Upholding Tradition and Innovating: The Role of the Converged Media Center in Empowering University Online Cultural Ecology Construction

A Practical Case Study from the School of Geoscience and Technology

Abstract

The Converged Media Center of the School of Geoscience and Technology, Southwest Petroleum University, takes "upholding the banner, gathering public opinion, nurturing talents, promoting culture, and showcasing image" as its core mission. Centering on the main line of "vigorously implementing the new-era project of fostering virtue through education and comprehensively enhancing the leading power of ideological and political work", it has innovatively constructed a three-dimensional online education model of "ideological and political education + media + major". Through operating new media platforms such as the "Xiyou Dike" WeChat official account and video account, the center integrates socialist core values into online cultural construction, creating a diversified content matrix covering ideological and political education, academic communication, cultural inheritance, and employment services. In the past two years, it has published 1,299 articles with a total readership exceeding 600,000, and produced a series of high-quality columns such as "Ideological and Political Courses on the Move". This practice has effectively addressed the pain points of "single form and insufficient guidance" in university online ideological and political education, providing a replicable practical sample for integrating socialist core values into the university online cultural ecology.