Author(s)

Xihua Chen

Corresponding Author

Xihua Chen

ABSTRACT

With the development of digital technology, the new media has a great influence on the promotion of campus culture. Campus cultural propaganda is faced with a series of opportunities and challenges. The new media enriches the content and carrier of campus culture so as to create good atmosphere, change the mode of communication and promote opening to the outside world. However, campus culture is more vulnerable to be shock and guidance more difficult as well as different medias are difficult to integrate. In order to play the role of new media in the promotion of campus culture in colleges and universities, the following five paths are proposed: ①Playing the main theme of campus culture and reshaping the spirit of the university. ②Developing the characteristic of campus culture and expanding the influence of the campus culture. ③ Strengthening supervision and guidance, mastering the initiative of public opinion. ④Innovating ways of communication and management to diversify media communication. ⑤Building a professional team to promote the construction of campus culture.

KEYWORDS

New Media, Campus Culture, Propaganda Path