摘要
高校大学生专业选择不仅关乎学生职业发展,也关乎国家高等教育事业发展。互联网背景下,高校招生宣传方式发生着深刻变化,网络招生宣传成为学生专业院校报考过程中不可忽视的信息获取渠道。基于湖北省1886份高校新生入学调查数据,探索了网络招生宣传对学生专业"盲选"与"错选"的影响。研究发现:(1)大学生群体专业"盲选"问题突出,并存在一定程度的专业"错选"现象,"盲选"和"错选"比例分别达到26.19%和6.57%;(2)作为学生获取招生专业信息的最主要渠道,通过网络媒体进行招生宣传能有效降低学生的专业"盲选""错选"程度,其中大学官网和大学微信公众号这两种网络招生宣传的效果更佳;(3)网络招生宣传对学生专业"盲选""错选"的影响存在省域等差异,高校在省外区域采用网络招生宣传方式对降低学生"盲选""错选"程度的边际作用更大。因此,高校应在精准构建高校网络招生平台、精准发布高校网络招生信息以及精准满足不同考生群体需求方面发力。
College Students’major choice is not only related to students’career development,but also related to the development of national higher education.Under the internet background,the way of college recruitment promotion has undergone profound changes,and the online recruitment promotion has become an information acquisition channel that cannot be ignored in the process of students applying for professional colleges and universities.Based on the data of 1,886 freshmen in Hubei province,this paper demonstrates the influence of online recruitment promotion on blind and wrong selection of students’major.The results show that:(1)blind selection of majors among college students is a serious problem,and there is a certain degree of“wrong selection”phenomenon of majors,with the proportion of“blind selection”and“wrong selection”reaching 26.19%and 6.57%respectively;(2)as the most important channel for students to obtain professional information,recruitment promotion through online media can effectively reduce the degree of“wrong selection”and“blind selection”of students’major,and the university official website and university Wechat public account of the two kinds of online recruitment promotion effect is better;(3)there are differences between urban and rural areas and provinces in the impact of online recruitment promotion on students’“blind selection”and“wrong selection”of majors.The marginal effect of online recruitment promotion on reducing students’“blind selection”and“wrong selection”is greater in urban areas and outside provinces.Therefore,colleges and universities should make efforts to accurately build college online enrollment platform,accurately release college online recruitment information and accurately meet the needs of different groups of examinees.
作者
刘三宝
李剑
罗小锋
Liu Sanbao;Li Jian;Luo Xiaofeng
出处
《国家教育行政学院学报》
CSSCI
北大核心
2022年第2期85-95,共11页
Journal of National Academy of Education Administration
基金
教育部人文社会科学研究专项任务项目(高校辅导员研究)“新媒体时代高校意识形态安全防控机制研究”(21JDSZ3082)。
关键词
高校招生宣传
专业选择
互联网
新媒体
College recruitment promotion
Major choice
Internet
New media
