Negative public school perception is a problem for all stakeholders. Negative public school perception leads to lack of support, which leads to lack of funding. Research shows that people outside of the school community are the most critical. Mass media, political leaders, and education reformist have perpetuated the problem. School leaders are not doing enough to combat the negative stereotype of the failing school. This exploratory mixed methods study on the impact of school websites on perception of public schools was an exploration of how websites design can affect perception and addresses one way that the negative perception can be changed. Three school websites were chosen based on their level of information communication technology (ICT) integration. The principals and webmasters of each school were interviewed and the data were coded and analyzed to create a survey instrument which was distributed to a purposive sample of 58 parents of school-aged children. The results of the analysis and comparison of the data collected from the principals, webmasters, and parents revealed that school websites have an effect on the perception that parents form about the school. The data also show that information or lack of information on the website was the number one reason for the ratings given to each statement on the parents’ survey. In addition, the signals sent through the website, whether intentional or not, had an effect on the parents’ perception.
|Commitee:||Carnahan, Christopher, Shamburg, Christopher|
|School:||New Jersey City University|
|School Location:||United States -- New Jersey|
|Source:||DAI-A 79/07(E), Dissertation Abstracts International|
|Subjects:||Marketing, Communication, Education, Educational technology|
|Keywords:||Branding, Marketing, Perception, School, Signaling theory, Website|
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