Exploring Innovative Paths for Overseas Publicity Work of Universities from the Perspective of Integrated Media

Shanghai Jiao Tong University — USC Institute of Cultural and Creative Industry, Shanghai 200240

Abstract

[Purpose] Integrated media communication represents one of the communication trends flourishing alongside the vigorous development of internet and new media technologies. In an integrated media environment, how Chinese universities can optimize overseas publicity work through innovative paths, construct scientific, efficient, and sustainable development strategies to enhance their international visibility and influence, and attract high-quality global student and academic resources constitutes an important topic for universities conducting overseas publicity work. [Method] By collecting literature and analyzing the characteristics of integrated media communication and the status of university overseas publicity, this paper systematically reviews the current status, characteristics, and main problems of domestic universities' overseas publicity work in the integrated media era. [Results] In the integrated media era, university overseas publicity needs to fully utilize big data and artificial intelligence technologies for precise audience analysis and content optimization. On the basis of fully considering the characteristics of integrated media communication, creating a good online community atmosphere can significantly enhance universities' international visibility and communication influence. [Conclusion] This paper proposes innovative paths for university overseas publicity work from the perspectives of constructing integrated media publicity systems, community and interactive operation, and cultural integration and soft power communication, providing references for the internationalization development of universities and the conduct of overseas publicity work.

Keywords: Digital Intelligence Era; Integrated Media; Overseas Publicity; Innovative Paths; University Management
Classification Code: G210
Document Code: A
Article ID: 1671-0134(2025)02-90-04
DOI: 10.19483/j.cnki.11-4653/n.2025.02.017
Citation Format: Wu Jiayu. Exploring innovative paths for overseas publicity work of universities from the perspective of integrated media [J]. China Media Technology, 2025, 32(2): 90-93.

Universities serve as the primary venues for cultivating and gathering higher education talent in China and constitute an important component of the nation's strategic scientific and technological strength, bearing the dual mission of talent cultivation and scientific and technological innovation. As globalization accelerates and competition in international higher education intensifies, a university's visibility and influence on the international stage have become key indicators of its comprehensive strength. Traditional overseas publicity methods can no longer meet the demands of the current complex and ever-changing international communication environment. With the rapid development of information technology, integrated media—a communication form that combines the advantages of traditional and emerging media—has garnered widespread attention and application. By integrating different media platforms, integrated media enables multi-channel information dissemination and precise audience reach, providing new opportunities for universities' overseas publicity work. Therefore, exploring innovative paths for overseas publicity work of universities from the perspective of integrated media holds significant practical and academic value, contributing to the overseas branding of Chinese universities.

1.1 Multi-Channel Efficient Communication

Integrated media breaks down the boundaries between traditional and emerging media, effectively integrating various channels such as print, television and radio broadcasting, online media, and social media to achieve multi-channel information dissemination and cover broader audience groups. This integration not only enables information to transcend different media and reach wider audiences but also makes communication more flexible and efficient. Compared with the one-way communication model of traditional media, integrated media places greater emphasis on interactivity with audiences. Through social media and mobile platforms, audiences can provide instant feedback, comment, and share information. This two-way communication mechanism not only enhances communication effectiveness but also significantly improves audience engagement and interactivity, thereby boosting communication efficiency and influence.

1.2 Targeted and Effective Communication

By integrating multiple forms of content—including text, images, audio, and video—integrated media makes information presentation more three-dimensional and vivid. Such multimedia fusion not only meets the needs of different audiences but also significantly enhances information appeal and communication effectiveness. Leveraging big data and artificial intelligence technologies, integrated media can provide personalized and precise content recommendations based on audience interests, behavioral patterns, and geographic location. This precise targeting not only helps improve information reach and effectiveness but also makes communication more targeted.

1.3 Cross-Platform and Cross-Terminal Communication

Integrated media enables cross-platform and cross-terminal content collaboration and dissemination. Whether on PCs, mobile phones, tablets, or smart TVs, information can seamlessly switch across different terminals, ensuring that audiences can receive information anytime and anywhere. Furthermore, integrated media achieves full-process integration in content production and distribution. Through an integrated content management system, news reports and information can be rapidly produced, edited, and published, forming an efficient content production chain that makes information dissemination more efficient and orderly. Integrated media relies on advanced data analysis technologies to conduct real-time monitoring and evaluation of communication effectiveness and audience behavior, thereby optimizing content and communication strategies. This data-driven decision-making mechanism not only enhances the scientific nature and accuracy of business decisions but also makes communication strategies more targeted and flexible.

