Study On The Communication Model Of The University Culture In The Information Age

Culture is an organism of information. In the information age, the university highlights its essence of culture communication. A University as a cultural organization is charge with the responsibilities of communication of the social culture and innovation of the social culture. The achievement of social functions of universities relies on the practice of university members. The university's community spirit is the power of university members' practice. New members of the university should be in need of the edification of the university culture, and then gradually and consciously take the responsibility of communicating the university culture internally and externally. Communication of the university culture is the spiritual foundation of the university cultural construction. We should use the efficient operating model to communicate the university culture. According to the Marx and Engels' spiritual communication theory, the author puts forward the communication model of university culture after the author studied the universities seriously. The "all subjects - all levels - all media" model highly summarizes the communication mechanism of the university culture.This essay includes three parts: the prolegomenon, the main body and the conclusion. The main body includes four chapters.The prolegomenon mainly reviews the related literature of Chinese university culture researches, and points out the deficiency of the related researches are in lack of understanding the basic concepts for the university culture and construction practical guidelines.The first chapter expounds the information essence of the university culture, the importance of communication of the university culture for the construction of the university culture, and defines the significance of the communication model of the university culture: the theory complex --the idea, structure, procedures and methods of communication activities in the university culture about the university members. The model that this essay constructs is divided into two parts: one is the guiding principle of the model, including the idea and methods of the model; the other is the executing mode, including the structure of the model and the procedure. The two parts above form the communication model of the university culture that the author constructs.The second chapter, the author, who bases on the Marx and Engels' spiritual communication theory and the Maletzke mass communication field theory, points out that the guiding principle of the communication model of the university culture is "all subjects - all levels - all media", that is , the communication of the university culture needs all subjects in the university who use all the necessary medium tools, according to all levels of the university culture.In the third chapter, the author constructs the implement mode of the communication model of the university according to Maletzke mass communication field theory. The essay uses cases and demonstrates the process of executing: a university member– a university culture communicator, at first in his or her consciousness, selects and organizes the information of the university culture; then influences the media, and makes the media carry the university cultural information; then the media influence the receiver, make the receiver receive the media contents, feel the university cultural information in consciousness, produce certain reactions and produce feedbacks to the communicator. Throughout the process of the executing mode, the communicator should reflect the guiding principle of the communication model of university culture: "all subjects - all levels - all media". The guiding principle and the executing mode constitute the communication model of the university culture. (CMUC= the Communication Model of the University Culture) principle:all-subjects-‐-all-levels-‐-all-media mode:executing-mode(see-Picture-2,Chapter-3)-The fourth chapter points out in communication activities of university culture, many elements and factors, influenced by the guiding principle and led by the executing mode, will experience many changes: the ascension of the cultural self-consciousness and the media literacy of the university members; the development of university culture; cultural communication media renewal; the development of the internationalization of the human social environment.In the conclusion, the authors points out: the essay constructs the communication model of the university culture which achieves the macroscopic and microscopic combination, and the unity of theory and practice; The practice of the communication model of the university culture is promised to promote the development and innovation of the university culture, and the realization of the university function, then promote social all-rounded progress.