The Research Of University Campus Culture Construction Based On Micro Blog Platform

As one of the representatives of the social mainstream culture, university campusculture has the education function, guide function, condensation function, incentivefunction and radiation function. As an emerging media, micro blog has characteristicssuch as improve the development depth of network communication, speed up networkpopulation differentiation, promote the spread of public opinion and expression,strengthen the social mobilization and so on. And micro blog promote real-timetransmission speed, communication context miniaturization, fragmentation,self-independence of communication content, interactive communication. In the "selfmedia" era, micro blog not only offers an opportunity for the construction of campusculture in universities, but also brings many challenges for it.As a representation of the advanced culture, the colleges and universities need totake advantage of the micro blog to promote the construction of campus culture. Microblog offers a new vehicle for the construction of campus culture, improve theparticipation of the construction of the campus culture in colleges and universities. Onthe one hand, colleges and universities have a more open, more broad platform toconstruct the campus culture, enrich the contents of the campus culture, micro blog canalso be a external and internal propaganda window of the universities, become a serviceplatform between teachers and students, to prepare public opinion collecting and guide.On the other hand, micro blog also brought negative impacts for the construction ofcampus culture in colleges and universities. If the necessary guidances are missing,micro blog can deliver harmful contents which are difficult to handle, colleges anduniversities agenda-setting ability will be reduced, and easy to cause the studentsaddicted to micro blog.Fully understand the discourse features of micro blog, change the original conceptof college campus culture construction is necessary: from "one way speech" to"multiple dialogue", from "high pressure doctrine" into "embedded expression", fromthe "perfect packaging" to "life presence". To find the strategies and realistic methods topromote the college campus culture construction in practice, that is: construct a multi-level system of micro blog, maintenance the brand of school official micro blog,strengthen the management of micro blog contents, focus on micro blog topics planning,create the school relation micro blog group, prevent the public opinion crisis, andcultivate micro blog management teams.