摘要
媒体的社会效益一直以来广为业界关注和讨论,而考试招生媒体作为媒体中独树一帜的存在,承载着更多的社会责任和义务,其社会效益的实现值得深入探索。回顾媒体社会效益内涵的发展和完善,及其在我国各个发展阶段被赋予的指导地位和提供的理论支撑,总结分析我国考试招生媒体的基本属性和重要特征,在此基础上,研究给出以下提升考试招生媒体社会效益的途径:提高内容质量,推动媒体发展;着力群体覆盖,促进社会公平;展示高校风采,突出品牌价值;创新形式手段,打造全新媒体;重构考试文化,实现价值延伸;完善经营行为,延伸产业链条;合理统筹“双效”,促进媒体发展。
As an industry with lots of social benefits as well as responsibilities and obligations,the examination and admission media have been widely concerned and discussed.Therefore,the issue of social benefits of the examination and admission mediaand the means of gaining the benefits and shouldering the social responsibilities is worthy of further thinking and practice.Such being the case,the present article starts with a brief review of the concept of the term and the phenomenon,and the guiding principles and theoretical support in various stages,and as well as the basic attributes and important characteristics of it,etc.Based on the brief review,the author then puts forward some suggestions about the means to achieve the social benefits as follows:promoting thedevelopment of media by improving the quality of the content;promoting social equity by covering wider variety of topics;highlighting the brand value of the media with greatest display of the universities;helping the reshaping of examination culture with extended views;and improving the business managementwith extended industrial chain and good use of the"double effects",etc.Only by the above-mentioned ways,can the examination and admission media develop better.
作者
方少达
杜汉生
Fang Shaoda;Du Hansheng(Periodical Office of Hubei Admission Examinations,Wuxi,Jiangsu 214121,China)
出处
《湖北招生考试》
2022年第2期4-13,28,共11页
Enrollment and Examination in Hubei
