Kolegium Nauk Społecznych / College of Social Sciences

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Changes taking place in the media image of an academic organization. Study on the example of students' opinions.
(2025-03-24) Garwol, Katarzyna
At the intersection of media studies, sociology of education and public relations, the concept of the image of an academic organization is situated. Contemporary the media image of university is the result of interaction with institutional messages conducted often in social media and through various digital platforms. The theory of the university image is a developed research field, however, recent changes in media and educational landscape, due to the Covid-19 epidemic, resulted with a research gap. This paper describes an empirical research conducted by the authors, that is dedicated to uncover changes in the perception of the image of the university and the faculty/college from the student's perspective after long period of hybrid and online studies. The subject was narrowed down to the media image of academic organization created through websites and social media. The state of art part of the paper proves why attention should be paid to the ubiquity of digitization in academic education and the intensifying digitalisation of communication. CAWI research conducted at selected public universities in Poland (University of Warsaw and University of Rzeszów). The collected and recent material allows to identify aspects of university image related to organizational communication.