中国式职业教育现代化进程中高职院校形象传播的价值意蕴、逻辑理路与优化路径

The Value Implication,Logic and Optimization Path of Image Communication of Higher Vocational Colleges in the Process of Modernization of Chinese-Style Vocational Education

优化高职院校形象传播,是当前我国推动现代职业教育高质量发展的重要任务,有利于改变社会对职业教育的刻板印象,推动职业教育打造特色品牌、畅通职教体系和形成中国标准。在中国式职业教育现代化进程中,高职院校开展形象传播应以存在的现实挑战为导向,基于理念、行为、视觉三层次的形象传播基本逻辑,在认知层面形成“意义体系”传播理念,在机制层面建立整合协同全员传播机制,在举措层面系统化、多维度凝聚办学理念价值、注重行为互动展示、构建视觉传播矩阵,并在反馈控制层面,完善形象传播螺旋管理闭环,为提升高职院校的知晓度、关注度、满意度发挥积极作用。

Optimizing the image communication of higher vocational colleges is an important task to promote the high-quality development of modern vocational education in China,which is conducive to changing the social stereotype on vocational education,promoting vocational education to build characteristic brands,smooth the vocational education system and form Chinese standards.In the process of modernization of Chinese-style vocational education,the image communication of higher vocational colleges should be guided by the reality,based on the basic logic of image communication at the three levels of concept,behavior and vision.At the cognitive level,a“meaning system”communication concept should be formed.At the mechanism level,an integrated and collaborative communication mechanism for all staff should be established.At the measure level,the value of educational philosophy should be systematically and multi-dimensionally condensed,behavior interaction should be emphasized for display,and visual communication matrix should be built.At the feedback control level,the spiral management loop should be improved,so as to play a positive role in enhancing the awareness,attention,and satisfaction of higher vocational colleges.