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Impression management by academic lectures in their own opinion and the students

Justyna Dziedzic
Justyna Dziedzic
 y 
Agata Jastrzębowska
Agata Jastrzębowska
   | 13 jul 2022
International Journal of Contemporary Management's Cover Image
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Article Category: Research Article
Publicado en línea: 13 jul 2022
Páginas: 11 - 26
DOI: https://doi.org/10.2478/ijcm-2022-0006
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© 2022 Justyna Dziedzic et al., published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

Managing the impression of a academic lecture's –components.Source: Authors’ own study.
Managing the impression of a academic lecture's –components.Source: Authors’ own study.

Figure 2

Mean of prestige, image creation, the image of scientist and for prestige (direct question) in groups with different scientific titles. Source: Authors’ own study
Mean of prestige, image creation, the image of scientist and for prestige (direct question) in groups with different scientific titles. Source: Authors’ own study

Correlation analysis of prestige, image creation, the image of a scientist

Prestige Image creation Image of the scientist
Image creation 0.506*** –
Image of the scientist 0.311*** 0.493*** –
Prestige_2 0.266*** n.i. 0.178*

j.ijcm-2022-0006.apptab.003

PRESTIGE α Cronbacha, after deleting an item
His/her scientific achievements (number of publications) .776
His/her scientific achievements (prestige of his publications) .775
The knowledge he has .806
Ability to transfer knowledge to students .814
Seniority .780
Academic title .757
Functions (positions) held at the University .744
Exercising power in the University .752
Performing functions in prestigious non-university organizations .760
Circulating opinion among other students .809
α = 0.797 / 0.848
IMAGE CREATION
Lecturers take care of their image in order to impress students .821
Image .811
Dress code .806
Academic PR .815
Functioning in social media functioning in social media .815
Media appearances .829
Creating an image by lecturers is important to them .832
Lecturers are focused on creating their brand .834
Students are impressed by a lecturer who cares about his image .809
Lecturers promote each other among students .826
α = 0.835
IMAGE OF SCIENTIST
Awakening cognitive curiosity in students .597
Personal charm .545
High demands on students .512
Lecturers are associated with characters present in culture, i.e., a sorcerer, a mad scientist .518
A scientist is more interesting when he spreads an atmosphere of mystery around him. .510
A scientist who has respect among students must be demanding .516
α = 0.581 / 0.598

j.ijcm-2022-0006.apptab.002

Creating an image by lecturers is important to them.
Lecturers are focused on creating their personal brand.
Students are impressed by the lecturer who cares about his image.
Lecturers promote each other among students.
Lecturers take care of their image in order to impress students.
Lecturers are associated with characters present in culture, i.e., a sorcerer, a mad scientist.
A scientist is more interesting when he spreads an atmosphere of mystery around him.
A scientist who has respect among students must be demanding.

j.ijcm-2022-0006.apptab.001

Question
His/her scientific achievements (number of publications)
His/her scientific achievements (prestige of publications)
The knowledge he has
Ability to transfer knowledge to students
Seniority
Academic title
Functions performed at the University
Exercising power in the University
Performing functions in prestigious non-university organizations
Awakening cognitive curiosity in students
Image
Dress code
Academic PR
Functioning in social media
Personal charm
High demands on students
Circulating opinions among other students
Media appearances

Methodical structure

Theoretical background Indicator Factors
Ciobǎnicǎ 2013Blackmore 2016Cybel-Michalska 2019Elliot & Reis 2003 Scientific prestige:Prestige in the academic field Age of achievements

The assessment of the attractiveness of an academic lecturer is influenced by academic achievements (number of publications), scientific achievements (prestige of publications held), knowledge, ability to pass on knowledge to students, seniority, scientific title, university's functions, exercise of power in the university, perform functions in prestigious non-university organizations, circulating opinions among other students.
Baumeister & Leary 1995Jones & Pittman 1982 Image creation:Social image Self-promotion

The assessment of the attractiveness of an academic lecturer is influenced by: social media, academic PR, dress code, image, media appearances. Creating an image is important to lecturers.

They need to create an image.

Lecturers are focused on creating their personal brand.

Students are impressed by a lecturer who takes care of his image.

Lecturers promote each other among students.

Lecturers take care of their image to impress students.
Pekdoğan 2019Czarniawska 2010Morgan 1986 Image of the scientist:Metaphors and narrations Labels

The assessment of the attractiveness of an academic lecturer is influenced by: awakening cognitive curiosity in students, high demands on students.

Lecturers associate with characters present in culture, i.e., sorcerer, mad scientist.

A scientist is more interesting for students when he or she is surrounded by an atmosphere of mystery.

A scientist who has respect among students must be demanding.

Results of regression analysis

B Standard error Beta T df
1 Constant 5.163 .653 7.910 .000
PRESTIGE .575 .174 .261 3.301 .001
IMAGE_CREATION −.181 .225 −.070 −.807 .421
IMAGE_SCIENTIST .342 .205 .131 1.671 .096

Descriptive statistics of participants

Variable Value n %
Sex Female 159 78.3
Male 44 21.7
Group Lecturer 54 26.6
Student 149 73.4
Title MA 55 27.4
PhD 19 9.5
Does not have 122 60.7
Professor 5 2.5
Dyscypline Psychology 117 60.6
Management 46 23.8
Philologies 9 4.7
Others 12 6.2
Logistics 9 4.7

Results of multivariable two-way analysis of variance in 2 × 2 scheme

Source Dependent variable df F Significance Observation power
GROUP_1 PRESTIGE 1 .800 .372 .144
IMAGE_CREATION 1 .346 .557 .090
IMAGE_SCIENTIST 1 .153 .696 .067
PRESTIGE_2 1 .597 .441 .120
GROUP_2 PRESTIGE 1 .062 .804 .057
IMAGE_CREATION 1 .016 .900 .052
IMAGE_SCIENTIST 1 .129 .720 .065
PRESTIGE_2 1 .346 .557 .090
GROUP_1* GROUP_2 PRESTIGE 1 .001 .974 .050
IMAGE_CREATION 1 1.617 .205 .244
IMAGE_SCIENTIST 1 .000 .987 .050
PRESTIGE_2 1 1.858 .175 .273

Means of prestige, image creation, the image of scientist and for prestige (direct question) in groups with psychology and management

Prestige Image creation Image of scientist Prestige - 3
Lecturer Psychology 3,26 3,16 2,91 7,18
Management 3,32 2,90 3,00 8,33
Total 3,26 3,13 2,92 7,29
Student Psychology 3,01 3,00 2,83 7,53
Management 3,09 3,31 2,91 7,07
Total 3,03 3,10 2,85 7,38
Total Psychology 3,07 3,04 2,85 7,44
Management 3,10 3,29 2,91 7,15
Total 3,08 3,11 2,87 7,36

j.ijcm-2022-0006.apptab.004

M SD Skev. Kurt. Minimum Maximum
PRESTIGE 3,03 0,84 −0,14 −0,19 1,00 5,00
IMAGE_CREATION 3,10 0,71 −0,03 −0,12 1,30 5,00
IMAGE_SCIENTIST 2,88 0,71 0,14 0,22 1,00 5,00
PRESTIGE II (directquestion) 7,30 1,86 −1,15 2,22 1,00 10,00
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