The Construction And Dissemination Of School Image By Network

In order to find out what content and what symbols a school’s Wechat Official Account has used to construct and disseminate its image,what type of image it has constructed and disseminated,and what result it has achieved,the author of this essay applies the case study method,the content analysis method,the interview method and the questionnaire method to her research and takes the Wechat Official Account of Shanghai S school as the research object.She selects 392 articles which were released in a complete period and related to the school image as the research samples and encodes and counts the numbers of the indexes such as the types of the samples,the titles,the forms,the numbers of readers,the numbers of likes and the numbers of reading.Based on Owen Goffman’s Dramaturgical Theory,the author analyzes the data and the texts of the samples from five aspects of the school image: the hardware facilities,the teaching staff,the student fostering,the campus culture and the school’s interaction with the society.Furthermore,77 articles with comparatively larger popularity are taken as research samples to analyze the symbolic significance of such symbols as words,pictures and videos and to sort out the school image presented on the “stage”--the Wechat Official Account.Then,the "backstage" of Wechat Official Account is investigated realistically from three aspects: "the script management","the stage setting" and "the crew maintenance".The readers of Wechat Official Account are surveyed by using questionnaires to help understand the operating system and the practical effect of Wechat Official Account in constructing and disseminating the school image.Finally,the problems in the network construction and dissemination of the school image are discussed.It has been found that both the school authorities of the compulsory education stage and the readers of the Wechat Official Account are unaware of the importance of the construction and dissemination of the school image.There are problems such as the lack of the school supervision,the limitation of the operating level and the monotony of the school image.Therefore,the author proposes "Agenda setting",that is,to combine the characteristics of the school’s own image with the means of media platform propagation and the traits of the audience and to optimize the presentation of school image on the media platform by doing the following four things: changing the way of presenting the school’s performance,extending the boundaries of "the stage",breaking the restriction of "the backstage" and strengthening the construction of the "crew",thus eventually to promote the network construction and dissemination of the school image and to win the readers’ recognition on the value of the school image.