209
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.
210
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.
Достарыңызбен бөлісу: