高职院校形象传播的机遇、现实困境与优化路径

Opportunities,Realistic Challenges and Optimization Paths of Image Communication in Higher Vocational Colleges

高职院校形象传播迎来新的发展机遇,教育强国战略为高职院校形象传播提供了强有力的政治势能和战略支撑,高质量发展为高职院校形象传播奠定了扎实的实践基础,数字技术的快速发展为高职院校形象传播提供了更多可能性。高职院校形象传播尚存在传播能力建设不足、刻板印象尚未根本消除、受众群体细分不明确等问题,需在提升对形象传播的认知、构建形象传播的支撑系统、强化形象传播能力的构成、提高消除刻板印象的效力、加强受众群体管理等方面持续优化。

The image communication of higher vocational colleges has entered in new development opportunities,the strategy of building a strong country in education provides a strong political potential and strategic support for the image communication of higher vocational colleges,the high-quality development has laid a solid practical foundation for the image communication of higher vocational colleges,and the rapid development of digital technology provides more possibilities for the image communication of higher vocational colleges.There are still some problems in the image communication of higher vocational colleges,such as insufficient construction of communication ability,the partial elimination of stereotypes,and unclear audience segmentation,so it is necessary to continuously optimize the awareness of image communication,build a support system for image communication,strengthen the composition of image communication ability,improve the effectiveness of eliminating stereotypes,and strengthen the management of the target audience.