随着社会的快速发展和信息技术的不断进步，互联网媒介作为现代社会中信息传播的重要载体，对于塑造和传递各类专业形象具有不可替代的作用。社会工作作为一门致力于帮助弱势群体、解决社会问题的专业，其形象塑造尤为关键。深入研究社会工作形象的塑造问题，既能帮助梳理了解社会工作现有媒介形象，对提升社会工作专业形象、推动社会工作发展也具有重要意义。
论文从自我与他者两个视角出发，强调社会工作内群体的主动性建构，分析内外群体塑造下的社会工作形象鸿沟，以及其背后的原因。采用网络文本分析法，通过网络爬虫收集微信公众号、新闻媒体、网络论坛中与社会工作相关的文本内容，进而以这些文本为主要实证资料，分别探讨互联网中社会工作内外群体对社会工作形象的塑造，主要包括：（1）如何认识社会工作，即社会工作的认知度、工作内容、从业者形象维度；（2）如何评价社会工作，即社会工作的道德价值、专业水平和工作表征；（3）自塑、他塑中对社会工作的情感态度。
论文通过对比分析自我与他者塑造下的社会工作形象，发现在从业人员形象、社会工作专业水平、社会工作工作表征认知方面，自我和他者塑造的社会工作形象差异较大，而在高道德感、低薪酬、工作内容等方面的塑造，存在较多共性。同时发现，受他塑和社会认同影响，社会工作内群体在情感态度上有较大的差异性，呈现两极分化的趋势，而外群体整体态度更偏积极和中性。
最后，由于社会工作形象塑造的多元性、动态性，本文提出了若干建议，主要包括：在塑造内容上突出典型性、具体性；在塑造方式上，选择搭建平台、推广职业节日活动，为推动社会工作专业的发展提供支持。

With the rapid development of society and the continuous progress of information technology, the media, as an important carrier of information dissemination in modern society, has an irreplaceable role in shaping and transmitting the image of various professions. As a profession dedicated to helping the disadvantaged and solving social problems, social work's image shaping is especially crucial. An in-depth study of the image shaping of social work can not only help to organize and understand the existing media image of social work, but also be of great significance in enhancing the professional image of social work and promoting the development of social work.
Starting from two perspectives: self and other, this paper emphasizes the proactive construction of social work in-groups, and analyzes the social work image divide under the shaping of internal and external groups, as well as the reasons behind it. Through the network text analysis method, the text content related to social work in WeChat public numbers, news media, and online forums are collected by crawlers to explore the shaping of social work image by social work internal and external groups in the Internet, respectively, including how to recognize social work, i.e., cognition, work content, and practitioners' image dimensions, and how to evaluate social work, i.e., ethical value, professionalism, and work representation, as well as the shaping of the self and the shaping of the other. shaping in the emotional attitudes towards social work. And compare and analyze the image of social work under self and other shaping, and found that there are large differences in the image shaping of practitioners, description of social work professionalism, work intensity and other work representations, while there are commonalities in the aspects of high sense of morality, low pay, rich work content, etc., and this paper analyzes that the social workers are affected by the influence of other shaping and social identity to produce greater variability within the social work, which results in a more polarized emotional attitudes.
Finally, this paper puts forward a number of recommendations, emphasizing the diversity and dynamics of social work image shaping, and puts forward targeted opinions on shaping content, such as typical and specific publicity; and shaping methods, such as building platforms and further promoting professional festivals, in order to provide support for promoting the development of the social work profession.