机遇与挑战：新媒体视域下民族高校形象塑造与传播

Opportunities and Challenges: Image Shaping and Communication of Ethnic Universities in the Perspective of New Media

摘要: 随着新发展理念的提出，高质量发展已成为高等教育发展的新指南。生源质量作为高校发展中的关键因素，对高校高质量发展至关重要。高校形象是公众了解和认识高校的窗口、是生源“竞争”的有效抓手。民族高校作为我国高校的重要组成部分，在新媒体日渐普及的背景下，民族高校应与时俱进，主动出击；抓住机遇，打造特色；立足实践，强化自身。借助新媒体时代的风口，塑造和传播良好的民族高校形象，提高知名度和美誉度，扩大竞争力，实现民族高校高质量发展。

Abstract: With the introduction of new development concept, high-quality development has become the new guide for the development of higher education. As a key factor in the development of colleges and universities, the quality of students is crucial to the high quality development of colleges and universities. The image of colleges and universities is the window for the public to know and understand colleges and universities, and it is the effective grip for the competition of student source. As an important part of China’s universities, ethnic colleges and universities should keep pace with the times and take the initiative in the context of the growing popularity of new media; seize the opportunity to build up their characteristics; and strengthen themselves based on practice. With the wind of the new media era, they should shape and spread a good image of ethnic colleges and universities, improve their visibility and reputation, expand their competitiveness and realize high-quality development of ethnic colleges and universities.