| Abstract [eng] |
The master's thesis examines the problem of a high school image formation. At present, higher education in Lithuania is given a special attention – due to the decreasing number of students, reorganization and reforms of higher education institutions are taking place. Scientific literature points out that image is one of the most important factors for students to choose a high school, so image formation becomes one of the most significant factors of successful survival of a high school. However, unlike business organizations, high school image formation is not widely researched, so the problem question is raised: how to form a high school image? The object of the research is a high school image formation. The aim of the research is to construct a high school image formation model. In order to achieve this aim, the process of image formation was defined, the main constructs of image formation were identified and the elements constituting these constructs were analyzed. There were also identified the patterns of high school identity and image formation, the internal structure of high school students’ perception of image was analyzed. The work is based on the philosophy of pragmatism, which allows combining qualitative and quantitative research. The results of the research have shown that the process of image formation consists of three main constructs – identity, communication /feedback and perceived image. The empirical study has found that some of the high schools form their identity only partially. Higher education institutions use vertical (top-down) and horizontal internal communication to form identity. Image is formed purposely and identity is the basis of image formation in all studied high schools. High schools use personal communication, mass communication and digital communication to form their image. Based on high school students’ perceived image internal structure analysis, there were identified eight factors. The analysis of factors has shown, that the quality of academic services, infrastructure and personality of a high school have the greatest weight in the perception of a high school image. Taking into account the results of qualitative and quantitative research, the empirical model of image formation of a high school is presented and the conclusions are summarized at the end of the thesis. |
