Constructing The Credibility Of Colleges And Universities From The Coding Perspective Under The New Media Environment

This paper studies the construction of university credibility in the new media environment by using the knowledge about Semiotics and "Encoding/decoding" to analyze "Shenyang Incident" and "Tao chongyuan Incident",in order to discusses how universities can encode words to achieve better communication effects.Through using textual analysis and documentary research,this study mainly analyzed the statements issued by relevant universities and comments of Internet users in these two incidents.Based on that,this article summarized the factors that affected the decoding of Internet users.Analysis about two incidents shows that the factors affecting the decoding of Internet users include the influence of the new media context on the meaning of the original text,the cognitive framework of colleges and universities lagging behind the social environment and conflicting with the interest demand of public,and creative reorganization of symbols by netizens and the interference of the accompanied text with the original text,etc.Therefore,colleges and universities should update and reconstruct the cognitive framework in time to narrow the cognitive gap with netizens;the encoded text must have a certain cognitive value to convey reality to netizens;at different stages of development,colleges and universities should change their roles and display different social images;at the time of coding,colleges and universities can use the accompanying text and context to guide netizens' interpretation direction.This paper hopes to provide some theoretical support for the university to consolidate and enhance its public trust through the analysis of the University's coding content and the analysis of the characteristics of network users 'decoding,and at the same time provide new ideas for the research of "Encoding/decoding" in different fields.