Asya Üniversiteleri Odaklı Olarak Webometrics’te Yer Alan İlk 500 Üniversitenin Slogan Analizi

Yıl 2022, Cilt: 12 Sayı: 1, 148 - 157, 30.04.2022

Çağla Atmaca , Basak Uysal

Öz

Üniversiteler, aday öğrencilerin ve akademik personelin dikkatini çekmek için çeşitli konumlandırma stratejileri kullanır. Bazı üniversiteler tanıtım videoları, imkânlar ve akademik başarıyı ön planda tutarak ayırt edici özelliklerini duyururken, bazı üniversiteler ise sloganlara başvurmaktadır. Sloganlar farklı disiplinlerde çalışılmış olsa da yükseköğretim bağlamında daha yakından ilgiyi hak etmektedir. Bu nedenle, bu çalışma Webometrics'te yer alan ilk 500 üniversitenin sloganlarını analiz etmeyi ve Asya üniversiteleri ile diğer kıta üniversitelerinin sloganlarında ortaya çıkan temaları karşılaştırmayı amaçlamıştır. Üniversitelerin kıtalara göre dağılımında en yüksek payı Avrupa'ya ait olurken, en düşük pay ise Afrika'ya aittir. Asya üniversiteleri özelinde, listede 78 üniversitenin yer aldığı tespit edilmiştir. Asya üniversitelerinin sloganlarında 224 sıklıkta yedi tema yer almıştır: bilim (n=57, %25.4), aktivizm (n=48, %21.4), kapsamlılık (n=41, %18.3), inanç (n=36, %16.1), idealizm (n=22, %9.8), karşılaştırma (n=14, %6.3), iş birliği (n=6, %2.7). Diğer kıtalarda ise 949 sıklıkta yedi tema yer almıştır: bilim (n=213, %22.4), aktivizm (n=211, %22.2), inanç (n=165, %17.4), karşılaştırma (n=162, %17.2), kapsamlılık (n=128, %13.5), idealizm (n=50, %5.2), iş birliği (n=20, %2.1). Bulgular, Asya ve diğer kıta üniversiteleri arasında üniversite sloganlarının ortaya çıkan temalarında bazı benzerlikler ve farklılıklar sunmuştur. Sonuç olarak bu çalışma, yükseköğretim bakış açısıyla slogan çalışmalarına yeni bir boyut kazandırmış ve bir konumlandırma stratejisi olarak yükseköğretim kurumları için sloganların önemini ortaya koymuştur. Son olarak, bu çalışmanın bulgularının, yükseköğretim kurumlarının ulusal/uluslararası arenada tanınmak için sloganlara daha fazla başvurmaları için yeni yollar sunacağı, birlikteliği sağlayacağı ve paydaşlar yararına ayırt edici özellikleri ön plana çıkaracağı düşünülmektedir.

Anahtar Kelimeler

Asya üniversiteleri, üniversite sloganları, tema, yükseköğretim, webometrics

Destekleyen Kurum

BULUNMUYOR

Proje Numarası

BULUNMUYOR

Teşekkür

BULUNMUYOR

An Analysis of Top 500 Webometrics Universities’ Slogans with a Specific Focus on Asian Universities

Öz

Universities employ various positioning strategies to attract prospective students and academic staff. While some universities publicize their distinctive features via introductory videos, showing facilities and prioritizing academic success, some universities refer to slogans. Although slogans have been studied in different disciplines, they deserve closer attention in the context of higher education. Thus, this study aimed to analyze the slogans of the top 500 universities included in the Webometrics and compare the emerging themes in the slogans of Asian universities and the other continental universities. In the distribution of universities by continents, the highest distribution share belongs to Europe while the lowest distribution share belongs to Africa. As for the Asian universities, it was found out that 78 universities were on the list. There were seven themes with 224 occurrences in the Asian universities’ slogans with science (n=57, %25.4), activism (n=48, %21.4), comprehensiveness (n=41, %18.3), faith (n=36, %16.1), idealism (n=22, %9.8), comparison (n=14, %6.3), collaboration (n=6, %2.7). As for the other continents, there were seven themes with 949 occurrences with science (n=213, %22.4), activism (n=211, %22.2), faith (n=165, %17.4), comparison (n=162, %17.2), comprehensiveness (n=128, %13.5), idealism (n=50, %5.2), collaboration (n=20, %2.1). The results offered some similarities and differences in the emerging themes of the university slogans among the Asian and the other continent universities. In conclusion, this study added a new dimension to the study of slogans from higher education perspective and demonstrated the importance of slogans for higher education institutions as a positioning strategy. Finally, the findings of this study are thought to offer new paths for higher education institutions to refer to slogans more in order to be recognized at national/international arena, ensure togetherness and foreground distinctive features for the benefit of stakeholders.

Anahtar Kelimeler

Asian universities, university slogans, theme, higher education, webometrics

Proje Numarası

BULUNMUYOR

Kaynakça

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