AIGC赋能高校传媒类专业数字化转型路径研究

Research on the Pathways of AIGC-Enabled Digital Transformation in Media and Communication Majors in Higher Education

摘要: 随着智能生成内容(AIGC)技术迅猛发展，高校传媒类专业教学正面临深刻变革。当前，智慧课堂建设滞后与教师技术应用能力不足等问题，制约了专业数字化转型进程。为推动AIGC与传媒教育深度融合，本研究以安徽理工大学网络与新媒体专业大三本科生为研究对象，采用文献分析、问卷调查与重要性–表现性分析(IPA)相结合的方法，构建包含5个维度、15项指标的“AIGC技术在高校传媒类专业教学中的应用”影响因素量表，并对其教学应用中的感知体验开展调查。基于IPA象限分析结果，研究进一步识别出优势巩固、资源调控、潜力挖掘与重点改进四个方向，旨在为地方高校传媒类专业的数字化转型与教育质量提升提供实证依据与实践参照。

Abstract: With the rapid development of Artificial Intelligence Generated Content (AIGC), teaching practices in media and communication majors in higher education are undergoing profound transformations. At present, challenges such as the lag in smart classroom construction and insufficient technological competence among teachers have constrained the progress of digital transformation in these programs. To promote the deep integration of AIGC and media education, this study takes junior undergraduate students majoring in Network and New Media at Anhui University of Science and Technology as the research sample. Using a combination of literature review, questionnaire survey, and Importance-Performance Analysis (IPA), this study constructs a measurement scale comprising five dimensions and fifteen indicators to assess the application of AIGC technologies in media and communication teaching and conducted a survey on the perceived experiences in its teaching applications. Based on the results of the IPA quadrant analysis, four strategic directions are identified—advantage consolidation, resource optimization, potential development, and priority improvement—aiming to provide empirical evidence and practical insights for the digital transformation and quality enhancement of media and communication education in local universities.