Wang Yitao. THE POSITIVE ORGANIZATIONAL IMAGE OF THE EDUCATIONAL INSTITUTION FROM THE PERSPECTIVES OF DIFFERENT RESPONDENTS

UDC 371

Wang Yitao

EI “Yanka Kupala State University of Grodno”

Scientific supervisor – A.V. Chekina, PhD, Head of the Department of Pedagogy and Psychology of Childhood, Yanka Kupala State University of Grodno

THE POSITIVE ORGANIZATIONAL IMAGE OF THE EDUCATIONAL INSTITUTION FROM THE PERSPECTIVES OF DIFFERENT RESPONDENTS

With the development of man and society, the concept “image” is expanding beyond the original narrow environment to a wide range of fields including nature, society and human thinking. Professor Ye Lan mentioned in the “Introduction to education” that “image is the overall impression of something that people form in the brain through various sensory organs such as vision, hearing, touch and taste” [2]. Therefore, image is the subjective reflection of objective things, and all objective things have images. Whether individual, natural body, or social body has its image. Educational institutions are no exception.

Any educational institution has its own image. The image of educational institution is the impression that education itself, educational behavior, educational activities and their achievements remain in the hearts of the public inside and outside it. That is, the whole view and evaluation of an educational institution, the whole set of requirements and standards. Wang Yingming points out that teachers are one of the representatives of educational institutions, and their words and deeds play a direct role in promoting students’ physical and mental health growth and innovative learning. Therefore, the objects that are concerned by the public and can affect the social population are called the image of educational institutions [1].

In order to better study the views of people in different circles on the positive image of educational institutions, we launched an online questionnaire and selected 132 representative participants of different types for data collection. The data survey was launched on April 9, 2021, with a deadline of April 19, 2021, for 10 days. We summarized the collected data in Table 1.

Table 1 – The views of respondents on the positive image of the educational institution

The groups involved in the survey included four groups: students, employees of institutions, enterprise personnel and education managers. In their eyes, the positive image of educational institutions includes excellent teaching staff, environmental facilities of educational institutions, the honours and awards received by educational institutions over the years, teaching results of educational institutions, advertising and publicity of educational institutions, students’ love degree, etc. Respondents can choose one or more answers according to their own wishes.

From the overall data, the vast majority of respondents believe that excellent teachers and students’ love degree can best represent the positive educational image of an educational institution. The main reason is that the fundamental purpose of educational institutions is to teach and educate people and is the best place for students to achieve self-development. The level of teachers in educational institutions is the backbone of brand image construction. Excellent teachers need to have higher knowledge theory and practical ability and set a good example of teachers’ ethics in front of students. As the choice of educational institutions, their personal wishes and preferences are very important, among which a good team of teachers is the greatest motivation to meet the students’ desire to choose. With a certain degree of students’ love and high quality teachers, the reputation of educational institutions has been improved, which is the role of positive educational image in educational institutions.

Table 2 is the recognition of the positive educational image of different educational institutions by different industry groups according to the survey data. The numbers 1 to 6 in the table are in line with the positive ranking of the educational image of educational institutions in their hearts.

Table 2 – The recognition of the positive educational image of educational institutions by different groups of respondents

First of all, we can see that the students’ affection degree is more representative of the educational image of educational institutions in the student group. Students choose educational institutions mostly from a personal point of view. Whether the teaching mode, teacher level, environmental facilities and so on of an educational institution are what students like is particularly important from the perspective of students. In general, the primary task of educational institutions to meet students’ educational needs is to take student satisfaction as a reference standard.

Secondly, from the perspective of enterprise, as enterprise personnel, the idea of enterprise will be applied to the image selection of educational institutions. For example, teacher resources are equivalent to internal resource allocation and talent in enterprise management, which is the most important for the image of enterprises. In addition, enterprises in the maintenance of their own good image will also take advertising and marketing means. Enterprises through publicity to expand their own traffic, in this way to enhance their visibility. This is also the fundamental reason why corporate personnel put advertising in the front position when judging the educational image representative of educational institutions.

Moreover, in the eyes of the public institutions, the teaching results and honours of educational institutions are more important and representative. This is because the public institutions include public servants, medical workers, government workers and so on, their organizational environment has a high stability and foundation. The teaching results and honours of educational institutions are visible achievements, more persuasive than superficial infrastructure and human resources. Therefore, in the choice of educational image of educational institutions, the population of institutions will be more inclined to choose the teaching results of educational institutions.

Finally, as educational managers closely related to educational institutions, the educational level and enrollment rate of educational institutions are the most important part. Unlike other groups in the market, the working environment of educational managers is either in educational institutions or above educational institutions. Therefore, from the management level, educational managers pay more attention to the teaching level of teachers and the general evaluation of students. These two positive image representatives of educational institutions with the highest public support are the inherent conditions to maintain the image and reputation of educational institutions.

Bibliographic list

1. Wang Yingming. Building the Image of Teachers. – China: Beijing, 2012 .
2. Ye Lan. Introduction to Education. – China: People’s Education Press, 2006.