2. Current Development Status of Integrated Media

In recent years, integrated media has experienced rapid development worldwide, becoming a significant trend in the field of information communication. With the swift advancement of internet technology, mobile communication technology, and big data analytics, integrated media has not only played a crucial role in news and information dissemination but has also demonstrated remarkable influence in various domains including social interaction, political communication, and entertainment culture.

2.1 Integrated Media as an Important Information Communication Channel and Method

First, integrated media enables multi-channel and cross-platform information dissemination, becoming one of the important sources of information. Compared with traditional media, integrated media not only integrates traditional carriers such as print media, television, and radio but also incorporates emerging platforms including websites, social media, and mobile applications, allowing information to transcend different media and achieve seamless dissemination. A 2016 report released by the Pew Research Center indicates that the trend of U.S. news media relying on digital platforms to interact with and disseminate information to audiences has become increasingly prominent, with at least half of American adults obtaining news content from social media, making digital platforms an important channel for news communication [1].

Second, integrated media significantly enhances the real-time nature and interactivity of information communication. Through social media and mobile applications, audiences can access the latest information instantly and participate in discussions and feedback, strengthening audience engagement and sense of participation. Nielsen's 2018 Internet Consumer Survey Report points out that real-time interaction and user-generated content (UGC) have become important means for media to attract users, as people are not only information recipients but also participants and disseminators of information [2].

Furthermore, integrated media has made notable progress in multimedia fusion and personalized content recommendation. By integrating various forms including text, images, audio, and video, integrated media makes information transmission more three-dimensional and vivid, meeting the needs of different audiences. Simultaneously, leveraging big data and AI algorithms, integrated media can deliver personalized and precise content recommendations based on audience interests, behaviors, and geographic location. Adobe's Experience Index: 2019 Digital Trends Report states that multimedia fusion and personalized recommendation have significantly improved user stickiness and engagement [3]. Finally, integrated media has demonstrated an integrated development trend in global cross-platform collaboration and content production and distribution. From PCs and mobile phones to tablets and smart TVs, information can seamlessly switch across different terminals, ensuring that audiences can receive information anytime and anywhere.

2.2 Integrated Media Enhances Information Communication Effectiveness

Integrated media relies on advanced data analysis technologies to conduct real-time monitoring and evaluation of communication effectiveness and audience behavior, thereby optimizing communication strategies. This data-driven decision-making mechanism not only enhances the scientific nature and accuracy of business decisions but also makes communication strategies more targeted and flexible. In summary, the current global development of integrated media is characterized by multi-channel communication, real-time interaction, multimedia fusion, personalized recommendation, and integrated collaboration. As technology continues to advance and applications deepen, integrated media will continue to play an important role in the field of information communication.

3. Current Status of University Overseas Publicity Platforms

3.1 English Websites

Chinese universities started their overseas publicity work relatively early. English official websites represent the earliest overseas publicity platforms that domestic universities invested in constructing, capable of providing authoritative information to overseas faculty and students regarding academic research, admissions, campus environment, and other aspects. Gu Yiqing and Yi Yonggang found through research that 97.8% of universities selected for the "Double First-Class" construction initiative have launched English websites [4], while Xu Wenjuan and colleagues propose that most "non-Double First-Class" universities have also basically established English websites with talent cultivation, scientific research, and campus environment as the main publicity content [5]. For domestic universities, English websites feature clear architecture, simple operation, and quick updates, making them one of the primary carriers for overseas communication. However, English websites also suffer from issues such as homogeneous content quality, poor translation quality, and weak interactivity, failing to meet the diverse information acquisition needs of the information era.

Currently, Chinese universities generally have English official websites that can simply, conveniently, flexibly, and efficiently transmit school information and announcements to overseas scholars and international student groups, facilitating information retrieval. Nevertheless, official English websites of domestic universities still suffer from problems such as awkward expression, poor interactivity, untimely content updates, and monotonous formats, which are detrimental to the development of publicity work and university brand building.

