Study on Communication Development of University Journals in the Context of Media Convergence

Digital media has gradually approximated to maturity after years of development. Meanwhile, the world has embarked on an era of media convergence, leading to a reform of media convergence and development in academic journals. Among such journals, university journals which show teaching and scientific research achievements, boost disciplinary construction and make academic communication count in conventional media communication. Whereas, university journals are confronted with such problems as highlighting institutional structure challenge, lack of communication channels and unsatisfactory communication effects in the wake of multimedia convergence. Therefore, university journals are advised to accelerate institutional reform, enhance training on editors, improve publicity and marketing strategies, reform multimedia convergence and boost communication to accommodate development of the new era.