传播学视角下“95后”高职考生高考志愿选择影响因素研究:以承德石油高等专科学校为例

Factors Influencing Post-95 Vocational College Candidates’ Choice in Entrance Examination from Perspective of Communication: Chengde Petroleum College

为深入了解“95后”高职考生高考志愿的影响因素,为高职院校招生工作提出建设性意见,以拉斯维尔“5W”理论为指导,采用问卷调查、焦点小组访谈、深度访谈三种研究方法,针对承德石油高等专科学校2018级新生进行抽样调研,主要从传播学视角出发,系统研究在招生宣传各环节中影响“95后”高职考生高考报志愿的影响因素。通过研究发现,考生在选择报考学校时,主要关注学校办学水平、学校排名和知名度、学生就业情况;考生选择所学专业主要是因为:该专业符合社会发展趋势、容易就业以及受他人推荐影响,因此,做好高职院校招生工作,要加强学校内涵建设、专业建设,提高学生就业质量;同时也应根据考生报考的主要关注点和媒介使用习惯合理规划招生宣传,提高传播有效性。

In order to understand the influencing factors of post-95 vocational college candidates’ choice in college entrance examination, and put forward constructive suggestions for the recruitment work in higher vocational colleges,guided by Lasville’s 5W theory,this study uses three research methods: questionnaire survey,focus group interview and in-depth interview to conduct a sample survey of2018 freshmen in Chengde Petroleum College. From the perspective of communication,this study systematically studies the influence of post-95 higher vocational students in all aspects of enrollment and publicity. The research found that when candidates choose to apply for an examination,they mainly pay attention to the level,the ranking,and the popularity of the school,and the employment situation of the students;the candidates choose their major mainly because it conforms to the trend of social development and easy for them to be employed. Their choice is also influenced by other people’s recommendation. The candidates get the information of the examination mainly through three channels: guide for registration,the Internet, and recommendation from relatives and friends. We should strengthen the connotation construction of the school and enhance the overall brand image of the school in order to do a good job of enrollment in higher vocational colleges. Then we should improve the quality of students’ employment to promote enrollment through employment. Finally,we should plan rationally for the main concerns of candidates and the habits of media use to improve the effectiveness of communication.