A Study On The Image Of Contemporary Chinese Private University

China's private or private education tradition has a long history,the earliest can be traced back to the pre-Qin Dynasty philosophers 100 lectures.After the development of thousands of private schools and academies,private education reached its peak in the period of the Republic of China,and appeared a number of private universities under the modern education standard,becoming the main force of modern Chinese higher education.After the founding of new China in 1949,higher education publicized,private,private education completely quit.Until the reform and opening up,with the school class and level of increasingly diversified,private universities were able to again from scratch,from weak to strong,in the school size,the number of students,the quality of school and social influence has made remarkable The achievement.However,the private colleges and universities in the major development at the same time,its own problems also led to the community on the private colleges of different views,the general public recognition of private education is not high.And the British and American countries,the visibility of private universities,reputation generally higher than the phenomenon of public universities,private universities in China and the whole private education has not yet establish a considerable social image.On the one hand,private universities are often not favored by the mass media,the existence of various problems are often reported in the newspapers,and its survival and development needs and wonderful are often ignored and indifferent to the media.In the media society,"media image" is an important bridge to understand the outside world,channels and reference.The public lives in the media information environment,the mass media as an important tool for understanding society.The content and perspective of the mass media coverage of private universities will have a crucial impact on the public's formation of a fixed cognitive framework.Therefore,the study of the construction of the media image will provide an effective perspective for the study of the history and current situation of the Chinese private universities,so as to analyze the "reality","media" and "cognitive results" in the image construction of private universities The relationship between.At the same time,the paper discusses how private universities themselves fully understand the importance of the construction of media image,consciously use the traditional media and new media,especially the new social media to improve the public impression,and promote the social awareness of private colleges through brand communication strategy The degree of reality.In the introduction of this paper,the existing research literature has been sorted out.Literature review from four aspects,namely: the status quo of private universities;university media image;stereotypes and image construction issues;university brand communication strategy research.In the first chapter,through the analysis of the traditional way of ancient Chinese private education,the formation and development of modern Chinese private universities and the historical analysis of the rise and transformation of contemporary Chinese private education since the reform and opening up,the history of private education and / or private education Dissemination of the problem in order to establish the contemporary Chinese private university image construction and brand strategy research historical correlation and logical association.The second chapter discusses the current situation and problems of private universities from the general level of social development and seeks to establish the foundation for future discussions.This chapter discusses the changes in the living environment of private universities,as well as the reality of the short board,such as lack of funds,lack of talent,lack of students and so on.These problems led to the media frequent exposure,a negative media image of the real reasons.At the same time,private universities in the school concept of some of the missing,especially the lack of brand awareness,private universities become a deep problem.The third chapter tries to discuss how the mass media can reproduce the reality of the private universities and the tendency of the reports from the "reality-media-cognition",and discuss the media image of the private universities from the news production mechanism.Mainstream media coverage of private universities by the political policy level,and for private universities reported content and issues are clearly biased in favor Fof negative and negative,and with the public university reports contrast.Private university's "bad news" could be understood by the framework analysis The case study specifically analysis of private universities how to become the media "bad news",or even "scandal."Chapter 4,disccuss the positive media public relations and self image show.Discussed in the new media and media integration environment.How to take the initiative to the mainstream media "marketing" their own positive image,how to use self-image from the media presented.The whole chapter to Wuhan Institute of Media practice to do a case discussion.Chapter 5: Brand Construction Strategy of Private University.From the mediapublicity and brand communication relationship,to discuss how private universities to implement brand strategy,build a good social image.Media image,brand strategy related to the Chinese private universities tomorrow.Private universities must adhere to the image of the outer tree,the strength of the principle of cohesion,it is necessary to do a good job teaching and educating the work,but also pay attention to positive media public relations,attention to rely on the mass media to do social propaganda.Enhance the strength and optimize the image is essentially mutual promotion,complement each other two things.In the atmosphere of contemporary society,which emphasizes the philosophy of "inter-subjectivity",the image and brand building of private universities depend on the interaction with its clients-students and society in the social media to provide convenient and interactive technical conditions.,Depending on its benign interaction with the media.