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With the continuous development of communication science, theoretical achievements are increasingly rich. In the training of media talents, both theory and practice should not be neglected. Only by combining theoretical knowledge with practical ability training can we cultivate media professionals who meet the market demand.
Abstract: Since the 20th century, the world media industry has developed rapidly. In the past century, newspapers, radio, television and the Internet have appeared one after another. The increasingly diversified media and modern means of communication have had an important impact on world politics, economy and culture. As one of the main channels to send talents to the media industry, colleges and universities' ideas, methods and objectives of training media professionals directly affect the development of the media industry in China. However, the media majors in some colleges and universities in China have a biased understanding of communication theory in education and teaching, and attach importance to practice rather than theory. Based on this, this paper analyzes the importance of communication theory in the training of media professionals in colleges and universities.
Keywords: communication theory, media professionals training
At present, the media industry in China is developing rapidly. In 20 14, the annual growth rate of the media industry rose against the trend, from 15.5% in 20 14 to 15.8% in 20 14. A thriving industry needs the support of talents. As the cradle of cultivating media professionals, colleges and universities have very important training concepts, teaching methods and teaching models. In the current information age, the media is everywhere, even pervasive. With the blending of old and new media, the integrated media ecosystem is coming to the fore, and the media integration is deepening day by day, which makes the relevant theories of communication closely related to social and economic development and people's daily life.
First, the development of the media profession
As we all know, communication originated in the United States with a history of only a hundred years. This is a young subject. In the mid-20th century, communication became a formal course in universities. Communication is an interdisciplinary subject, which is closely related to many disciplines such as politics, journalism, sociology, psychology, information theory, system theory, cybernetics and so on. Since the mid-20th century, communication, as a new social science discipline, has attracted more and more scholars' attention, and new research achievements have been put forward and the research field has been expanding. Communication has gradually formed a relatively rich theoretical system and a relatively complete discipline system.
Communication has gradually become a prominent school, and its academic status has been consolidated. According to statistics, in the United States in the 20th century, universities and social science research institutions published more than 120 doctoral dissertations related to communication every year, and the number increased year by year. In terms of communication education, at present, all major universities in the world basically have communication departments and majors, and some universities are also famous for their research and teaching in the field of news communication.
The United States is the birthplace of communication and the forerunner of modern media education. As early as the early 20th century, the United States took the lead in developing modern media education by virtue of its academic advantages over other countries in communication and journalism. From 65438 to 0908, the University of Missouri was formally established, marking the birth of the first journalism school in the world. Four years later, Columbia University also established the School of Journalism, and now it has become a world-renowned university in the field of journalism and communication. Its journalism school inherits the tradition of media education, paying equal attention to humanistic foundation and professional skills training, which has continued to this day.
Second, the analysis of the current situation of media professionals training in colleges and universities in China
Since the end of the 20th century, China's media vocational education has achieved rapid development and soon became one of the important emerging disciplines in China's higher education. According to statistics, there are currently more than 600 colleges and universities in China offering courses related to media majors. From 65438 to 0982, after wilbur schramm, known as the "originator of communication", visited China, American and Japanese communication scholars successively came to China to introduce, publicize and teach communication. In the same year, the Institute of Journalism of China Academy of Social Sciences held the first national communication seminar. After the conference, a large number of high-level translations of communication majors were published one after another, and major universities also offered communication and related courses one after another.
At present, universities offering media-related majors in China regard communication as a basic theoretical course, and courses such as mass communication and introduction to communication have become compulsory courses for media majors at school. However, there are still some misunderstandings and blind spots in the cultivation of media professionals in colleges and universities in China. Due to the strong practicality of media specialty, some colleges and universities attach more importance to communication practice teaching than communication theory teaching, which is mainly manifested in three aspects: course proportion, teaching content and students' understanding of media specialty. In the training of media professionals, the lack or deficiency of communication theory will seriously restrict the quality of media professionals training in colleges and universities, and even go against the sustainable development of the entire media industry in China.
(A) colleges and universities pay attention to the dissemination of practical teaching.
Media major has a strong practicality and operability, which leads some colleges and universities to be eager for quick success and instant benefit in curriculum setting, ignoring the balance between theoretical courses and practical courses, simply being satisfied with teaching various technical knowledge and developing professional skills training, and ignoring the cultivation of students' humanities, social sciences and professional quality. The students trained under this educational model are more like "mechanics" than media talents who are really thoughtful, innovative and good at learning.
(b) Teachers tend to teach communication technology.
Some media teachers tend to be utilitarian and instrumental in their teaching. Because the media major requires students to have certain practical ability in the field of practice, teachers often teach students so-called skills and methods in teaching, while ignoring the education of communication theory. At the same time, some teachers' teaching methods are relatively simple, only staying in the traditional teaching methods, and the teaching content also lags behind the update of communication theory and media technology. Due to teachers' insufficient theoretical injection in the classroom, students' ability to analyze and solve problems in media practice is weak.
(C) Students prefer to learn communication skills.
Some students majoring in media have a wrong view. They hate theoretical study and think that practical experience is more useful than theory. The orientation of media specialty is applied discipline. After entering the university, students are ready to increase their practical skills, and they are full of passion for application skills such as collection, writing, editing and broadcasting. They don't attach importance to the course of communication theory, and they don't want to devote themselves to study and research.
