【作者】 陈波；

【导师】 闻曙明；

【作者基本信息】 苏州大学 ， 高等教育学， 2009， 硕士

【摘要】 高职院校形象,是指高职院校在办学过程中,经过主观努力而形成的精神面貌和行为特征的总和以及社会公众对学校的整体印象和评价。良好的高职院校形象是赢得社会肯定和信任的基础,是吸引人才和生源的重要前提,是毕业生分配就业的可靠保证,是师生产生凝聚力、向心力、认可感的重要因素,更是高职院校在竞争中取胜的“法宝”。高职院校良好的形象需要经过长期的精心塑造才能实现,而形象塑造需要通过系列的传播活动,取得公众的感知和认识,才会转化为形象。尤其是现代传播技术的发展,对高职院校的改革、建设与发展带来了深刻的影响。在高职院校处于信息化、群体化的今天,高职院校形象传播的效果直接影响着高职院校形象塑造的效果。因此,探讨传播学视野下的高职院校形象塑造是高职院校发展之必须和关键。目前,高职教育已经取得了长足的发展,为社会输送了大量的技术型应用人才,对完善国家教育层次和类型也起到了很大的作用。但是,目前高职院校的社会“认可度”仍不高,高职院校中形象塑造成功的案例尚不多,大多数高职院校仍缺乏形象塑造的意识、整体规划,以及用传播学来科学指导形象传播活动的有效行为。常州信息职业技术学院作为国家示范性高职院校建设单位之一,在扩展外延、加强内涵的基础上,对形象塑造也进行了一定的探索与实践,但仍然面临种种困惑。本文首先阐述形象、高职院校形象、高职院校形象塑造以及形象传播等重要概念,分析高职院校形象传播的意义。接下来第一章,本文简要概括了高职院校发展的现状,即近十年规模达到了高等教育的“半壁江山”,在优化高等教育结构体系、促进高等教育大众化、培养高技能人才等方面取得了一定的成就,在这个基础上,提出形象塑造及传播的必要性。第二章以典型案例分析的方法,以笔者所在单位--常州信息职业技术学院为例,从形象定位、形象设计、本位设计、尤其是形象传播的角度分享学院形象塑造尤其是形象传播的探索与实践。其中,形象传播的角度,从传播的一般规律,即:信源、信道、信息、受众、反馈的角度进行分析。在此基础上,第三章通过调查问卷,分析常州信息学院形象传播的现状,分析存在的问题。第四章针对常州信息学院形象塑造及传播存在的问题提出思考和建议。常州信息职业技术学院的案例在高职院校中具有普遍性,通过以此为例研究能够以点带面,揭示出普遍问题。同时,作为国家示范性高职院校建设单位之一,常州信息职业技术学院的案例也具有典型示范的实践意义。本文的根本目的,在于分析论述高职院校如何正确运用形象传播,有效地塑造自身形象,通过塑造自身形象,为高职“正名”,引领高职教育有序、健康发展。更多还原

【Abstract】 The image of vocational colleges is defined as higher vocational institutions in the educational process, through the efforts of the formation of subjective mental outlook and behavior characteristics of the sum and the general public on the school’s overall impression and evaluation. A good image of vocational schools is to win the recognition and trust of the foundation is to attract talent, and new students important prerequisite is a reliable guarantee for graduates of the distribution of employment, they are trying to create cohesion, centripetal force, recognized an important factor in a sense is even more the key of Vocational institutions in the competition to win .A good image of the higher vocational colleges need to go through a long-term well-shape can be achieved,and Image-building through a series of dissemination activities need to obtain the public’s perception and understanding will translate into the image. In particular, the development of modern communication technology, the reform of higher vocational colleges, construction and development has brought a profound impact. In information technology in higher vocational colleges, groups of today, the image of vocational schools directly affects the spread of the effect of shaping the image of the effect of higher vocational colleges. Therefore, to explore the Communication from the Perspective of shaping the image of vocational schools of higher vocational institutions to develop necessary and critical.Currently, vocational education has made great development for the society with a large number of applications of technology professionals on perfecting the national level and type of education also played a significant role. However, the current social recognition of higher vocational colleges is not high, higher vocational colleges in the image-building success stories little, Most vocational schools still lack the awareness of image-building, the overall planning, and dissemination of learning to use the image of science communication activities to guide effective actions. Changzhou College of Information Technology in Higher Vocational Schools as a national model building of one of the units, in the expansion of outreach to strengthen the content, based on the right image-building also carried a certain amount of exploration and practice, but still faced confusion.This article first set out the image, the image of higher vocational colleges, vocational schools as well as the image of the spread of image-building and other important concepts, analyze the image of higher vocational colleges spread of meaning. The next chapter, a brief summary of the status of the development of higher vocational colleges, on this basis, it puts forward the need for image-building and dissemination.Chapter II the typical case analysis approach to the unit where the author - Changzhou Institute of Information Technology, for example, from the image orientation, image design, based designs, especially the image of the spread of image-building point of view to share college, especially the image of the spread of Exploration and practice. Among them, the image of the spread of point of view, from the analysis of the spread of the general law, namely: source, channel, information, audience feedback.Chapter III of the questionnaire from the point of view of Changzhou Institute of Information Communication status of the image analysis problems. The fourth chapter in Changzhou Institute of image-building and dissemination of information on the problems existing in thinking and recommendations.Changzhou Institute of Information Technology Vocational College in the case of the universal, as, for example through research can point to area, revealed widespread problems. At the same time, as a national model construction unit Vocational College, one of Changzhou Institute of Information Technology is also a typical example the case of practical significance.The fundamental purpose of this paper is to analyze discusses how to apply the image of higher vocational colleges spread effectively shape their own image, by shaping their own image, to lead the vocational education and orderly and healthy development.更多还原