University Image Structure and Presumptions for Its Formation  

Oleh:

Druteikiene, Greta

Jenis: Article from Proceeding
Dalam koleksi: The International Symposium on Social Sciences (TISSS) and Hong Kong International Conference on Education, Psychology and Society (HKICEPS) at Hongkong, December 2013, page 211-217.
Topik: university image; higher education; communication
Fulltext: Hong Kong-Conference 28.pdf (306.01KB)

Isi artikel

The article deals with the discussion of the main components of the university image and its creation principles. In particular, we would like to point out that it is impossible to avoid the effect of the image which is formed at the initial contact with a university. However, in some cases the effect is formed due to the university’s active control and in other cases spontaneously. In the latter case, the result is usually completely unpredictable because without having any information about a university, a person can create his/her own subconscious subjective impression of the university as conservative or modern, reliable or unreliable, open or closed. It is very difficult to create a university image favourable for all audiences, because usually an organisation is in contact with various groups of society, whose assessment criteria and value systems are different, sometimes even contrasting. Formation of a favourable university image depends not only on a clear understanding of what the image is, what it can be and how it can manifest, but also on the understanding of its structure. Image formation is a certain level of intervention into the socio-cultural reality of an individual in order to change his behaviour and attitudes in respect of the organization.

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