The Study On Campus Media Function In Ideological And Political Education

The campus media is an important news propaganda institutions of higherlearning, having perfect shape characteristic of news media, and also is the integralpart of social media. As an authority on campus news publishers, colleges anduniversities teaching, scientific research and management of integrated informationservice platform, the campus media of university has an important influence onteachers’ and students’ behaviour pattern, value orientation, political attitudes,psychological development, and play an important role on strengthening theconstruction of spiritual civilization and campus culture construction, promotingsocialist core value system, guiding the broad masses of teachers and students tofocus on the social life and the national development and education of ideology andmoral character.This article through to the era of media convergence environment of campusmedia, analyses the propagation theory of ideological and political education and thestatus quo, discusses the composition of the campus media institutions now,characteristics，the development course and existing problems, and on the basis of theanalysis and study, puts forward the optimization tactics of the ideological andpolitical education in colleges and universities campus media, to make beneficial helpfor the ideological and political education in colleges and universities campus media.By using the combined research method of qualitative analysis and quantitativeanalysis, I found weibo, micro letter, mobile media as a representative of the newmedia brings great impact on traditional media, making ideological and politicaleducation in colleges and universities campus media now have feedback systemdeficiencies and relatively low of the campus media attention. These problems areoriginated from behind the university campus media management system in ourcountry, college campus media lack of competition consciousness and the campusmedia structure levels not neat, etc.Therefore, in view of the above problems, the author put forward to improve thepresent situation of campus media of the ideological and political education incolleges and universities, we must change ideas，adhere to the idea of equality, open,interaction and cooperation, insist on the principle of timely and accurate,people-oriented principle and credibility orientation principle, and optimizing the traditional media to enhance interaction and close to the teachers and students use ofemerging media promotion needs to improve the service and attaches greatimportance to the talent training extension of four aspects, such as continuousoptimization strategy. At the same time, try to enhance the ideological and politicaleducation function of college campus media evaluation system. Hoping that under thefusion of media environment, ideological and political education in colleges anduniversities campus media will benefit.