主流媒体视野中的高校辅导员形象——以《中国教育报》、《光明日报》、《中国青年报》、《人民日报》为例

The Analysis of College Counselors' Image in the Mainstream Media——Taking China Education Daily,Guangming Daily,China Youth News,People's Daily for Instance

高校辅导员形象是高校辅导员队伍专业化职业化建设的重要方面。对四家主流媒体351篇有关高校辅导员的新闻报道进行分析发现:主流媒体对高校辅导员的报道涉及面广,媒体间报道同中有异,报道以正面和客观为主;高校辅导员公众形象呈现出专业化、职业化的理想形象,年轻化、高学历的群体肖像,爱岗敬业的职业道德形象以及多重职责于一身的角色形象。分析发现,专业化是高校辅导员形象建构的关键,这既需要明确高校辅导员队伍建设的专业化发展方向,也需要公众媒体的良好塑造和有效监督。

The college counselors＇ image is the essential part in the professional development of college coun-selors. Based on the analysis of 351 pieces of news relating to college counselors in the four mainstream media,the paper has made insightful observations as follows： the topics of these pieces of news＇ involve many aspects;there are both similarities and differences among media reports; the attitude toward college counselors are mainlypositive and objective; the image of college counselors reflects an ideal image of specialization and professional-ization, the group image is featured with being increasingly younger and highly educated, a professional image isof dedication, and they are given the role image of multiple responsibilities. The research discovers that profes-sionalization is the key to construct college counselors＇ image. It is necessary to clarify the direction of profes-sional development of college counselors＇ construction, and also to be shaped well and supervised effectively frompublic media.