Kutseõppeasutuste imago potentsiaalsete ja praeguste õpilaste hulgas



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Vocational education is an important part of Estonian education system but it has a negative reputation in Estonia. In order to balance education system and labour market, the people’s attitude towards vocational education should be changed more positive. The image of vocational schools among publics influences the attitude to vocational education but the opinions do not necessarily reflect reality. The study and analysis of image gives knowledge of how different publics see vocational schools. Having an overview of the present image, the specialists of public relations will be able to change it with the help of public relations exercise. The aim of the present thesis is to give an overview and analyse the image of vocational schools among its present and future students and find reasons behind the development of the present image. The thesis consists of four chapters. The first chapter gives an overview of the theory of publics and the treatment of image by different authors. Also, the present situation of vocational schools and studies conducted on it are discussed. The second chapter describes the study carried out. The third chapter discusses study methods and interviewees, and the results of the study are given. The fourth chapter includes main conclusions of the study and a discussion. In the present thesis the study methods are Osgood´s semantical differentiation method and a questionnaire. The students of vocational school describe the image of the school as developing, open, rising and growing. The students of general education school describe it as equal, developing and open. The students of Miina Härma Gymnasium associate vocational school with the words strange and scaring off. The students of Tartu Forselius Gymnasium characterise vocational school as developing, open, growing, friendly and rising. The main result of this thesis is that general education is orientated for higher education. Most of the pupils want to continue their studies in higher school and therefore it is possible to make a conclusion that general education schools increase beliefs among pupils that higher education is better than vocational education.


H Social Sciences (General), bakalaureusetööd