韩国大学如何在全球市场上塑造自己:大学校长信息的文本挖掘分析

IF 2.3 Q1 EDUCATION & EDUCATIONAL RESEARCH Asian Education and Development Studies Pub Date : 2021-05-11 DOI:10.1108/AEDS-12-2020-0287
S. Lee, Soo Jin Park
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引用次数: 4

摘要

目的本研究旨在研究韩国大学网站上的大学校长留言(pm),以分析韩国大学如何在全球市场中展示自己的形象和定位。设计/方法/途径假设愿景、使命和策略可能因大学的特点而异,研究根据大学类型:研究、教学和技术来分析项目管理。作者对国内105所大学的pm进行了文本分析,以了解他们所展示的图像。作者还在pm上使用文本挖掘来检查关键词的频率,创建词云,调查关键词的中心性程度,并进行情感分析。研究结果表明,韩国大学的项目管理项目展示了混合形象,同时将大学描绘为生产公共产品的公共机构和具有全球竞争力的战略参与者。此外,虽然韩国大学的pm明确地将大学定位为教育导向,但他们仍然显示出大学追求研究导向和教育导向的目标。原创性/价值这是一项研究,研究pm使用Python的文本挖掘来提取信息,并揭示关于大学如何在其网站上描绘自己的隐藏含义。强调当前大学面临的挑战,本文主张继续讨论他们的社会角色和他们在当今全球化和市场化的高等教育环境中定位自己的策略。
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How Korean universities portray themselves in the global marketplace: text-mining analysis of university president's messages
PurposeThis study aims to examine university president's messages (PMs) on Korean university websites to analyze how Korean universities present their image and position themselves in the global marketplace.Design/methodology/approachAssuming that visions, missions and strategies might vary depending on the characteristics of a university, the study analyzed PMs according to university type: research, teaching and technology. The authors applied text analysis to 105 Korean universities' PMs to understand the images they project. The authors also used text mining on the PMs to examine the frequencies of keywords, to create word clouds, to investigate the keywords' degrees of centrality and to conduct sentiment analysis.FindingsThe findings show that Korean universities' PMs project hybrid images, simultaneously portraying the universities as public institutes that produce public goods and as globally competitive strategic actors. In addition, while Korean university PMs explicitly position the universities as education-oriented, they nonetheless reveal that the universities pursue both research-oriented and education-oriented goals.Originality/valueThis is the study to examine PMs using text mining with Python to extract information and reveal hidden meanings regarding how universities portray themselves on their websites. Highlighting current challenges faced by universities, this article argues for continued discussion on their societal roles and their strategies for positioning themselves in today's globalized and marketized higher education environment.
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来源期刊
Asian Education and Development Studies
Asian Education and Development Studies EDUCATION & EDUCATIONAL RESEARCH-
CiteScore
5.50
自引率
0.00%
发文量
7
期刊介绍: Asian Education and Development Studies (AEDS) is a new journal showcasing the latest research on education, development and governance issues in Asian contexts. AEDS fosters cross-boundary research with the aim of enhancing our socio-scientific understanding of Asia. AEDS invites original empirical research, review papers and comparative analyses as well as reports and research notes around education, political science, sociology and development studies. Articles with strong comparative perspectives and regional insights will be especially welcome. In-depth examinations of the role of education in the promotion of social, economic, cultural and political development in Asia are also encouraged. AEDS is the official journal of the Hong Kong Educational Research Association. Key topics for submissions: Educational development in Asia, Globalization and regional responses from Asia, Social development and social policy in Asia, Urbanization and social change in Asia, Politics and changing governance in Asia, Critical development issues and policy implications in Asia, Demographic change and changing social structure in Asia. Key subject areas for research submissions: Education, Political Science, Sociology , Development Studies .
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