3.2 Social Media

The development of information and communication technologies and the daily penetration of social media have prompted domestic universities to attach importance to new communication methods. In 2008, Fudan University took the lead in opening an account on the then-American social media platform "Facebook" (originally named "Facebook," now renamed "Meta"), becoming one of the earliest innovative attempts in overseas integrated media construction by Chinese universities. Subsequently, Peking University, Tsinghua University, Shanghai Jiao Tong University, Nanjing University, and other domestic universities successively created social media accounts on "Facebook," initiating media fusion operation attempts for overseas publicity work by Chinese universities.

For domestic universities, conducting publicity construction on overseas media platforms helps showcase institutional image, expand international influence, and realize the learning, communication, dissemination, and interactive functions of university network platforms, thereby building an international university brand that centrally reflects the comprehensive strength and distinctive character of the institution with strong social identification features. By the end of 2023, 141 Chinese universities had opened accounts on overseas social media platforms, and these accounts have seen significant increases in followers, views, and plays, with published content becoming more distinctive and innovative. These universities have achieved remarkable progress in operational thinking and content generation.

4. The Necessity of Overseas Integrated Media Construction for Universities

4.1 Data-Driven Precision Communication

Data-driven approaches represent an important characteristic of integrated media construction in Chinese universities. Through big data analysis, universities can precisely identify potential international students and partner institutions. According to the 53rd Statistical Report on China's Internet Development released by the China Internet Network Information Center (CNNIC), as of December 2023, China's internet user population reached 1.092 billion, forming a massive data foundation [6]. By leveraging these data, universities can formulate more scientific publicity strategies and achieve efficient resource allocation.

4.2 Innovative and Diversified Content

Content innovation and diversification constitute another notable characteristic. Universities attract international audiences by creating high-quality content in various forms, such as online lectures, virtual campus tours, academic seminars, and interviews with international students, while also leveraging traditional Chinese culture to appeal to international audiences. For example, the English official website of Shanghai Jiao Tong University regularly publishes exquisite hand-drawn illustrations during traditional Chinese festivals and solar terms, utilizing traditional Chinese culture for "empowerment and leverage." This approach not only attracts overseas audience attention but also introduces traditional Chinese culture, campus landscapes, and student life, receiving positive feedback.

4.3 Community and Interaction in Content Communication

Community represents one of the characteristics of social media, and a good community interaction atmosphere can significantly increase brand recognition and loyalty. Many domestic universities fully consider and utilize community features to enhance publicity effectiveness when conducting overseas publicity work. For instance, Peking University's "Facebook" account adds university-culture-specific "topic" tags (also known as "hashtags," which use the # symbol to categorize similar topics; clicking on them displays all content with the same topic tag, typically used for content classification and display). For example, under the topic #Peikingers (Peking University people), content generally showcases campus life, culture, and food at Peking University, while under #PKU (Peking University), content typically displays news communications, awards, and alumni information. This approach not only facilitates users in finding content under similar topics but also concisely demonstrates the cultural characteristics of Peking University, enhancing publicity efficiency.

4.4 Communication Influence Needs Improvement

In the early stages, overseas publicity work at Chinese universities primarily relied on English official websites, with social media accounts focusing mainly on "Facebook." Compared with domestic publicity work, there remains a certain gap, and influence is relatively limited. Many universities have not attached sufficient importance to the construction of overseas social media platforms, focusing more on update frequency during account operation and management while paying insufficient attention to the operational demands of social media interactivity, immediacy, and diversity. This has resulted in generally poor performance in terms of attention, activity, and interactive communication for many accounts. The 2020 Report on the Construction of Overseas Online Communication Capacity of Chinese Universities points out that among universities with "Facebook" accounts, aside from top-tier universities with high follower counts, all suffer from problems such as low update frequency, poor content quality, low interactivity, and suboptimal user experience [7].

5. Innovative Paths for University Overseas Integrated Media Construction

In the context of integrated media, one of the innovative paths for university overseas publicity work is to construct a multi-level, multi-dimensional publicity network to maximize publicity effectiveness. Specifically, by utilizing rich displays of multimedia content (such as images, videos, audio, etc.) and implementing cross-platform collaboration, universities can enhance publicity effectiveness and elevate their international influence and appeal.

