Research On The Campus Website Construction Of Colleges And Universities Based On The Mass Media

Campus websites of the college and university coming into being by the effect of interaction between higher education development and network communication practice, which are the media mainly servicing the teachers and students in the college and university. But the three fundamental functions of higher education confer the mission that must provide the information service for society upon campus websites of the college and university. Especially, the humanities spirit and forerunner principle could guide the visitors of campus websites positively. What’s more, the information of enrolment and vocation guidance on the campus websites provides extensive and valuable information reference for university students or pre-students, which can bring about invisible, strong and lasting influence on the entrance and employment of students. However, after browsing and analyzing ten campus websites of the college and university including Peking University and Tsinghua University, we can find a lot of questions, for example improper classification of the information content, unclear navigation system, imperfect search function and so on, which result in the information content servicing for society propagating inefficiently.This essay takes the mass communication’s media as an angle of view to analyze the problems existing in the campus websites of colleges and universities in our country bases on mass communication’s theory and find out the current situation of the campus websites as a kind of mass media and the reasons why they are so. Aiming to strengthen campus websites’function of service for society and mass communication and improve the efficiency of mass communication, the paper analyzes the audiences accurately and puts forward the ideas and principles should be followed in the campus websites’construction of our country, and then analyzes the content of campus website which highlights the functions of "gatekeeper" and "agenda setting", based on the mass communication experience of foreign college campus website.