Research On The Influencing Factors And Promotion Strategies Of The Information Dissemination Effect Of University New Media

With the rapid development of Internet technology,the integration of new media with many industries and organizations has further accelerated and deepened.As an important position for talent training,universities have entered the new media era of news dissemination.University new media is not only a publicity window for universities to display their image to the outside world,but also an important carrier for online education,serving teachers and students,and consolidating campus centripetal forces.However,there are still some information ecological problems such as the fact that some universitiy new media accounts have not been updated for a long time,the interactive features of the new media are not fully utilized,the information format is single,and not interesting.The effect of universitiy new media dissemination needs to be emphasized.Therefore,sorting out the formation mechanism of the influence of university new media and its influencing factors and influencing mechanisms can provide theoretical reference and practical guidance for universities to use new media to assume the mission of educating students,tell college stories,and convey college voices.Information ecology is a discipline that studies the interrelationship and mutual influence of the subjects of the information ecosystem.It can explain various problems in the process of university new media information dissemination.First of all,this paper sorts out the development process and functions of university new media,and analyzes the differents of the characteristics of information dissemination between university new media and traditiona media.Then,based on the perspective of information ecology,this paper analyzes the information ecological elements of university new media,and believes that its information dissemination activities are compounded by the driving force of universities,the traction of new media platforms,the pulling force of user demand and technological environment.And refer to the Develer interactive process model to construct a mechanism model of the effect of university new media.This part of the content provides a theoretical guidance framework for subsequent research.Secondly,according to the information ecology theory,the influencing factors of the information dissemination effect of university new media are preliminarily screened to form an index system through literature review and expert interviews.And then develop measurement indicators,generate questionnaires,and use SEM to conduct empirical analysis on influencing factors in each dimension.The DEMATEL method is used to identify the key elements that influnce the information dissemination effect of university new media.Through the analysis of the related attributes and category attributes of the factors,the interaction between the factors is clarified.The results show that the professional level of the platform is the most important factor affecting information dissemination.The coverage of the platform,the activity of users,the information literacy of the operators,the interactivity of the platform,the altruism of the operators,university information environment,the usefulness of information,the perceived value of users and incentive system are all key factors.Thirdly,in order to further clarify the degree and mechanism of the influence of key factors on the information dissemination effect of university new media,supplemented with necessary factors,the identified key factors are incorporated into the system dynamics model.By changing the relevant parameters and designing simulation experiments,this paper predicts the changing trend of the dissemination effect of university new media.The results show that the key factors identified in the above studies can all play significant roles.The simultaneous implementation of supervision and incentives in universities can maximize the effect of information dissemination.At the same time,the influence of opinion leaders is far too weak to affect the information dissemination activities of university new media,which is consistent with the recognition results using DEMATEL method.Finally,this paper summarizes the research conclusions of this paper and provides countermeasures to enhance the information dissemination effect of university new media and create harmonious and healthy campus cyberspace.The result of this paper may provide reference for the operation and management of university new media.