The Research Of University Media Resource Integration In The Age Of Network

Campus media makes an important part of China’s media. As a tool of communication,like traditional media, it’s material form evolves as technology develops. The material form ofmedia has always been in the process of evolution. The changes become more apparent in theNetwork Times supported by digital technology and information technology. Every newmedia would broaden and enhance information spread, but also affect the living environmentfor traditional media, which made every process of media communication to adaptivelychange. Under the trend, which is the way for the development of college and universitymedia leaves both educationists and communication scholars a question to discuss.Because of the difference in traditional management system and media ideology, amajority of campus medium are strictly defined as a tool for school propaganda, thus they arestringently supervised by their Party committee propaganda department. Under thecircumstance of the Network Times, medium independently manage their resources, there’s alack of communication among medium, thus can’t meet the demand for the development ofhigher education. Disperse media resources must be integrated. However, the study onintegrated communication of college and university media is still not much, we urgently needrelevant theories to guide us.Based on my own study and experience in campus media sectors, this thesis concludesthe categories and characteristics of college-and-university media, also points out thedifficulty it faces through method of comparative analysis. As for solutions, the thesis appliesdisciplines in Journalism and Communication to the exclusive circumstance of colleges anduniversities, and seeks for a breakthrough from five factors, which are campus mediadisseminators, communication media, human resources, campus resources and externalresources, to provide resource sharing services and form the idea of integratedcommunication.