Principles and Practices of Network Advertising

Author: Chao Naipeng, Du Junfei (editors)
Publisher:
Publish Date: 2005-08-01
Features: Network communication teaching plays a very important role in today's journalism and communication teaching. The network is essentially a medium, and its impact on society is first on the communication industry. Journalism and communication education, which is at the intersection of journalism and communication and educational communication, is particularly vulnerable. The network has brought brand-new teaching methods to journalism and communication education, causing major changes in learning content and methods. The modern education system established by the printing press is undergoing a profound transformation. It is particularly important that the network not only extends the time and space of human communication but also may change many traditional communication concepts and transform traditional media such as newspapers, radio, and television. Understanding and adapting to these changes is a major responsibility for future communication scholars. Therefore, cultivating communication talents with a background in network communication and basic skills is an urgent task. The importance of network communication teaching will become increasingly prominent with the development of the times. However, conducting network communication teaching is not without difficulties. One of the main reasons is the lack of good textbooks. The network arrived too quickly, leaving people unprepared; the network is constantly evolving, changing too rapidly, making it hard to keep up. In this situation, some existing textbooks are either lagging in concept or showing obvious limitations in content. Therefore, scholars from six universities decided to pool their efforts and tackle the challenge head-on, compiling a more scientific and systematic "University Journalism Major Network Communication Textbook." When this news spread, teachers from Tsinghua University, Shanghai Jiao Tong University, and Shanghai International Studies University joined the textbook writing team, and the team continued to grow.