Purpose

This study aims to examine university president's messages (PMs) on Korean university websites to analyze how Korean universities present their image and position themselves in the global marketplace.

Design/methodology/approach

Assuming that visions, missions and strategies might vary depending on the characteristics of a university, the study analyzed PMs according to university type: research, teaching and technology. The authors applied text analysis to 105 Korean universities' PMs to understand the images they project. The authors also used text mining on the PMs to examine the frequencies of keywords, to create word clouds, to investigate the keywords' degrees of centrality and to conduct sentiment analysis.

Findings

The findings show that Korean universities' PMs project hybrid images, simultaneously portraying the universities as public institutes that produce public goods and as globally competitive strategic actors. In addition, while Korean university PMs explicitly position the universities as education-oriented, they nonetheless reveal that the universities pursue both research-oriented and education-oriented goals.

Originality/value

This is the study to examine PMs using text mining with Python to extract information and reveal hidden meanings regarding how universities portray themselves on their websites. Highlighting current challenges faced by universities, this article argues for continued discussion on their societal roles and their strategies for positioning themselves in today's globalized and marketized higher education environment.

中文翻译：

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韩国大学如何在全球市场中描绘自己：大学校长信息的文本挖掘分析

目的

本研究旨在检查韩国大学网站上的大学校长信息 (PM)，以分析韩国大学如何展示其形象和在全球市场中的定位。

设计/方法/方法

假设愿景、使命和战略可能因大学的特点而有所不同，该研究根据大学类型分析了 PM：研究、教学和技术。作者对 105 所韩国大学的 PM 进行了文本分析，以了解他们投射的图像。作者还使用 PM 上的文本挖掘来检查关键字的频率，创建词云，调查关键字的中心度并进行情感分析。

发现

研究结果表明，韩国大学的项目经理投射混合形象，同时将大学描绘成生产公共产品的公共机构和具有全球竞争力的战略参与者。此外，虽然韩国大学项目经理明确将大学定位为教育导向，但他们仍然表明大学追求研究导向和教育导向的目标。

原创性/价值

这是一项使用 Python 文本挖掘来检查 PM 的研究，以提取信息并揭示大学如何在其网站上描绘自己的隐藏含义。本文强调了大学当前面临的挑战，主张继续讨论它们的社会角色以及它们在当今全球化和市场化的高等教育环境中定位自己的战略。