新媒体时代思政引领高校品牌活动宣传研究

——以‘大外英语学院’公众号为例

中图分类号：G641；G206 文献标识码：A文章编号：2096-4110（2025）09（a）-0036-04

Research on Publicity Strategies of Moral and Political Guidance in University Brand Activities in the New Media Era

-A Case Study of the WeChat Oficial Account of "School of English Studies，Dalian University of Foreign Languages"

QU Jingda

（DalianUniversity of Foreign Languages，DalianLiaoning，116O44， China

Abstract：Taking the WeChat Oficial Accountof "ScholofEnglish，Dalian UniversityofForeign Languages"asacasestudy， thispaperexploresthepublitystrategiesformoralandpitical guidanceinuniversitybrandactivitiesinteewmediaera.Theesearchfindstatmdia，withitsaracteristissuchsyamics，tieliness，andinteractivityaectivelyexpandediencescopeoforalandpoliticaleducationempowerthevaluegudingfunctionofbrandactivitis，andcreatecommunicationoditionsfortheintegrationofthemoralandpoliticaleducationanduniversitybrandactivities.Byconstructingastereoscopicstrategic systemencompassingthe"three-dimensionalpenetrationmechanismofOMOmode"，"periodiclong-term interaldriving forcefor moralandpoliticalucatio"，nd"dualdrifprofeiolaactersticsndeool，utiplebds'，thetal Account has achieved aclosed loop of "moral and political guidance + technical drive + effect evaluation".Additionally，the study pointsoutthatthecurrentmoralandplitialpublityincollgesanduniversitiesisconfrontedwithchalengesincluding monotonousactivityfors，homogenizedcontentndfrcedintegation"oforalndpoliticalelements.Ifurtherpropossthpath ofstudent-centered"growthrientedreationandthe"participatoryoalandpolical"commuicationmodel，provdingpractical examplesandtheoreticalreferencsforthein-depth integrationofthemoralandpoliticaleducationanduniversitybrandactiviis.

KeyWords：Newmedia; Moraland political gudance; Universitybrandactivities;Publicitystrategies;OMOMode;Participatory norality and politics; Amalgamation

5G时代，信息传播朝着更便捷、更迅速、更复杂的方向发展，当代大学生日趋成为“互联网原住民"。（剩余5622字）