A Basic Discussion On Interaction Between University Culture And Modern Media

In modern China, there are urgent demands that university culture be strengthened, culture connotation of mass media be further improved and soft power of culture be enhanced. Inseparable connection lies between university culture and modern media; therefore, this pair should be systematically investigated as a whole. In order to improve cultural construction in universities and spread university culture, to make university culture a leading, directing and radiating role for modern media, to strengthen the modern media's spontaneous consciousness of university culture, upgrade the taste of modern media, build media's cultural brand and drive the mutual promotion of both university culture and modern media, this paper brings forward some modest thoughts on the interaction between university culture and modern media by means of literature and case analysis.The interaction between university culture and modern media can find its theoretical foundation. University culture endows modern media with important resources of spiritual value, thus promotes the latter's quality, taste, sincerity and credibility. Modern media, the carrier of university culture, also proves its significant function and influence. As a cultural instrument with strong radiation to society, modern media can actively spread university culture in multi-directions. As solid equipment with special features to construct modern culture, it can also actively reconstruct university culture. The process of modern media spreading university culture is also a process of university culture's reconstruction and innovation.During the interactive process of university culture and modern media, the interaction related to the content of university culture among propagator, media and audience can be illustrated in terms of the model on the process of the interaction between university culture and modern media. The effect of the interaction between university culture and modern media also follows pattern of Diffusion of Innovations Theory with S-curve. The interactive process is by no means isolated and achieved in one layer. Instead, it is a new interaction based on the original one, but in a higher level, taking on a style of S, screwy upward.In nowadays, there is a lack of interaction between university culture and modern media. The main representations of this phenomenon are: the universities fail to make full use of various media to spread their culture while modern media should also be blamed for its insufficient propaganda for university culture. The reasons are as follows: first, globalization, social transformation and internet based information have brought about profound changes in social environment; second, there exit the defective realization to university culture, the cultural damage during the development of universities and unbalanced ecosystem within the university culture; third, the problem can also be explained by the commercialization of modern media, the mass culture's impact to university culture and relatively low quality in media employees.The university culture needs modern media and vice versa. Without modern media, university culture will inevitably become isolated, indulged in self-admiration and much less influential. Without university culture, modern media will face the danger to be humanistically insufficient, tasteless and unsustainable. Therefore, it is in urgent need that the consciousness of interaction between university culture and modern media should be strengthened and the construction of university culture—the foundation for this interaction—should take the priority. The universities should make best of modern media to spread their own culture, taking the leading position. At the meanwhile, modern media needs to increase its spontaneous consciousness toward university culture, take the social responsibility of spreading university culture actively and positively, enrich its connotation and increase its cultural diversity with university culture continuously, improve its quality, thus promote an even virtuous interaction between university culture and modern media.