Research On Value-Leading Function Of University Official Weibo

The rise of Weibo has affected the underlying ecology of college students' values,and brought new opportunities for their values.Overwhelming information,all kinds of topics,real-time disseminated information,convenient and interesting interactions,and inconsistent views make Weibo an important medium for college students to enjoy,and carry the important role of disseminating information,interpersonal communication,self-expression and emotional interaction.The rise of Weibo has brought about the convenience of communication,accompanied by a lot of noise,which has induced risks such as diversified ideas,traditional media micro-style and mainstream value elimination.The official Weibo of universities is a relatively special category of Weibo,which not only has the advantages of Weibo's communication,but also has the value of official media.Therefore,the official Weibo of universities should not only be an online business card for inheriting academic culture and showing campus style,but also a spiritual link for communicating with school students,as well as a platform for leading mainstream values,resolving mistakes,and carrying out online thinking and politics.The official Weibo of the university has both social and communication attributes,and has many functional advantages in value leadership,including: the authoritative identity is conducive to enhancing the value-leading effect,the university 's own cohesion is conducive to expanding the scope of education radiation,and the immediacy of information is conducive to mastering the initiative.The exchange of power and equality is conducive to building a dynamic feedback mechanism.The above factors create a new information environment and cognitive field for the development of college students' values.However,despite the advantages of functions and identities,the current value-leading effectiveness of official microblogs in universities still needs to be improved.In view of the survey of the current status of the value leadership of University Official Weibo,there is still a large distance between the current value-leading effectiveness and its advantages,missions and expectations.The ineffectiveness of the value leadership of University Official Weibo mainly stems from a variety of reasons: first,insufficient attention,inadequate organization construction,weak team building,resource investment,and system design;second,insufficient sense of responsibility and weak ideological position awareness,The consciousness of network ideology security is not enough;third,insufficient scientific level,weak ability to use laws,and insufficient leadership in Weibo;fourth,The objective situation is grim,the fragmentation of students' attention and the squeezing of flow channels challenge the ability of universities to gather attention through their official weibo.The official Weibo of universities should strengthen the leading awareness on the one hand,and strengthen the leading ability on the other.Specifically,the current path of realizing the value-leading function of University Official Weibo mainly includes: first,increasing the degree of attention,strengthening the top-level design,targeting the audience,and basing on the effectiveness;second,establishing a sense of position,paying attention to the safety of network ideology,strengthening responsibility and main body Consciousness;third,emphasis on scientific guidance,research and follow the law,highlighting the harmony between education and receiving;fourth,based on the needs of students,perfect the value-leading discourse system,meet the psychological expectations of college students with content innovation,and innovate and consolidate the behavioral follow-up of college students.The paper has 9 figures,2 tables,and 114 references.