Leadership in higher education: social and communication aspects of the university image

DOI

10.2991/icseal-18.2018.31How to use a DOI?

Keywords

Leadership, higher education, social aspects, communication, university image

Abstract

This paper analyses the complex of factors that influence the efficiency of the university activity in terms of image problems. The phenomenon of the image of the university leader (in this case a university rector) is considered by us as a symbolic construct based on a number of socio-psychological determinants. The paper determines the structure of the image of the university, the stages of managing the image of the university are identified, which are revealed on the grounds of the developed system of communicative integrators. We arrive at a conclusion that certain University integrators act as factors and results of communications and their system includes such aspects as: an integrator-factor (strategic goal); integrator-result (holistic image); integrators of the internal environment of the university; and an integrator as a concept uniting the communicative activity of the university. The work with these integrators is aimed at implementing an updated version of the communicative policy of the university. Based on our obtained results, we come up with some practical recommendations for managing the image of the university within each of the communicative integrators. Our results might be of special interest for higher education policy planners and regulators.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Anastasia Semenova
AU  - Elena Chizhevskaya
PY  - 2018/10
DA  - 2018/10
TI  - Leadership in higher education: social and communication aspects of the university image
BT  - Proceedings of the 2nd International Conference on Social, Economic and Academic Leadership (ICSEAL 2018)
PB  - Atlantis Press
SP  - 215
EP  - 221
SN  - 2352-5398
UR  - https://doi.org/10.2991/icseal-18.2018.31
DO  - 10.2991/icseal-18.2018.31
ID  - Semenova2018/10
ER  -