Research On The Image And Improvement Of Colleges And Universities Teachers From The Perspective Of The News Media Coverage

It is very crucial for the students,the teachers themselves,the school and even the whole education and society to have a good image.Since entering the new century,the social status and image of colleges and university teachers which is subject to various factors have a tendency to decline.Especially in recent years,the development of the news media has greatly influenced the image of teachers in colleges and universities on social status and public opinion environment,at the same time it has changed the teachers' own value judgment.The development of the news media can not be ignored for the long-term development of the education in China.This study starts with finding the report of university teachers' image in the People' Daily,China Education Newspaper and the Southern Metropolis Daily and the detailed analysis of different types of newspaper reports the characteristics of university teachers' image,aiming at understanding the condition of current media coverage of the university teachers' image.Through the data analysis of the People' Daily,China Education Newspaper and the Southern Metropolis Daily in nearly three years,the author found that the news media on university teachers' image of the negative reports basic embodied in several aspects: academic plagiarism,the economic corruption,academic fraud and bad style of life etc.Investigating its reasons,one is the behavior of individual teachers in colleges and universities do have shortcomings.The second is the changes of the social environment cause the changes in the public ideology.“Ugliness” and “snooping” psychology of the general public has become the dominant.They pay more attention to the teachers' negative behaviors.Third,with the development of market economy,media types,media competition and media utilitarian began to emerge.In order to seek their own development,meet the demand of audience and obtain maximum benefits,different types of media report more negative news of colleges and universities teachers,getting higher amount of reading.In order to change the state of the news media coverage of the negative image of teachers in colleges and universities,the author has three suggestions.First of all,the colleges and universities teachers should correct their own words and deeds and with media image as alert,they should perfect their own behaviors,consciously improve their media literacy and set up the critical awareness of the press.Secondly,the public should correctly deal with the social changes and avoid the impact of stereotypes and should be in view of the development of colleges and universities teachers' image and rationally treat the inadequacies of the colleges and universities teachers.They also should improve their media literacy so that they have the dialectical view of the media reports.Finally,the news media should enhance the social sense of responsibility and can reflect the overall image of colleges and universities teachers group fully,truly and honestly.