Research on Theoretical and Practical Innovation in Higher Education Management in the New Media Era

The advancement of information technology has profoundly transformed how information is disseminated and accessed in society. Unlike traditional media such as newspapers, radio, and television, new media—delivered through the internet, mobile communication networks, and smart devices—have emerged as a pivotal form of communication. As institutions dedicated to nurturing talent, universities must adapt their management models to this evolving media landscape. While new media opens new possibilities for faculty-student interaction and information sharing, it also challenges traditional university management mechanisms. Therefore, this paper explores practical innovations in university educational management within the new media environment, aiming to provide insights for enhancing university administration's contemporary relevance and effectiveness.