| Minban colleges in Jiangxi has developed rapidly in recently, and can beconsidered as a representative in Private Higher Education field of China. The relatedresearch has made a lot of achievements, however, the use of the theoreticalframework of organizational legitimacy Minban colleges of the region there are stilllarge space. This study is based on the Wu Chong Han’s research about legitimacystrategy of Minban colleges and University, and the theory of organizationallegitimacy, and through the print media this way Minban colleges in Jiangxi for medialegitimacy specialized analysis research. With2000to2009Jiangxi Daily Minbancolleges involved in the news, reports, advertising of the information such as textanalysis as a foundation, analyzes the Minban colleges in Jiangxi the medialegitimacy characteristics, and further discusses the internal causes.The study found that Minban colleges in Jiangxi emphasis on the acquisition ofcognitive and moral legitimacy, and social reputation of trying to create a favorableimage of the organization, emphasizing the quality image of the event’s publicity andthe release of enrollment information, while the legitimacy of the availability ofresources with the school of scale were positively related. Minban colleges access tothe motives of the media legitimacy for the one hand due to their own desire for thelegality of resources and development space, the other hand, due to the environmentalrequirements of the social system. During the legitimacy manipulation, the Minbancolleges not only to take a proactive behavior by the government, social interaction toshape the image, change its view, but also according to the expectations andrequirements of institutional environment, policy, culture, social attitudes changeitself passively. Therefore, to make oneself become a be legal laws and regulations,and fulfills the social common cognitive and looking forward to the organization, inorder to gain more legitimacy and resources to expand the development space. |
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