed.To solve this problem,we should do from four parts:the first one is to improve the students'media literacy.the second is the contents innovation: to meet the diverse information needs of students, and through the academic massage to highlight the characteristics of Colleges and Universities;the third is management innovation:for the management ideas, giving them massage which the students in need;to carry out management innovation, public opinion and improve two-way interaction mechanism; third is the media workforce innovation, cultivating talent and multi-media management personnel. Fourth, the media, innovative works include moderate the market, and external media to strengthen cooperation and co-sponsorship issue, building "campus media - training base" of the integration mode and so on. Through the above measures to promote the campus media to change the original appearance, loved by the audience, and gradually become self-financing development.