本文選題：大學(xué)形象 + 大學(xué)媒介形象��； 參考：《陜西師范大學(xué)》2013年碩士論文

【摘要】：進(jìn)入21世紀(jì)以來,我國(guó)的高等教育進(jìn)入全面擴(kuò)招階段。由于高校和社會(huì)的發(fā)展出現(xiàn)不平衡,就業(yè)壓力的增大,教育質(zhì)量下降,人才培養(yǎng)條件落后等問題引起了全社會(huì)的普遍關(guān)注。大眾傳媒的發(fā)展使得以前總是被忽視的校園暴力、學(xué)生自殺、學(xué)術(shù)不端等負(fù)面事件一躍成為公眾關(guān)注的焦點(diǎn)并且時(shí)常處于輿論的漩渦當(dāng)中。大學(xué)校園危機(jī)事件的發(fā)生總是有著各種原因比如,設(shè)施的落后、服務(wù)管理的疏漏等。久而久之,大學(xué)的形象已經(jīng)在人們的心目中逐漸的弱化,她早已不再是人們心神向往的象牙塔,大學(xué)在公眾心目中的“凈土”形象逐漸弱化。受損的大學(xué)形象,使得學(xué)校的管理者意識(shí)到,面對(duì)日益激烈的市場(chǎng)競(jìng)爭(zhēng),面對(duì)社會(huì)對(duì)大學(xué)的更高標(biāo)準(zhǔn)和期待,如何充分利用新媒體,重塑一個(gè)富有影響力、感召力和吸引力的大學(xué)媒介形象已成為他們必須重視的課題。 本文是建立在理論分析的基礎(chǔ)上,以大學(xué)媒介形象為研究對(duì)象,對(duì)其基本概念以及構(gòu)成理論進(jìn)行了綜合闡述,深入探討大學(xué)媒介形象的成因以及建構(gòu)過程,并通過一具體的實(shí)例來分析危機(jī)事件發(fā)生的過程中社會(huì)以及學(xué)校的各群體對(duì)學(xué)校的評(píng)價(jià)以及事件本身對(duì)大學(xué)媒介形象帶來的的沖擊。通過這一實(shí)例將理論與實(shí)踐相結(jié)合,為信息化的當(dāng)今時(shí)代,大學(xué)媒介形象的建構(gòu)與重塑提供可行性的建議與策略。 第一部分,緒論,從選題依據(jù)、研究意義入手,闡述了國(guó)內(nèi)外,尤其是國(guó)內(nèi)有關(guān)我國(guó)大學(xué)媒介形象研究現(xiàn)狀,介紹了本論文的研究方法,為本文的寫作打好堅(jiān)實(shí)的基礎(chǔ)。 第二部分,界定了大學(xué)媒介形象的相關(guān)概念以及塑造大學(xué)媒介形象的相關(guān)理論。以“形象”為邏輯起點(diǎn)分別闡述了“形象”“媒介形象”“大學(xué)形象”之間的關(guān)系,為大學(xué)媒介形象的界定提供相關(guān)的依據(jù)；通過對(duì)擬態(tài)環(huán)境理論、刻板成見理論、以及形象修復(fù)理論的分析和闡述,為大學(xué)媒介形象的構(gòu)建和重塑提供相應(yīng)的理論依據(jù)和支撐。 第三部分,分析了高校危機(jī)的定義內(nèi)涵以及特點(diǎn)。突發(fā)性的危機(jī)事件無疑是對(duì)大學(xué)媒介形象的有力沖擊,探究大學(xué)媒介形象和危機(jī)事件之間的傳播學(xué)關(guān)系,以及大學(xué)媒介形象、大學(xué)形象以及人之間的互動(dòng)關(guān)系。 第四部分,對(duì)北大“夢(mèng)桃源”事件進(jìn)行案例分析。分別闡述了在危機(jī)爆發(fā)的誘發(fā)期、發(fā)展期和恢復(fù)期北京大學(xué)為應(yīng)對(duì)危機(jī)事件而分別采取的措施,以及采取措施后的得與失。搜集了危機(jī)事件后相關(guān)媒體對(duì)于北大教師形象、學(xué)生形象,以及北大自身形象的評(píng)價(jià),進(jìn)一步這證實(shí)了危機(jī)事件對(duì)于大學(xué)媒介形象的巨大沖擊力,為大學(xué)媒介形象的重塑提供實(shí)例借鑒。 第五部分,總結(jié)了高校的管理者在危機(jī)處理過程中的得與失,重點(diǎn)分析了如何應(yīng)對(duì)危機(jī)化解負(fù)面影響,保持心理上和行為上的平衡,如何重塑大學(xué)媒介形象,并提出具體的策略。
[Abstract]:Since entering the 21st century , our country ' s higher education has entered a comprehensive expansion stage . Due to the imbalance of the development of the university and society , the increase of the employment pressure , the decline of education quality and the backwardness of personnel training condition , the image of university campus has become the focus of public concern and often in the vortex of public opinion .

On the basis of theoretical analysis , this paper makes a comprehensive exposition of its basic concept and composition theory based on the image of university media , deeply probes into the causes and construction process of university media image , and analyzes the impact of various groups of society and school on the university media image in the process of analyzing crisis events through a concrete example .

The first part , the introduction , from the choice of topic basis , the research significance , elaborated the domestic and foreign , especially the domestic relevant university media image research present situation , introduced the research method of this paper , provides a solid foundation for the writing of this article .

The second part defines the concept of university media image and the relevant theories of shaping university media image . The relationship between " image " and " university image " is elaborated by " image " as the logical starting point , which provides the basis for the definition of university media image ;
Based on the analysis and elaboration of the theory of the proposed environment , the theory of stereotypes and the theory of image restoration , the paper provides theoretical basis and support for the construction and reconstruction of university media image .

In the third part , the definition and characteristics of the crisis in colleges and universities are analyzed . The sudden crisis events are undoubtedly a powerful shock to the image of university media , inquiry into the communication relationship between university media image and crisis events , as well as university media image , university image and human interaction .

In the fourth part , we analyze the case of Beida ' s " Dream Peach Source " . The measures taken by Peking University to deal with the crisis in the induction period , the development period and the recovery period of the crisis are expounded respectively , and the gains and losses after taking the measures are expounded . After collecting the relevant media after the crisis , the paper further confirms the great impact of the crisis events on the image of the university media , and provides an example for the reconstruction of the university media image .

The fifth part summarizes the gains and losses of managers in the process of crisis management , analyzes how to deal with the negative effects of the crisis , maintains the balance of psychological and behavior , and how to reconstruct the image of university media and put forward concrete strategies .
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G206;G645.5

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