Research On The University’s Image Based On Microblog

Since the creation of Twitter website in 2006, microblog has been developing rapidly as a new internet platform, with the Sina microblog and a lot of portal websites officially launched,’Microblog’ has been a very important key word in recent years. Now microblog is changing people’s media habits and ways to disseminate information, then the users of microblog are increasing rapidly as well, so the microblog popularized gradually. Celebrities, business establishments, party and government agencies, education departments, ordinary Internet users and so on have joined in this massive trend of microblog. In the meanwhile, the era of microblog brings a new opportunity for the spread of university image.Microblog has already been an important platform to obtain information for the public, which affects the public’s understanding and evaluation of the correlated university at the same time. Faced with the rapid development of microblog and information needs on universities, the university should open up new ways of information dissemination for the public, seizing the good opportunity to enhance the university’s image, sequentially get public support and new viewpoints on image of the university.Microblog is the new media form as for the spread of university image, it combines words, voice, images, video, and other forms of transmission of information, additionally combines with the propagation characteristics such as self-organizing, grass-root, anywhere and anytime, diversification, nested structures. Consequently, the microblog not only expand the communication channels of university image but also realizes the interaction between university’s official institutions and the public as well as the resources sharing. This paper attempts to research the relationship between microblog and university image based on communication theories, and attaches importance to the influence which the microblog to the university-image’s creation, and pondered the university’s image communication based on microblog. Communication Studies are also used as the framework of theory, discussed the status, characteristics and development tendency of university’s image in the propagation of microblog, including the communication form, typical case and problems in the future of the university’s image in the context of microblog.Researches reveals that there are two types of communication pattern, one is the universitys’ microblogs that provide information, the other is university-related events with much attention caused or generated by microblogs.The former adapt to the rapid development of new media actively, can establish the universitys’new image through information services and public interaction. However, the university-related events with much attention can receive more understanding and support through the university’s official response and actively guide.The case section of the paper portrays the official microblog of Fudan University, Beijing Film Academy, Chongqing University, Shandong University and Wuhan University as the archetypal case of the university’s image communication based on microblog, analyzing the characteristics and laws about communication process of microblog comprehensively according to H.Lasswell’s 5W communication model, researching from’who’,’says what’,’in which channel’, ’to who’,’with what effect’, in addition, this paper combined image studies with communication studies for the analysis. The study found that the microblog of university can change the stereotypes of the university’s image in the past and play an important role in the spread of university image. However, unclear positioning, homogenized content, low level of participation are existed in the university-related microblogs.Above all, the communication of university’s image needs to integrate a variety of channels. Microblog is not the only way, however, the development of microblog is is a new communication pattern not only for the university but also the whole society, it can be said, the university will present a new look with the promotion of microblog.