For example, Peking University's "Facebook" account publishes very rich content, which can be mainly categorized into academic achievements, campus life, news communications, academic exchanges, campus scenery, greetings, international cooperation, admissions publicity, and faculty/student interviews, basically covering all aspects of daily study and life at Peking University. Among these, content themes such as academic achievements, campus life, news communications, and academic exchanges are the most concentrated, accounting for over 60% of total posts. Additionally, Peking University's Facebook account has many highlights in its content operation strategy. For instance, targeting overseas student groups, the content includes numerous international student speech competitions, personal showcases, and experience interviews, introducing the study and life situations of international students at Peking University to followers through multiple languages including English, Korean, and Japanese, showcasing their academic achievements at the university. To transmit traditional Chinese culture, the content also includes substantial material on traditional architecture, traditional food, and written history, generally published in easily understandable and shareable image and video formats, receiving positive feedback and interaction, successfully transmitting Peking University's campus culture and the study life of Chinese universities to more overseas groups.

In summary, by utilizing rich displays of multimedia content, implementing cross-platform collaboration, and encouraging interaction and user-generated content, universities can efficiently construct a multi-level, multi-dimensional integrated media publicity network, comprehensively enhancing overseas publicity effectiveness and strengthening international influence and competitiveness.

5.1 Building a Multi-Level, Multi-Dimensional Integrated Media Publicity System

In the context of integrated media, one innovative path for university overseas publicity work is to construct a multi-level, multi-dimensional publicity network to maximize publicity effectiveness. Specifically, by utilizing rich displays of multimedia content (such as images, videos, audio, etc.) and implementing cross-platform collaboration, universities can enhance publicity effectiveness and elevate their international influence and appeal.

5.2 Community Operation and Interaction Mechanisms

Effective interaction with overseas audiences is key to enhancing university brand loyalty and obtaining positive word-of-mouth. Universities can establish and improve interaction mechanisms through various approaches, such as opening official accounts on social media platforms, regularly publishing campus news, academic achievements, and student stories, and actively interacting with audiences through replying to comments, liking, and sharing. Regularly hosting interactive activities such as online Q&A sessions, themed discussions, and cultural exchanges can also increase audience participation and identification. Additionally, establishing dedicated interaction platforms for overseas alumni to ensure close contact and communication between alumni and their alma mater is important, as positive word-of-mouth from alumni constitutes a vital asset for brand building.

Creating and maintaining a good online community atmosphere is an essential component of university brand building. Universities can publish diversified information through official social media and proprietary platforms, covering academic achievements, campus activities, student organizations, cultural life, and other aspects to demonstrate campus diversity and vitality. By publishing excellent multimedia content such as videos, images, and audio, universities can enhance audience visual and auditory experiences. Furthermore, through online themed activities, competitions, and reward mechanisms, universities can attract more user participation and increase community activity and cohesion. Actively encouraging user-generated content (UGC), such as sharing their learning experiences and campus life photos, can further enhance community authenticity and intimacy.

Through promotional activities combining online and offline approaches, establishing effective interaction mechanisms with overseas audiences, and fostering a good online community atmosphere, universities can significantly enhance their international influence and brand reputation, achieving innovation and breakthroughs in overseas publicity work.

5.3 Cultural Integration and University Soft Power Communication

In the context of integrated media, university overseas publicity work aims not only to attract international students and scholars but, more importantly, to promote Chinese culture, enhance cultural identity, and elevate university soft power by telling China's stories well through educational exchanges and international cooperation.

Integrated media technology provides universities with more innovative opportunities for educational exchange and international cooperation. Universities can utilize online platforms to promote exchange student programs, remote joint research projects, and international online classrooms. Through these initiatives, universities can not only expand the international influence of educational resources but also reduce the costs and barriers of international exchange. Specifically, universities can collaborate with renowned overseas universities to offer joint courses, invite internationally renowned professors to teach via video conferencing, or organize multi-disciplinary international remote academic seminars and workshops. Additionally, universities can showcase campus life, academic activities, and traditional cultural festivals through live streaming and recorded broadcasts, enabling potential international students and partners to more comprehensively understand and recognize the institution.

