Research On The Construction Of Media Image Of Three Famous Universities' Official Microblogs From The Perspective Of Framework Theory

Under the background of increasingly fierce competition in higher education market domestically and abroad,the continuous development of Internet technology,the lowering of media access threshold,and the fact that college students have become the main audience of the Internet,new media,especially microblog,with its remarkable characteristics of wide range and fast communication,enabling college media image building has become an essential means for colleges and universities.At present,although the development of micro blog in colleges and universities has formed a certain number and scale,the development quality is uneven,showing a serious "polarization" trend,which is not conducive to the dissemination of media image in colleges and universities.Therefore,based on the core of the operation of official microblog in Colleges and universities,this paper has compiled the annual list according to the monthly list of the Qingbo index from january2019 to November 2019.The top three official blogs in the annual list are selected: Shanghai Jiaotong University,Wuhan University and Xiamen University as the research object.The article classifies all the blog posts of 14477 microblogs from january1,2019 to December 31,2019,including@ Shanghai Jiaotong University,@Zhejiang University and @Wuhan University official blog.Because the samples are relatively large,this paper adopts the method of equidistant serial number sampling to set the interval of 30,namely,Article 1,Article 31 Article 61.484 blog samples are obtained by analogy.The surface framework proposed by American communication scholar jitlin is the combination of formal framework and deep framework: content framework,and the main purpose of events and the low-level frame expression language and symbol are embodied in the content analysis combined with the high-level sub frame proposed by zangguoren in the framework theory.This paper analyzes the text characteristics of the media image in the University official blog by selecting two dimensions: macro text theme,information source,text form and microcosmic symbol analysis,discourse analysis and micro topic analysis.The paper clarifies the specific content of the media image of the University and how to construct the content of the university media image in the official blog media.It hopes to provide some reference strategies for the background operators of official microblog to construct the text selection and editing of the university media image.In the first mock exam,the micro-blog text features of the media image of the University official micro-blog from the microscopic framework are as follows: 1.the use of2.non verbal symbols in the expression class package is especially prominent in the interactive theme micro-blog.3.the tone of discourse is mainly the tone of double tone,supplemented by the tone of single tone 2.micro topics are widely used,column oriented and key words present the image characteristics of colleges and universities.The text features of the media image in the official microblog of colleges and universities in the macro framework: 1.the theme of microblog covers all aspects of college life,and the interaction forms are rich and diverse.2.the subject content is positioned at the audience information acquisition demand.3.the production shows strong independent production.4.non original information sources mainly include education science popularization and authoritative media,and the content selection is close to the relevant life of college students.5.the forwarding behavior of the same level colleges and universities mainly focuses on major ceremony celebrations.6.the micro blog text presents a visual trend.7.the main topics of various microblog are diversified.Based on the above analysis and the analysis of the connotation elements of the image and media image of the University,this civilization confirms the specific contents of the media image of the University presented by the official blog are: the image of the subject of behavior,the image of material symbols and the image of spiritual culture.And based on this analysis of how to build the university media image.In the construction of the main image of behavior,the long text or articles show the characters' deeds to construct the image of teachers and University celebrities;In the construction of material symbol image,1.the key words of micro topics emphasize the cultural symbols of colleges and universities,2.multimedia presents material image,in the construction of spiritual and cultural image,1.disseminating cultural memory through major ritual nodes,2.non-verbal symbol to construct "emotional community",3.setting up emotional links with multiple tone of discourse.Based on the above analysis,in order to create a more complete and three-dimensional media image of colleges and universities,the author provides the following image construction strategies for the text selection and editing of the official microblog background operators in other colleges and universities: 1.Content selection and creation,to meet the needs of the audience,highlight the image characteristics;2.Code and discourse style setting,university media image construction strategies.The official microblog should actively integrate into the unique communication form,strengthen the trend of multimodal discourse and symbols,and set more identity relations on the tone of discourse.3.In terms of content presentation,university official blog should use various media technologies,launch various activities combined with important ritual nodes,and meet the audience's communication needs through a variety of interactive means.