A Study Of China's University Image On Newspaper

University image is an overall evaluation and impression that people hold on universities. For survey the university image in newspaper, in this study, we sample South Weekend Guang Ming Daily from newspaper which adopt"composite month""entire sampling"methods of sampling. The survey totally obtain 1273 article which according with the require. and then, the survey count about the date, the heading, the type of article, the space of whole page, the length, who is discussing, who discusses, attitude of comment, what are they talking about etc. data of article. Finally, the article obtain the corresponding evalution by its important degree which according to the type of the article, the space of whole page, the length, who is discussing, such 4 projects. the space of whole page, the length, who is discussing, such 4 projects. A survey designed to evaluate the score point the highest 10 and the lowest 10 item, the proportions of the university image which constitution of four parts(spirit factor, faculty factor, student factor and environment factor) ,compared with the commentary manner's similarities and differences to university image. It adopt semantic differential scale to score the commentary manner. After the statistical analysis, it shows that the survey from the newspaper have different form the university person. It calls outside form the newspaper and calls inside from the university person. the conclusion from the university person's investigation, it has 7 items correlate with the scientific research work directly, it shows that the importance of scientific research identify with the university person. But the investigation form the newspaper shows that the student factor and the faculty factor which consist university image is very high, it occupied nearly 76% of the four factor evaluations. The article's attitude to the university image which in South Weekend and Guang Ming Daily have tremendous difference. The image of universities is presented in a negative way in South Weekend, in a positive way in Guang Ming Daily on the average.