Research on Innovative Pathways in University Education Management Under the Context of New Media

With the revolutionary advancement and widespread integration of information technology, new media forms represented by social media, mobile applications, and big data analytics are being incorporated into the entire process and every aspect of higher education management with unprecedented depth and breadth, becoming a pivotal force driving the modernization of governance systems and capabilities in higher education. Leveraging inherent characteristics such as immediacy, strong interactivity, decentralization, and massive sharing, new media technologies not only significantly expand the physical and virtual boundaries of educational management but also reshape traditional models of information dissemination, resource allocation, and interpersonal communication. Additionally, they open up new practical spaces for personalized educational services, refined process management, and implicit value guidance. However, while technology empowers, it also brings notable challenges: information overload and noise interference undermine management efficacy, content distortion and public opinion risks test emergency response capabilities, and the digital literacy gap between administrators and students may constrain innovative outcomes. This paper aims to systematically analyze the multidimensional and profound impacts of the new media environment on higher education management, objectively review the core challenges faced in current management practices across conceptual, institutional, tool, and capability dimensions, and explore innovative pathways and strategic frameworks for integrating new media elements into higher education management in alignment with digital-era requirements. The analysis is conducted from five key dimensions: strategic conceptual innovation, institutional framework restructuring, technological platform upgrades, educational model iteration, and the cultivation of stakeholder competencies.