“社会声誉”视角下乡村教育振兴的路径创新——基于富文乡中心小学的考察

Path Innovation of Rural Education Revitalization from the Perspective of “Social Reputation”: Based on the Investigation of Fuwen Central Primary School

本文基于“社会声誉”的研究视角、借助“身份-形象-声誉”的分析框架对杭州市淳安县富文乡中心小学进行考察,研究发现,该校经由“身份重构”、“形象传播”、“声誉变现”三个阶段实现了关于学校价值发展理念的重塑、学校品牌形象的打造和推广以致不断积累社会声誉,潜移默化地转变着公众对于学校自身乃至当地乡村教育的传统认知。因此,要突破当前乡村教育振兴的瓶颈,改变公众对于乡村教育的刻板印象,可以从“社会声誉”的角度进行思考,在乡村教育“身份重建”的过程中需要获得自下而上的认同和支持,为乡村教育的“形象传播”搭建系统的媒介闭环,同时也应注意乡村教育的“社会声誉”要以质量提升为前提条件。

Based on the research of“social prestige”and the analysis framework of“identity, image, and reputation”, we found that Fuwen Central Primary School has realized the value of school development through the concept of identity reshaping, school brand image building and popularization by reconstructing the identity image, communication and reputation realization. As a result of accumulated reputation, the school changed traditional public opinion on the school and even local rural education. Therefore,the perspective of“social prestige”should be adopted in order to break the bottleneck of current rural education revitalization and change the stereotypes on rural education. The recognition and support from bottom are needed in the process of the reconstruction of“identity”of rural education, and we should build up loops for the“image communication”of rural education system. At the same time, we should acknowledge that quality improvement is the basis of“social prestige”of rural education.