このエントリーをはてなブックマークに追加
ID 39948
本文ファイル
別タイトル
Quantitative Text Analysis of University Advertisements in Post-War Japan
著者
橋本 鉱市
NDC
教育
抄録(英)
This article presents content analysis of university advertisements placed in the exam-study magazine "Keisetsu-Jidai". It traces the manner in which university advertisements were placed; how publicity activities were conducted; how they were transformed during the 40 years following World War II and finally considers university identity (UI). The texts of all advertisements were analyzed using the quantitative text analysis software (KH Coder).

Findings were as follows.

1) Contents of the texts of university advertisements could be broadly classified into the following categories : 1) about history and the tradition of the foundation of a university, 2) advantages for the applicants to admission and graduation of the university (system of admitting students into colleges upon the recommendations of high school presidents; a student loan system; qualification and eligibility requirements for an examination after graduation; and the teacher-training course of a teaching certificate for junior high schools or high schools); 3) department, subject constitution and training courses curriculum; 4) technology and technical knowledge based on engineering; 5) the human being formation in the university, research of the professors and institution, experiment facilities; 6) student dormitory; and 7) graduate employment.

2) During the forty post-war years, the theme about applicants such as 2) and 7) had decreased. The theme about university image or identity such as 1) and 5) had also decreased.

3) On the other hand, the modern themes such as about globalization, technology and information had increased. In addition, the theme of human development had increased.

4) In the 1980s, the theme of the advertisement became ambiguous.

Further research should focus on more variety of media to analyze the trend after the 1990’s.
掲載誌名
大学論集
48号
開始ページ
65
終了ページ
80
出版年月日
2016-03
出版者
広島大学高等教育研究開発センター
ISSN
0302-0142
NCID
言語
日本語
NII資源タイプ
紀要論文
広大資料タイプ
学内刊行物(紀要等)
DCMIタイプ
text
フォーマット
application/pdf
著者版フラグ
publisher
権利情報
Copyright (c) 2016 by Author
部局名
高等教育研究開発センター
他の一覧