Research the impact of new media on university administration

Abstract

With the rapid development of digital technology, new media has become an essential tool in various sectors, including education. Universities increasingly rely on new media platforms to enhance administrative efficiency, communication, and engagement. The integration of new media into university administration presents both opportunities and challenges, making it a relevant and timely research topic. Understanding the impact of new media on university governance helps institutions optimize their management strategies and improve overall efficiency. The primary objective of this research is to analyze how new media influences the administrative processes of Yantai Nanshan University. The study aims to assess the benefits and challenges associated with adopting new media in university administration and propose recommendations for improving its effectiveness. The object of this study is Yantai Nanshan University, with a focus on its administrative structure and digital transformation from 2021 to 2024. The subject of this research is the role and impact of new media in university administration, specifically examining its influence on decision-making, internal communication, student engagement, and overall management efficiency.