Research On The Development Countermeasure Of Alumni Magazines Of Excellent League Universities

The birth and development of Chinese college alumni magazines is accompanied by the enrichment of modern magazines and the prosperity of higher education.Alumni magazines are both a successor to alumni culture and university spirit,as well as witnesses,recorders,and builders of alumni work.In terms of nature,alumni magazines have special attributes,which are between the media and the mass media in colleges and universities.They construct an interactive relationship between media,alumni and universities.From the content point of view,it mainly focuses on information services,including News,character newsletters,alumni contributions,etc.From the perspective of management mode,it is composed of social organizations-alumni associations,college alumni work offices,foundations,which are sponsored by a single institution or jointly organized by multiple entities;from the perspective of journals,it has a relatively fixed Publishing cycle and distribution channels.Based on the research on alumni magazines at home and abroad,this paper applies news communication and related theories,combined with the excellent league 9 school 123 and Stanford 3 alumni magazines,a total of 5757 magazine content as an empirical support,using content analysis,comparison Research methods are analyzed from five dimensions: publishing,function setting,journal content,presentation form,and audience association.The study found that the University of the Union's alumni journals play a role in the distribution of journals in terms of content distribution.News information is the most important content,and it tends to be reported by the alma mater.In addition,the elite alumni are highlighted in the audience association;they are characterized by propaganda,education,friendship,service,culture and news.Insufficient advantages of e-journals,unbalanced structure of content shallowness,and limited interaction of communication are the main problems facing the development of alumni journals of excellent alliances;the reasons are the deviation of the role of the audience,the obsolescence of the thinking of the journal,and the mechanism to constrain the vitality of the media.This paper proposes development strategies from the aspects of innovation management mode,strengthening the effective dissemination of alumni journals and improving content quality.