A Research On The Ability Of University Presidents To Utilize New Media

With the rapid development of information technology, new media has become an important intermediary platform for people to gain information and express themselves. Against this backdrop, university presidents need to think about how to integrate all sorts of resources to enhance the soft power of campus culture for the better development of their universities. Therefore, this paper will center on the ability of university presidents in Zhejiang Province to utilize new media under the new situation for the purpose of offering suggestions to improve their capability in this field.On the basis of referring to a profusion of literature on the ability of university presidents and new media both home and abroad, this paper makes a systematical definition of "the ability of university president to use new media". Through the feedback acquired from questionnaires and semi-structured interviews, it makes a comprehensive analysis of that ability of presidents of ten universities in Zhejiang Province by using both qualitative and quantitative methods with the aid of software such as SPSS statistic. It also arrives at a conclusion on the present status of and the problems confronted by those presidents in terms of their capability of utilizing new media based on the all-around analysis mentioned above. Besides, the case analysis of several presidents who are proficient in utilizing new media is also recorded in this paper.Furthermore, this paper also puts forward four proposals in light of some problems those university presidents in Zhejiang Province are faced with. In addition, based on the analysis above, a summary on how to apply their ability of utilizing new media to the development of universities is also given at the end of this paper.