Management Theory and Studies for Rural Business and Infrastructure Development, Volume 27

The image discourse formation of higher educational institutions in Lithuanian media

Birutė Alborovienė, Giedrė Garnienė

Abstract

The increasing graduates‘departure to study abroad strengthens the competition among educational institutions in Lithuania; thus an important role falls on the media that forms the image concerning university and non-university institutions.
The aim of the article is to reveal typical aspects related to the image discourse formation of Lithuanian higher educational institutions in Lithuanian media. In order to achieve this there were set the following objectives: to reveal theoretic aspects related to the image formation of higher educational institutions; to formulate the research methodology for the image discourse of
higher educational institutions in Lithuanian media; to analyze the image discourse formation of higher educational institutions in Lithuanian media. In the following final thesis there were applied these methods: the analysis of the scientific literature, quantitative and qualitative analysis of the
content, comparative analysis and the analysis of secondary data.
The obtained outcomes related to the image discourse formation of higher educational institutions in Lithuanian media revealed that the messages/reports communicated by Lithuanian media do not form only negative image of higher educational institutions. Lithuanian media communicates more concerning universities and forms more positive image discourse of the following higher educational institutions than of non-university higher educational institutions. The image discourse of higher educational institutions is formed differently in different media means. More positive image discourse is created about foreign universities in all media means.

Keyword(s): higher educational institution, image, discourse, image discourse formation.


Full Text: PDF

Refbacks

  • There are currently no refbacks.
920 views

Management Theory and Studies for Rural Business and Infrastructure Development eISSN 2345-0355

This journal is published under the terms of the Creative Commons Attribution-Noncommercial 3.0 Unported License. Responsible editor: Dr Audrius Gargasas.