The fast development of digital technology and the Internet has contributed to the spreading of new media into various fields, which has provided new platform and developmental path for the establishment of culture in colleges and universities. The development of new media has brought new opportunities for the establishment of culture in colleges and universities due to its bountiful propagation carriers, freer propagation behavior, more propagation styles, broader cul-tural horizons and more convenient sharing of resources. Meanwhile, the development of new media also poses challenge for the establishment of culture in colleges and universities. The transformation from"passive acceptance"to"positive is-sues"causes information explosion, the convenience of "mass production"and "one-key sharing"brings commercialized culture, and the features of"opening and equality"and"carnival of grass roots"strengthen the dissolution of authorities. In order to find a desirable developmental path for the establishment of culture in colleges and universities in the new media era, we should unite ideal objective with realistic demands in terms of concept, switch back from"commercialized culture"to "elite culture"in terms of content, transform from one-way cramming to multi-dimensional interactivity in terms of form, and change from closed passivity to open activity in terms of method.%数字技术、互联网的快速发展使新媒体的触角向各个领域迅速蔓延.这为大学文化建设提供了新平台与发展路径.新媒体发展对大学文化建设带来了新的机遇,它使宣传载体更丰富,传播行为更自主,传播形式更多样,文化视野更开阔,资源共享更便利.但与此同时,新媒体发展也使大学文化建设面临新的挑战:"被动接受"到"主动发布"的转变带来信息爆炸;"批量生产"与"一键转发"的便利造就文化快餐;"开放平等"与"草根狂欢"的特性加速了权威消解等.新媒体时代下大学文化建设的发展路径,应从理念上将理想目标与现实需求统一,内容上由"快消文化"向"精英文化"回归,形式上由单向灌输向多维互动发展,方法上由封闭被动向主动开放转变.
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