The Influence Of New Media Platform On The Image Of University And Its Construction

Under the mobile Internet environment,WeChat mobile application platform for users of one of the huge number,with so many number of user groups,various types of enterprises,units and media with the WeChat platform to carry out communication is obviously.Therefore,the administrative micro-blog should be timely,also began to use the WeChat platform for their own image construction and communication.But the image of University,construction,maintenance and dissemination as a continuous and systematic work,as the official WeChat platform this new media channels for construction of the image of what and how to make efficient construction of the image of the school,the problem is urgent demonstration.This paper starts from the image,and through the discussion of the image of colleges and universities has unique elements,unique characteristics,relative stability,inheritance,value,performance analysis and mass media channels to the university image,so that the effect through the official WeChat platform for the media to the university image generated by theoretical and empirical Study on the way.In this paper,the official WeChat platform of Northwestern University as a case study,the use of qualitative research in the participatory practice,interviews with the relevant figures and quantitative analysis of the content of the study.Based on collecting related literature and the Northwestern University official WeChat platform,the image of the school construction instance data,through in-depth analysis of Northwestern University official WeChat platform of Northwestern University as a case is how to build the image of the school.Through investigation of the Northwestern University official WeChat platform found that the influencing factors of university administrative micro-blog in university image construction in the media ecological environment,organization control and positioning platform,team building,capital,and many other reasons.