A Survey On The Audience Evaluation Of University Newspapers In The New Media Era

According to the"National Higher Education List"issued by the Ministry of Education of the People's Republic of China in June 2017,as of May 31,2017,there were 2,914 colleges and universities nationwide,including 2,631 ordinary higher education institutions(including 265 private independent colleges),adults.283 colleges and universities.According to the"China Higher Education Quality Report"released by the Ministry of Education in July 2016,as of May 31,2016,the number of full-time undergraduate students in the country has exceeded 37 million,and the total number of teaching staff has reached 2,335,700.According to the statistics of the Chinese University School Newspaper Association,2,462 colleges and universities in the above-mentioned 2,631 full-time colleges and universities have opened school newspapers,accounting for 93.58%.Therefore,the college newspapers in China are a kind of campus media that is popular and has a large audience.Its importance is self-evidentAt present,the academic research on college newspapers mainly focuses on qualitative analysis and case studies,and lacks macro analysis based on specific empirical research.In particular,it does not involve the audience's empirical investigation on the evaluation of college newspapers.This paper applies relevant statistical analysis methods to quantitatively analyze the audience evaluation of contemporary college newspapers,and based on this,explores the development and transformation path of college newspapers in the new media era.Among the above-mentioned 2631 full-time colleges and universities,according to the main body of management and management methods,they can be roughly divided into universities directly under the State Ministry of Foreign Affairs(directly under the Ministry of Education),local governments sponsoring colleges,and private colleges(mainly independent colleges).This paper selects one university from three types of colleges as a sample of empirical research——Wuhan University(directly under the Ministry of Education)as a representative sample of universities directly under the Ministry of Education;Hubei University of Technology(hosted by the Hubei Provincial Government)as a local government sponsored university Representative sample;Hankou College(Private Independent College)as a representative sample of private universities.Therefore,the relevant empirical analysis of the above-mentioned colleges and universities has certain universality for most full-time colleges and universities in ChinaThis paper applies questionnaires,interviews and other empirical research methods to collect first-hand information about relevant colleges and universities;Based on the corresponding statistical analysis methods,the quantitative analysis of the collected data materials is carried out.On this basis,the basic situation of the university newspapers in China in the new media era is qualitatively analyzed.The main content of this article can be divided into four partsThe first part mainly summarizes the basic situation of college newspapers in the new media era.The second part specifies the representativeness and rationality of selected sample colleges and universities,and specifically explains the questionnaire design ideas and interview investigation schemes.The third part is mainly Data analysis is used to analyze the empirical data of the three sample universities,and the corresponding conclusions are drawn.The fourth part,based on the third part of the empirical analysis,summarizes the audience of the university newspapers in the new media era.Evaluation,identify problems and propose corresponding improvementsThis empirical research is based on the vigorous development of new media.Through the qualitative and quantitative analysis of the first-hand data collected,the following basic conclusions are drawn(1)The school newspapers have lost a lot of audiences,and the new media quickly occupied the market with its timeliness and convenience.The vast majority of school newspapers are still immersed in the circle of self-entertainment,and the influence among teachers and students has dropped significantly(2)The audience's awareness of the paper version of the school newspaper is generally low.The students'reflection is that the university lacks the propaganda of the paper version of the school newspaper.Second,the newspaper's functional positioning is biased and cannot satisfy the audience's demand for information(3)The audience's awareness of the electronic version of the school newspaper is generally low.In response to the impact of the new media,major universities have gradually opened electronic version of the school newspaper in order to find a place in the new media era,but the actual results are not satisfactory(4)There is a big contrast between the self-evaluation of the management staff of the school newspaper editorial department and the evaluation of the school newspaper.The biggest cognitive contrast is in the positioning of the school newspaper content,followed by the recognition of the school newspaper's popularity(?)Through the audience survey and field interviews of the three sample colleges and universities,it is found that the contemporary college newspapers face the dilemma of"ineffective communication",and it is urgent to carry out comprehensive reform and transformation under the background of new media development.