摘要
广告学专业作为应用型学科,在数字化革命浪潮下,其既有专业定位、课程设置与教学内容、资源建设机制、教学组织实施等均面临巨大挑战;同时,数字传播时代也给广告学专业发展带来了新机遇,在新旧交替的历史变革期,以市场为导向调整专业定位、搭建课程平台以拓展专业空间、实行多样化的课程资源建设机制、全网络扁平化教学模式改革是较为理想的发展路径。
Under the wave of digital revolution,advertising specialty is facing great challenges in their professional orientation,curriculum design and teaching contents,resources construction mechanism,teaching organization and implementation.At the same time,the digital communication era also brings new opportunities for the professional development of advertising science.In the historical transformation period of new and old alternation,it is an ideal development path such as adjusting professional orientation according to market demand,setting up curriculum platform to expand professional space,adopting a variety of curriculum resources construction mechanism and taking the reform of the full network flat teaching mode.
作者
张玲
ZHANG Ling(School of Arts＆ Law,The Open University of China,Beijing 100039,China)
出处
《河北广播电视大学学报》
2018年第2期19-22,共4页
Journal of Hebei Radio & TV University
关键词
数字传播
开放大学
广告学专业
改革
digital communication
the open university
advertising specialty
reform
