A Study Of College Publicity Media Integration From An Impact-based Perspective

College publicity media, as an important tool to promote the ideological andmoral construction and the construction of campus culture, is the in formation bridgeand cultural front for colleges to communicate with the outside world and the imagewindow of external relations. In recent years, the status of varied college publicitymedia on campus is on gradual decline, showing a lack of influence, or even a state ofrecession. The impact of media, which determines the media’s value, is the mostimportant aspect of college publicity media construction. In order to further explorethe survival and development dilemma of college publicity media, this paper takesthree universities in Fujian (Huaqiao University, Fujian Normal University and JimeiUniversity) as examples, through reviewing the relevant theoretical knowledge ofmedia influence and referring to the4-dimensional evaluation system of mediainfluence (breadth, depth, reliability and height), conducts an empirical research ofcollege publicity media’s influence on undergraduate students. The research showsthat there does exist an inadequacy of influence in college publicity media. Throughattribution analysis, this paper comes to the conclusion that, in order to enhance itsinfluence we must improve the unconsolidation and disorder of college publicitymedia and construct a sound media organization, and then suggests an integration ofmedia. After the necessity and feasibility analysis of college publicity mediaintegration, by focusing on the problems of college publicity media influence, thispaper takes media organization as main part to integrate all the college publicityresources, gives full play to the media management functions, and proposes thecorresponding integration measures in the hope of enhancing college publicity mediainfluence, promoting college publicity media’s innovation and sustainabledevelopment, and ultimately contributing to well-being of college administration andeducation.