Furthermore, cultivating cultural identity is key to enhancing international students' sense of belonging to China and their host university. Integrated media technology enables universities to provide more personalized content for international students based on their cultural backgrounds and interests. Through personalized recommendation algorithms, overseas students can access Chinese cultural content related to their cultural backgrounds or interests, such as historical biographies, literary works, and film and television dramas. Universities can also create cross-cultural exchange communities through social media platforms, building platforms for interaction between international and Chinese students to promote cultural exchange and interaction, thereby strengthening their identification with Chinese culture.

Through the above paths, universities can not only promote Chinese culture globally and enhance cultural identity but also expand educational exchanges and international cooperation, elevate the soft power of Chinese universities, and establish a positive international image.

Construction of integrated media platforms at domestic universities has already commenced. Effectively strengthening the top-level design and construction of university overseas communication, mastering the laws and techniques of international communication, adapting to the overseas new media environment, creating efficient and convenient new media fusion platforms, and comprehensively enhancing the international communication effectiveness of domestic universities to disseminate China's voice and wisdom and attract young talents worldwide will become a long-term important task for the construction of overseas integrated media platforms for Chinese universities. Only by emphasizing the construction of overseas integrated media platforms, strengthening the top-level design of university overseas communication, and enhancing team building, content construction, and operational strategy building for integrated media platforms can Chinese universities' images be targeted at broader audience groups to receive positive feedback, thereby elevating the international image and influence of Chinese universities.

References

[1] Dunkle J. Tell us something we didn't know: Social media is America's favorite news source[R]. USA: Pew Research Center, 2016.
[2] Connectivity is enabling lifestyle evolution[R]. US: Nielsen Company, 2018.
[3] Experience Index: 2019 Digital Trends Report[R]. USA: Adobe & Econsultancy, 2019.
[4] Gu Yiqing, Yi Yonggang. Construction of multilingual foreign language websites in Chinese universities: Current status, problems, and countermeasures[J]. Applied Linguistics, 2019(1): 48-57.
[5] Xu Wenjuan, Su Heng, Chen Changyao. Research on the construction of Chinese universities' international image based on English official websites[J]. Journal of Higher Education Research, 2019(4): 64-72.
[6] Statistical Report on China's Internet Development[R]. Beijing: China Internet Network Information Center, 2024.
[7] Wu Kaiyun, Xu Huimin, Yu Fan. Chinese universities on Facebook[EB/OL]. (2020-01-04)[2024-10-28]. https://m.thepaper.cn/baijiahao_5418542.
[8] Gong Lihong. Integration and breakthrough: Research on university publicity work from the perspective of integrated media[J]. Jiangsu Higher Education, 2016(3): 87-89.
[9] Fang Zengquan, Qi Xuejing, Chang Jin, et al. Analysis of overseas online communication capacity of Chinese universities from the perspective of "Double First-Class" construction[J]. International Communications, 2021(5): 70-75.
[10] Ithiel de Sola Pool. Technologies of Freedom[M]. Belknap Press, 1984.
[11] 2023 Report on the Construction of Overseas Online Communication Capacity of Chinese Universities[R]. Beijing: Beijing Normal University, 2023.
[12] Fang Bin. Strategic paths for enhancing overseas news publicity of Chinese universities under the background of "Double First-Class" construction[J]. Media, 2023, 3(Upper): 86-88.
[13] Li Guanghui. Research on how integrated media enhances the effectiveness of publicity work at local universities under the "Internet Plus" environment[J]. Theoretical Observation, 2020, 4: 138-140.
[14] Surinder S. Kahai and Yu Lei. Building social capital with Facebook: Type of network, availability of other media, and social self-efficacy matter[J]. International Journal of Human-Computer Studies, 2019, 13: 113-129.
[15] Paul Capriotti & Ileana Zeler. Analysing effective social media communication in higher education institutions[J]. Humanities and Social Sciences Communications, 2023(656).

Author Bio: Wu Jiayu (1993—), female, Han ethnicity, from Changchun, Jilin, master's degree student, research interests include culture and cultural industries, brand communication, universities
(Editor: Chen Xuguan)