An Analysis Of The Construction Of Media Images In Colleges And Universities And Its Strategies

In the history of development of human society, image has never been so important and valuable as it is today. People need to have a perfect personal image in the interpersonal communication; enterprises in market competition need to shape valuable corporate image; government needs to build populist pragmatic government image in the policy management; countries need to set up their international image for their own interests in participating global competition. It can be said, human society has entered an era of winning through image. In fact,"judge a book by its cover" has long tradition, and it is more obviously at present society.Along with the deepening of our country’s higher education reform and development, it is inevitable for university to participate the fierce market competition. As social organization, university attracts much attention from social public and mass media. Its image is vital for the survival and development of university, even higher education and the whole society. How to build a good image for university, especially through mass media, is an important topic for the current management in university.Image research in colleges and universities has become many scholars’research object, which includes:putting the corporate identity system (CIS-Corporate Identity System) into the university’s image shaping and communication; using the theory of public relation to study university image; analyzing the application and impact in the process of image building. Besides, there is some scholars study university’s image of main behavior body, such as headmaster image, student image and so on. All these researches are very meaningful and also have made some achievements, but overall they still stay at initial stage. As for university’s media image, it is short of systematic and targeted research on the role of mass media about function, measurement, composition and relation analysis. Therefore, this article attempts to use theory of communication relation, mass media, especially under the background of new media, to elaborate various elements of university image construction, to sum up principles and strategies in building media image for university. This thesis is divided into the following four parts:The first part includes two chapters. In the first introduction chapter it introduces the reason for selecting this topic, the status of image research in university both at home and abroad, the thesis’research framework, methods and its significance. The second chapter involves interpretation of the related concept and sorting out relationships and functions among these related concepts.The second part is the main part of the thesis, which includes chapter three and chapter four, mainly analyzes the performance and content analysis of university’s media image, discusses in detail the mass media’s influence and function in building a good image for university and finally analyzes these related reasons.The third part is a summary of the thesis, which proposes the general principles and coping strategies for media image construction according to the previous research content when university faces image crisis.The fourth part is the conclusion to the thesis, which gives comprehensive summary and reflection and puts forward new requirements and general goals for the research direction in the future.Through the study of various problems during university image construction under the background of mass media, this thesis sums up university media image construction is a complicated system calling for the joint efforts from university.mass media and social public. At the same time, this thesis expounds the importance of mass media for university image construction, puts forward prevention and strategy when university faces image crisis, and finally makes meaningful exploration for the application of mass communication and public relation theory and deepening corporate identification system and crisis management theory.