摘 要：在2009年，中国出现了首个高校微博，自此之后，高校微博的发展速度迅猛，逐渐成为高校与师生、社会各界之间进行信息交流、资讯共享和思想沟通的重要平台。针对此现象，本论文从高校微博的发展历程及其现状出发，以复旦大学为例，来探索高校微博的传播内容和特点，具体分析其对于高校形象宣传的意义，从而获得关于利用高校微博塑造高校形象的借鉴和启示，即一是明确自身形象定位，突出高校文化特色；二是增加高校微博建设力量，运营管理机制实现规范化、有序化；三是注重高校微博的栏目建设，体现人性化，营造亲近感。91441

毕业论文关键词：高校微博，高校形象宣传，高校形象塑造，复旦大学

Abstract: China had the first micro-blog university in 2009 , since then , the rapid pace of development in micro-blog , has gradually become an important platform to exchange information、share message and communicate thought between universities and teachers and students、social circles 。 According to the phenomenon , the article is established in the development process and current situation of micro-blog , to explore the content and characteristics of the spread of micro-blog university , and have some specific analysis of the significance of publicity for the image of colleges and universities , which takes Fudan university as an example , so as to draw lessons from the use of micro-blog university to shape the image of colleges and universities 。 First , clear positioning of their own image , and highlighting the cultural characteristics of colleges and universities ; Second , increasing the strength of the construction of micro-blog university , and achieving normative and ordered operation management mechanism ; Third , paying attention to the construction of the columns of micro-blog university , to reflect hommization and create a sense of intimacy 。源G于J优L尔V论N文M网WwW.youeRw.com 原文+QQ75201`8766

Keywords:Micro-blog University, Propaganda in Universities Image,Building,Fudan University

目     录

一、引言 4

二、文献综述 5

（一）国外相关文献综述 5

（二）国内相关文献综述 6

三、关于高校微博 7

（一）高校微博的定义 7

（二）高校微博的发展历程及现状 7

四、高校微博对于高校形象宣传的意义——以复旦大学为例 9

（一）创建公共交流平台，拓宽宣传范围 9

（二）促进宣传主体化，推动受众参与的积极性 10

（三）共享多方信息，避免形象片面化。 10

（四）完善高校形象，拉近与公众之间的距离 10

五、高校微博的传播内容及特点分析——以复旦大学为例 11

   （一）传播内容分析 11

1、编辑发布与本校有关的新闻事件及重要通知 11

2、打造多元校园栏目，凸显校园文化 11

3、设计热点专题，提供全面信息 11

4、转发校友、高校、社会等资讯，吸引师生关注