如何评价大学“捐赠-冠名”的筹资模式--基于清华“真维斯楼”舆论话题的评析  

Rethinking the Controversy over Tsinghua University's "Jeanswest Building": An Evaluation of Naming Donation as an Approach to Financing Higher Education

作　　者：张会杰[1,2] 徐钧[2] 

机构地区：[1]华东师范大学公共管理学院 [2]山东大学高等教育研究中心

出　　处：《现代大学教育》2012年第1期24-29,111-112,共6页Modern University Education

基　　金：华东师范大学2011年校级“博士研究生学术新人奖”,项目编号:XRZZ2011025

摘　　要："捐赠-冠名"是大学组织筹集社会资金的一种重要模式,近期备受争议的清华大学"真维斯楼"舆情事件中,针对此模式却出现大量的批评和质疑。我们认为,以"冠名"交换"捐赠"并非大学的商业化,大学筹资模式的多元化有助于大学精神的彰显;合理的互利是社会捐赠可持续发展的重要基础,大学以冠名权出让作为捐赠回报比较适宜;"捐赠-冠名"需要公开透明、民主参与,大学接受捐赠标准的设定应基于捐赠方的公民理念,附加的违背大学自由的社会捐赠不可接受;"捐赠-冠名"的筹资程序与现代大学的捐赠制度亟待改进;大学还应担负起教育捐赠文化舆情引导的社会责任。Naming donation is an important approach to fund-raising in universities.However,recently there has appeared a great deal of criticism and skepticism concerning the renaming of a teaching building at Tsinghua University as 'Jeanswest Building' after a popular clothing company.The present paper maintains that granting naming rights to donors doesn't amount to commercialization of higher education,and diversification of the approaches to financing higher education is compatible with the true essence of the university.As mutual benefit is the prerequisite for sustainable donation,it is acceptable for universities to grant naming rights in exchange for donations.Nevertheless,the process of naming donation should be transparent and all relevant stakeholders should get involved in the decision-making.And there should be an appropriate standard for accepting proposed donations.Any donation that is likely to violate academic freedom would not be accepted.Besides,university donation policy needs to be further improved,and schools themselves should shoulder the responsibility of generating favorable publicity about university donation.

关 键 词：“捐赠-冠名” 筹资模式 大学精神 捐赠文化 “真维斯楼” 

分 类 号：G649[文化科学—高等教育学]