Integration And Architecture Of College Campus Media For Internal Communication

Campus Media is an important part of the University, which is the key in the development of the University for interpreting the policy, communicating the information, directing the public voice and broadcasting the advanced culture. On the contrast, because of the sharp development of the network technology, the constant occurrence of the new media and the audience’s needs of college media, the college media is at the stake. As the key channel of inner communication in the college, how to integrate and construct effectively and efficiently the college media is becoming an urgent topic which need to be researched. Under the view of the organization communication studies, the essay analyzes the factor and the currency of the college newspaper, the college radio broadcasting station, the college TV station and the college news network, and get the conclusion of the reporting homogenization, the lack of the inner communication, the delay of new equipment usage, and the shortage of human resources. Based on the questionnaires of Shandong University of Technology, the text cites the evidence of the necessity of the integration and construction of college media. And it also in general shows the strategies, such as reforming the management structure to construct the system of college media, optimizing allocation of resources to share the resource of the college media, establishing the news chief editor office to integrate the college media, training and importing the elite to enforce the employee, getting used to the trends of network to make full use of the media resource. The research uses Shandong University of Technology as a case, based on comparing several other universities, and used the news:to learn from Feng Siguang as the penetration in order to analyze the integrating communication. And it also uses the discussion of Shandong University:to build the famous university in the world as the case so as to know the procedure of organization communication operation. At last, the essay associates with the conclusion of the questionnaires, units the idea of communication, integrates the college network, makes full use of the new media during the inner broadcasting, improves the construction of the media exchange channel, point out the developing room for the media integration and construction, and presents the ideal pattern of college media constructing.