近年来,在高等教育实现跨越式发展和国际化进程不断加快的背景下,国家开始大力实施高等教育内涵发展战略,不再一味追求“量”的扩张,强调注重教育增长的质量与效益,这使国内外高校之间的竞争,尤其是品牌形象和文化软实力的竞争日益激烈。随着现代传播媒介的发展进步与新媒体的迅速兴起,大众传媒对社会发展的参与程度 In recent years, against the backdrop of the leapfrogging and internationalization of higher education, the state began to vigorously implement the strategy of higher education connotation development, instead of blindly pursuing the expansion of education and emphasizing on the quality and effectiveness of education growth This makes the competition between domestic and foreign universities, especially the competition of brand image and cultural soft power more and more fierce. With the progress of modern media and the rapid rise of new media, the participation of mass media in social development