Strategies for Constructing an Image of Elementary School Excellence through School Culture Transformation

Diani Ayu Pratiwi; Ahmad Suriansyah

doi:10.59329/gawi.v6i2.352

Authors

Diani Ayu Pratiwi Universitas Lambung Mangkurat
Ahmad Suriansyah Universitas Lambung Mangkurat

DOI:

https://doi.org/10.59329/gawi.v6i2.352

Keywords:

school image, school culture transformation, school branding, elementary school, case study

Abstract

The transformation of elementary education in an era of global competition requires schools not only to pursue academic achievement but also to cultivate an image of excellence. This study highlights the importance of institutional strategies for shaping public perceptions of an excellent school through contextual and participatory cultural transformation. A qualitative approach with a single-case-study design was employed. Data was collected through in-depth interviews, participant observation, and document analysis. Six informants were selected purposively based on their level of involvement, representing the principal, teachers, education staff, students, and parents. The findings identified five strategies used to construct an image of excellence at SDN Pasar Lama 1 Banjarmasin: (1) internalizing environmental-cultural values within the school vision and mission; (2) integrating cultural habituation through the mission, goals, and school regulations; (3) establishing consistent communication and collaboration with relevant stakeholders to support school culture; (4) consistently updating information through social media, the school website, and other informative platforms; and (5) sustaining the transformation of a quality culture through principal leadership. The findings imply that consistently embedding cultural values in school goals, programs, and regulations can shape collective behavior and make school culture a visible institutional identity in everyday practice. Continuous communication and collaboration with stakeholders further strengthen community support and trust, contributing to a positive and sustainable social construction of the school’s image of excellence.

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