我国高校形象传播研究

发布时间：2019-01-16 07:59

【摘要】：当今我国高等教育由国家、市场和高校三方共同协调发展过程中的各种关系和资源分配,高校和企业等其他经济组织一样,良好的形象在争取办学资源、提升竞争力中不可或缺。由此看来,高校形象对其自身的发展起着关键的作用,因此,论文将对高校形象的传播问题进行研究。本文首先对研究对象、研究主体进行界定,并概括出高校形象具有增强师生凝聚力、提升个性彰显力和增强发展竞争力等功能。然后借助传播学“5W”理论对高校形象传播主体、内容、载体、受众以及效果五大方面进行分类研究和探讨。接着通过调查问卷的方式了解社会大众对高校形象的认知程度。从中可知,目前大多数的社会公众认为目前我国的高校形象特色不明显、缺乏个性；同时他们认为教学水平、毕业生质量和师资力量等是影响高校形象的主要因素。接着进一步分析目前中国高校形象传播过程中存在着重硬件环境建设而轻软环境培育、与外界媒体沟通不足、形象传播缺乏连续性、形象设计与传播缺乏特色、形象危机管理不足等七个方面的问题。最后提出高校形象传播的三大策略：发挥高校领导、教师、在校学生、杰出校友等方面的作用实现良好的人际传播；通过培育浓厚校园文化、加强与各种社会组织联系、协调好社会公共关系和提高危机处理能力等方面实现高效的组织传播；通过办好校内媒体、积极利用校外媒体、提高新闻策划能力等方面提高大众传播的效果。论文还以华中科技大学、复旦大学和中南大学三所高校在形象传播过程中的具体做法为例,深入论述以传播为手段塑造和建设高校形象工程的途径和方法。论文的末尾还就本文的研究不足方面作出了交待,为广大的读者和学者作进一步学习提供方向。
[Abstract]:Nowadays, China's higher education is coordinated by the state, the market and universities in the process of coordinated development of various relationships and resources. Like other economic organizations, such as universities and enterprises, a good image is striving for the resources of running a school. Enhancing competitiveness is indispensable. In view of this, university image plays a key role in its own development, therefore, the paper will study the dissemination of university image. Firstly, this paper defines the object of study and the main body of the study, and generalizes that the image of university has the functions of enhancing the cohesion of teachers and students, enhancing the individual ability and enhancing the competitiveness of development and so on. Then, by means of the theory of "5W" of communication, the author studies and discusses the main body, content, carrier, audience and effect of image communication in colleges and universities. Then through the way of questionnaire to understand the public's cognition of the image of colleges and universities. It can be seen that at present most of the public think that the image characteristics of colleges and universities in our country are not obvious and lack of personality. At the same time, they think that the teaching level, the quality of graduates and the strength of teachers are the main factors that affect the image of colleges and universities. Then it further analyzes that in the process of image communication in Chinese colleges and universities, there is a lack of emphasis on the construction of hardware environment rather than soft environment, insufficient communication with external media, lack of continuity in image communication, and lack of characteristics in image design and communication. Image crisis management and other seven aspects of the problem. Finally, three strategies of image communication in colleges and universities are put forward: giving full play to the role of university leaders, teachers, students, outstanding alumni, and so on to achieve good interpersonal communication; Through cultivating strong campus culture, strengthening contact with various social organizations, coordinating social public relations and improving the ability of crisis management to achieve efficient organizational communication; The effect of mass communication can be improved by running the internal media, actively utilizing the media outside the school, and improving the ability of news planning. Taking Huazhong University of Science and Technology, Fudan University and Central South University as examples, the paper discusses the ways and methods of shaping and constructing the image of university by means of communication. At the end of the paper, the author also gives an explanation of the insufficiency of this paper, which provides a direction for readers and scholars to study further.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G649.2

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