制度同构视角下地方高校传媒类专业数字化转型的困境与突破

Dilemmas and Breakthroughs in the Digital Transformation of Media-Related Programs at Local Universities: An Institutional Isomorphism Perspective

摘要: 教育数字化战略的纵深推进，使地方高校传媒类专业面临系统性变革压力。然而从实践来看，此类专业的数字化转型普遍存在路径趋同与动力不足的问题。本文引入新制度主义的制度同构理论，从强制性、模仿性与规范性三重同构机制出发，解析上述困境的形成机理。研究发现，政策考核、盲目追随重点院校与学术共同体规范的三重压力，使地方高校在数字化转型中陷入“不得不转却难出特色”的结构性矛盾。要走出这一困局，需地方高校转向“在地化”的差异化发展策略，通过对区域资源的深度开掘与服务地方的精准定位，实现数字化转型的特色突围。

Abstract: The deepening advancement of the education digitalization strategy has placed media-related programs in local higher education institutions under systemic pressure for change. In practice, however, the digital transformation of such programs is commonly plagued by path convergence and insufficient momentum. Drawing on the institutional isomorphism theory of new institutionalism, this paper analyzes the formation mechanism of the above dilemma from the threefold isomorphic mechanisms of coercive, mimetic, and normative isomorphism. The study finds that the triple pressures of policy assessment, blind emulation of key universities, and academic community norms have trapped local higher education institutions in a structural contradiction in digital transformation: “having to transform yet finding it hard to develop distinctive features”. To break out of this predicament, local higher education institutions need to shift toward a differentiated “localization” development strategy, and achieve distinctive breakthroughs in digital transformation by deeply tapping regional resources and precisely positioning themselves to serve local needs.