Navigating the Quadruple Media Landscape: A Study on Guangdong Universities' Social Media Communication Strategies and Effectiveness

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Abstract

This study investigates the implementation of the "Quadruple Media" framework (Whole Process, Whole Harvest, Whole Personnel, Whole Effect) by universities in Guangdong, China, across major social media platforms (Weibo, Douyin, Little Red Book) in China. Utilizing a mixed-methods approach encompassing topic modeling (LDA), sentiment analysis, user surveys, and case studies of eight representative universities, the research evaluates the current state of content strategy, user engagement, and perceived effectiveness. Findings reveal a significant disconnect between official university content themes (e.g., admissions, campus ceremonies) and primary student concerns (e.g., dormitory conditions, facilities, employment prospects). While universities demonstrate nascent efforts in multi-platform coverage and multi-format content, challenges persist in strategic synergy, deep interaction, innovative multimedia application, and systematic impact evaluation.

Keywords

Quadruple Media

University Social Media

Content Strategy

User Engagement

Topic Modeling

Sentiment Analysis

Guangdong Universities

Funding

This paper was supported by "Research on Strengthening the Construction of All-Media Communication System in Colleges and Universities" by Guangdong Society of Higher Education.(Project No.: 23GQN61); Research on the Teaching Reform of Interdisciplinary Courses under the Training Objectives of Applied Talents: A Case Study of "New Media Data Analysis and Application" by 2024 Educational and Teaching Reform Project of Guangzhou Xinhua University (Project No.: 2024J086); Research on the Opportunities and Challenges of Changes in Students' Learning Behaviors in Private Universities under the Background of Artificial Intelligence byYouth Project of China Private Education Association (Project No.: CANQN250692).

References

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[2] Li L, 2023, Study on the evolution mechanism of university network public opinion based on LDA topic model. University of South China. DOI: 10.27234/d.cnki.gnhuu.2023.000232.

[3] Xiao H S, 2025, Who should avoid lightning in Guangdong universities. (2025-06-18)[2025-08-16].

[4] Li W, Guo H, Li K, 2025, University Media Communication and Student Engagement: The Impact of Interactive Content on Dissemination Effectiveness. Arts Studies and Criticism, 6(2): 110-118.

[5] Yu J L, 2023, Study on the application status of short videos in Guangdong universities——Taking the video accounts of 10 universities in Guangdong as an example. Cultural Innovation Comparative Research, 7(19): 72-76.

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