| The image transmission of colleges and universities is the process of passing the symbols of the mind image,behavior and visual image of the university through the media to the audience.The spread of university image is of great significance to strengthen the sense of belonging and identifying of college teachers and students and enhance the cohesion in colleges and universities.Under the new media environment,the official WeChat of colleges and universities has become the authoritative platform of the image transmission of colleges and universities,and has made great changes to the image transmission of colleges and universities compared with the traditional media.Firstly,based on the official WeChat ranking of 2015-2016 universities directly which was jointly released by China Education Association and Sichuan University in January 2016,this paper selected the top ten official WeChat of colleges and universities in the official WeChat list as the research object,and chose the WeChat content that read more than 100,000 + as an analysis sample,during the period of the August 31,2015 to August 31,2016.From two aspects of push form and push topic,the author carried out quantitative analysis on sample collected.Secondly,starting from Saussure's theory of signifier and signified,the author put forward the analytical framework of symbolic form and symbolic meaning,and using semiotics theory to conduct a comprehensive and detailed analysis on the push form and content of official wechat in colleges and universities.From an academic perspective,the paper discussed the dissemination and molding of university image by official wechat in colleges and universities,and analyzed the symbolic communication activities of university image from the micro-level.Thirdly,based on the analysis on the statistical results of push form,the author emphatically analyzes the three symbolic media in the image transmission of university,including text,pictures and video,discussed how the official wechat in colleges and universities transmits and molds the university image through the symbolic medium from an academic perspective.Finally,based on the statistical analysis of the types of push topics,using semiotic theory,the author analyzed the signifier,signified and signified function of the symbols in the three types of topics,including the famous columns and alumni,college anniversary activities and the"Nanshan Nan" in the University Edition,explored the symbolic meaning expression of image transmission in colleges and universities. |
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