Third, the significance of communication theory in the training of media professionals
(A) Communication theory is the basis of the curriculum system of media major.
At present, according to the development of media industry and market demand, domestic universities offering media majors have added new courses such as new media, Internet of Things, network animation, digital media technology and media integration on the basis of traditional theoretical courses, which makes the training mode of media professionals show a trend of wide caliber, in line with the development law of information society and the realistic demand of media market for talents. However, basic theoretical courses such as Introduction to Journalism, Introduction to Communication, Mass Communication and Network Communication should be the basis of the curriculum system of media major, and also the key to evaluate whether the curriculum of media major in colleges and universities is reasonable, whether the training mode of media professionals is scientific and whether the professional quality of students is sound.
(B) Communication theory is the core content of the professional quality of media teachers.
Teachers play an important role in the teaching of media specialty. Teachers' basic theoretical literacy often directly determines the quality of education. Teachers seem to use a series of "rules" and "skills" when completing specific teaching tasks, but what plays a decisive role behind them is actually teachers' basic theoretical literacy. For media teachers, rich, diverse and complete communication theory is the core content of their professionalism. The development of media industry is changing with each passing day, the media is constantly updated and integrated, and the media specialty is interdisciplinary, which brings challenges to the teaching work of media professional teachers. If teachers' theoretical literacy is not enough and their knowledge is not updated in time, it will be difficult to cultivate excellent media professionals.
(C) Communication theory is an important soft power of media majors.
The demand for talents in modern media is growing day by day, and the talents generally recognized by the industry often have multi-level theoretical basis and practical ability, which can quickly adapt to the requirements of work, accurately analyze the nature and phenomena of media, and promote the integration and development of different media. Therefore, media professionals must have a solid theoretical foundation, extensive knowledge, good practical ability and innovative thinking. If the skill level, education level and professional category of media major are attributed to personal hard power, then students' ideological depth, theoretical level, learning awareness and news sensitivity are their soft power. This soft power is the key factor of students' career development. The "soft power" of media professionals is mostly cultivated and shaped in the learning stage of colleges and universities.
Fourthly, media majors in colleges and universities should attach importance to the teaching of communication theory.
Media industry plays an important role in all aspects of social life, and its sustained and healthy development needs a certain number of media professionals as support. Therefore, the cultivation of media professionals in colleges and universities should pay attention to basics, theory, immanence and practicality. Only by cultivating media professionals with profound cultural literacy, solid theoretical foundation, scientific thinking method, broad international vision and superb professional skills can China's media industry develop continuously under the new situation.
(A) Colleges and universities should pay attention to cultivating students' theoretical literacy.
The education of disciplines can not be separated from the study of theoretical courses, and so can the media major. Colleges and universities offering media majors should attach importance to the education of students' basic theory courses and the cultivation of their comprehensive quality. Only when students have a broad, solid and solid basic theoretical foundation can they not fall into a smog in the vast media knowledge and complicated media phenomena. Establishing a solid basic theory and a perfect knowledge system is also conducive to students to establish long-term learning goals and adapt to their posts quickly in practical work. The teaching of media specialty should focus on improving students' communication theory literacy, helping students integrate media practical experience and realize cognitive sublimation. Colleges and universities should scientifically and reasonably plan the proportion of communication theory courses and applied practice courses in the curriculum of media specialty. Theory and practice should not be neglected, but should interact positively.
(B) Teachers should strengthen communication as a fundamental theoretical accomplishment.
Only when media teachers have a solid communication theory, rich knowledge reserves and pay attention to the forefront of theory can they help students see the clouds and point out the maze. Under the background of advocating the integrated training mode of production, learning and research, media teachers should actively guide students to attach importance to the study of communication theory, extend relevant theoretical knowledge, stimulate students' interest in learning, and make them absorb new knowledge from existing knowledge and master new theories. At the same time, teachers should use rich classroom teaching methods and means to impart communication theory knowledge in a form that students like, consciously guide students to return to the classroom and theory, and stimulate students' interest in theoretical knowledge learning through reasonable subject setting, vivid classroom content and rich teaching forms.
(3) Students should constantly improve their soft and hard strength.
Learning a subject and major should not aim at mastering practical skills. As far as communication is concerned, practical technology is important, but the communication theory behind technology is the true meaning for students to understand, study, study and master communication. The significance of communication theory is that it can guide students to carry out communication practice and make them have the ability to judge various communication phenomena. Therefore, when studying communication major, students should establish a correct, comprehensive and scientific learning concept, deeply understand the importance of communication theory, strive to improve theoretical literacy, and become all-round talents with solid communication theory and exquisite communication technology.
Verb (abbreviation of verb) conclusion
With the continuous development of communication science, theoretical achievements are increasingly rich. Communication theory can provide useful reference and guidance in the development and utilization of information resources, the construction of information exchange system, the social changes caused by new technologies and the changes in interpersonal relationships caused by social changes, and help people understand the phenomenon of social communication and the law of media development. As far as the cultivation of media professionals is concerned, the relationship between communication theory and media practice is equivalent to the relationship between Tao and skill. Regular Tao is easy to learn, but biased Tao is useless. In the training of media talents, both theory and practice should not be neglected. Only by combining theoretical knowledge with practical ability training can we cultivate media professionals who meet the market demand.
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