Survey Of The Current Situation Of College Propaganda Films

In the rapid economic development in the 21st century, the competition has become the development of higher education in the field of an important part that cannot be ignored. In the increasingly fierce competition, colleges and universities is facing unprecedented challenges, from the classroom to students, from hardware to software, colleges and universities began to shape like enterprises and strengthen our own brand image. Various universities in order to make the mass produce identity,enhance the overall competitiveness of the school, in college propaganda, strive for in all areas of school ahead of the competition. For this reason, this article counted nearly 11 years, the number of college propaganda and nanjing 6 colleges in recent 11 years of propaganda to spread content,route of transmission and communication effect, more intuitive content statistics framework is given, respectively, comparing the intercollegiate, finally based on some important problems are analyzed and discussed.Data based on the case analysis and the qualitative interviews, I think the propaganda of colleges and universities can be divided into statements define type and micro film type two kinds, and analyzes the propaganda of the propaganda film for universities, find the content high repetition rate, less innovation content, follow the problem such as the mechanical model for production. In the route of transmission,with the aid of "youku China network video index" can be video playback index,medium of equipment in colleges and universities, the district distribution is analyzed.Show the AD on the whole in a click on the playback volume rising; With the development of mobile Internet terminal,university propaganda media equipment from computer PC continuous development become a mobile phone and other mobile terminals; Announcements of the nanjing university of the main audience is jiangsu,Beijing and other areas, and some special professional strong schools by their related areas of preference, the difference is bigger. In terms of communication effect, case data and interview survey shows, the spread of college propaganda effect is unsatisfactory. First is the defect of delivering content affected the communication effect,in the form of spiritual convey way hard,insufficient material distortion and characteristics, as well as the lack of focus and new behavior level. Followed by the route of transmission of defects affect communication effect, show the transmission channels of a single, regional limitation, lack of professionals, lack of continuity, the lack of media communication with the outside world, etc. Finally the defects in the process of the propagation of affected the communication effect, such as poor opinion expression channel, lack of long-term management mechanism, promoting the responsibility consciousness, competition consciousness, innovative consciousness,the limitations of their own as well as the audience.Based on the above problems,combining with the AD of the Yale university and the university of Beijing through the case analysis of video reference to relevant domestic and foreign experience,to improve the quality of our universities propaganda,enlarge the propaganda effect, reflect the development of the college propaganda, can find a lot of trouble and in dire need of break through the bottleneck of, from production to content, from the choice of professional talents to the construction of professional team,etc. Although the video quality standard is not the only,but the future improvement and development, will surely make promotion to a new stage of development.