Атты халықаралық Ғылыми-əдістемелік конференцияның материалдары

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The current situation requires a change in the roles of the image of a pedagogical higher 
education institution in shaping competitiveness of university in the labor market, as the self-interest 
of all stakeholders of pedagogical process that defines the problem of our study, which is to identify 
the psychological conditions of image formation of a pedagogical higher education institution.
Creating a positive image of pedagogical higher education institutions and its maintenance is 
influenced not only to strengthen the competitiveness and prospects of pedagogical higher education 
institutions, but also in general indicative the level of education in the country, which greatly affects 
on the image of Kazakhstan education.
Relevance of research problems of image formation of pedagogical higher education 
institutions caused by the fact that this very area of activity provides expansion of pedagogical higher 
education institutions’ capabilities in the development of new market segments, strengthening their 
positions and increase their competitive advantage through improved organizational and 
psychological, educational, information and communication activities.
Create the image of pedagogical higher education institutions should be seen as a prerequisite 
for the growth potential of modern pedagogical education, its ability to perspective and sustainable 
development. Purpose of research is to define the psychological conditions of creation and formation 
of image of pedagogical higher education institution. 
The purpose of this work was to analyze the image of the classical and Pedagogical University 
as a whole, as well as to Taraz universities (Taraz State Pedagogical Institute and M.Kh. Dulaty
Taraz State University), based on the representation of students about the image of these universities.  
We used the questionnaire "Determination of the visual image of a pedagogical university", 
elaborated by us. Using of this questionnaire helped us to define common requirements of students 
and their parents to the prestige of the pedagogical university.
Сontent analysis of the answers of the respondents the factors influencing the image was carried 
out content analysis of the statements of the respondents on the questionnaire. This analysis was 
devoted to the attitude of respondents (parents, students) to other universities. Each of the two surveys 
was attended by 50 people, 20 parents.
In the first survey, respondents were asked to answer two open questions (why did not choose 
a pedagogical University and prospects of pedagogical specialties, and the second used a semantic 
differential, where respondents had to evaluate 2 universities (classical University and pedagogical 
University) on six bipolar scales.
Content analysis of the answers allowed to learn about the relationship of the selected 
universities. As expected, it turned out that KazNU and KazNPU treat each other negatively (there 
are significant differences between the number of positive and negative statements of students of 
these universities about each other). 
These two interviews were aimed at identifying patterns of pedagogical university’s image 
formation, characteristics of its content and structural components, and peculiarities of perception 
and communication among the various groups of subjects. 
Content analysis of the answers let us know the attitudes to selected universities. As expected, 
it turned out that classical and pedagogical university disapprove to each other especially (there are 
authentic distinctions between number of positive and negative statements of students of these higher 
education institutions about each other (57.6 and 83.3; R ≤ 0.01). 
Mechanisms of intra group unity or ethnocentrism it was shown in self-image of two higher 
education institutions which all estimated themselves above 80 % on an indicator "assessment". 
Students also were inclined to characterize the higher education institutions as "strong" (the 
assessment is higher than 80 %). Intergroup discrimination was in the evaluation of the other two 
universities (score less than 50%). Thus, these interviews confirmed the first hypothesis, since there 
was considerable difference between the valuation of "us" and "them".
There is expressed positive correlation between motivation indicators on formation of image of 
higher education institutions and prestigiousness of higher education institutions – on Pearson's factor 
from 0.53 to 0.77.

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In order to study the image of the ideal and the real pedagogical university, we conducted mini-
essays "The ideal image of pedagogical university". Results of the connotative phase of research 
indicated the predominance of low and medium levels of image formation of pedagogical universities. 
The statement that “the educational institution should always have a good reputation and 
favorable psychological environment” was on the first place. The statement that “the pedagogical 
university must be modern in the broad sense of the word, to educate modern teaching staff” was on 
the second place.
Our study allowed the state that formation of image of pedagogical higher education institution 
has unsystematic and fragmentary character; theoretical knowledge and psycho - pedagogical 
practical achievements are poorly used; the need for training of specialists on formation of image of 
higher education institution is obvious; ripened need for development of mechanisms of formation of 
image of pedagogical higher education institution. 
An indicator of the image of pedagogical higher education institution is the reputation of the 
university. It is not only moral, psychological, but quite material category, able to bring in large 
revenues and improve the competitiveness of the university. 
Image of pedagogical universities is a system of social and psychological programming the 
behavior of objects, motivated for success; communication interaction between university and the 
world; striving to meet the known samples and conduct assessments; semantic binding rules of 
conduct orientation of pedagogical universities in achieving the desired impression.
This study is the basis for the further development of the areas of image formation of 
pedagogical universities, the identification of new laws and principles relating to the modernization 
of our education system, the development of psychological and educational foundations of training, 
retraining and advanced training in the field of image formation of pedagogical higher education 
institutions considering the dynamics of modern society. 
Formation of image of pedagogical higher education institution has unsystematic and 
fragmentary character; psycho - pedagogical practical achievements are poorly used; the need for 
training of specialists on formation of image of higher education institution is obvious; ripened need 
for development of mechanisms of formation of image of pedagogical higher education institution. 
Recommendations 
Carry out the formation of positive and professional image of the university and future teachers 
in the whole system of the educational process of the university. Ensure the effectiveness of the 
training of graduates for professional careers and enhance their competitiveness through integration 
into the content of psycho-pedagogical training of students the experimental program of forming of 
positive professional image of pedagogical higher education institution. 
Should explore and develop new areas of research, such as analysis of the laws of integration 
of the structural components of the image of pedagogical higher education institution; development 
of psychological techniques of image formation of educational institutions; and to identify specific 
stereotypes and archetypes in social groups interested in providing educational services; 
 
References 
1. Alekhina I. Image and etiquette of business person. M., 1996. -130 p. 
2. Arpan, L. A cognitive approach to understanding university image / L. Arpan, A. Raney, S. Zivnuska // 
Corporate Communications: An International Journal. – 2003. - 8(2). – P. 97-113. 
3. Duarte, P.O. Understanding university image: A structural equationmodel approach / P.O. Duarte, H.B. Alves, 
M.B. Raposo // International Review on Public and Nonprofit Marketing. – 2010. – 7. – P. 21-36 
4. Kalyuzhnyi A.A. Educational imageology. A., 2004. - 200 p. 
5. Perelygina E.B. Psychology of image. M., 2002 – 223 p. 
6. Ushakov B.G. Image as a social and psychological problem. Ekaterinburg, 1995. – 93 p. 

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