Recruiting Prospective Students With Stories: How Personal Stories Influence the Process of Choosing a University

Michael E. Burns

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Recruiting Prospective Students With Stories: How Personal Stories Influence the Process of Choosing a University

机译：通过故事招募潜在学生：个人故事如何影响选择大学的过程

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The current study examined the use of narratives as persuasive recruitment tools forrnuniversities. This study analyzed students’ perceptions of four universities’ recruitmentrnmaterials and used Fisher’s (1984) narrative paradigm and the concept of regulatoryrnfit as a lens. Student participants perceived narratives as persuasive after they hadrnnarrowed down their list of colleges. The results also revealed that stories that representedrnboth the academic and social sides of college helped students visualize themselvesrnat the university and made the idea of higher education more tangible. Five themes arernexplained and the study concludes with theoretical and practical implications.

机译：当前的研究检查了叙事作为有说服力的大学招聘工具的用途。这项研究分析了学生对四所大学招聘材料的看法，并使用了费舍尔（Fisher，1984）的叙事范式和监管适应的概念作为镜头。在缩小了大学名单之后，学生参与者认为叙事具有说服力。结果还显示，代表大学学术和社会方面的故事帮助学生在大学中形象化自己，并使高等教育的观念更加切实。解释了五个主题，并以理论和实践意义结束了本研究。

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来源
《Communication Quarterly》 |2015年第1期|99-118|共20页
作者
Michael E. Burns;
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作者单位

Texas State University, 601 University Drive, San Marcos, TX 78666;

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收录信息美国《科学引文索引》(SCI);美国《工程索引》(EI);美国《生物学医学文摘》(MEDLINE);美国《化学文摘》(CA);
原文格式 PDF
正文语种 eng
中图分类
关键词
Narrative Paradigm; Personal Stories; Persuasion; Regulatory Fit; University Recruitment;

机译：叙事范式;个人故事;劝说;符合法规;大学招聘;

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Recruiting Prospective Students With Stories: How Personal Stories Influence the Process of Choosing a University

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