摘要
高校宣传片能传达丰富的视听和语言内容,是高校形象建设和软实力传播的重要途径。通过统计南京12所高校共计23部宣传片的数据,可以呈现出高校宣传片在内容和传播两个方面的现实状况。调查中发现,当前我国高校宣传片存在传播内容雷同、传播渠道狭窄、质量标准模糊、实然与应然差距很大等问题。亟须改进拍摄细节、完善传播内容、扩展传播途径、优化传播过程,并反思高校宣传片的意义、特点、评价及连续性等问题。
The propaganda films which is an important way to establish the good image and transmit soft power of universities can convey rich audio-visual and language content. By counting the data of 23 propaganda films in 12 universities in Nanjing,there is a practical condition of both content and communication. The investigation shows that there are some problems such as the similar contents of communication, the narrow channel of communication,the ambiguity of quality standard and the gap between"reality"and"ought to be". So,it is urgent to improve the photographic details and the contents of the films,and try to expand the channels of communication, and optimize the process of communication. Moreover,we should also reflect on the significance, characteristics,evaluation and continuity of university propaganda films.
出处
《高等教育评论》
2017年第2期227-241,共15页
Higher Education Review
关键词
高校宣传片
内容
传播
现状
改进
University Propaganda Films
Contents
Communication
Status
Improvements
