| Summary: | 碩士 === 玄奘大學 === 資訊傳播研究所 === 95 === The higher education of Taiwan has rapidly developed in recent decade and the society of Taiwan is facing a trend that is the national birthrate has decreased gradually. The reasons above have resulted in a strong competition in higher education of Taiwan. In addition, because of this kind of education environment, the new universities could face a very high pressure that is how to attract more students. As a result, universities have started to attach importance to the school image building. Moreover, building a good school image has becomes a very essential issue for new universities. Consequently, this research would use two new universities as the main study target and utilize the content analysis method and the depth interview to explore how the media would present the school image and the process of how the media could represent the school image.
According to the research, media prefer to use neutral valuation, local newspaper layout and the issue of school policy to represent the school image. Furthermore, as time goes by, the school image that media have represented may change and the media would represent the variety of school images at different stages. As a result, it would produce the school corpus in different steps. In the mean time, the research outcome shows, the interaction between schools and media is a kind of cooperative model and the relation is interdependent. Besides, there are three methods that media would apply to assume the school image; they are the level of news value, the experience of journalist and the standpoint of balance report. Thus, if a university realise the considering mechanism of media, it will get more concerns from media. In addition, the way that school to see media represents the negative image is maintaining the attitude of immediate disposition in order to prevent the expansion of the negative message and the flaming effect of news event.
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