The article analyzes the key aspects related to the image of a higher education institution (HEI) and proposes a model for building the communicative image of an HEI. The aim of the study is to develop and substantiate a model for constructing the communicative image of a higher education institution. The research objectives are connected with the systematization of the components of the communicative image of an HEI and the subsequent identification of the linguistic means used in the formation of this communicative image. The research methods include general scientific, sociolinguistic, and linguistic methods. The study material consisted of 300 texts published on the websites of Russian higher education institutions. The results of the study indicate the extralinguistic factors that ensure the communicative-pragmatic conditions for the functioning of media content, as well as the lexical-semantic means of describing the parametric characteristics of an HEI, which collectively help to construct a positive image of the educational organization and promote it at the communicative level through various channels.
communicative image of a higher education institution, communicative image model, educational organization, positioning, level of image model, linguistic means
1. Bogdanov E.P. Psihologicheskie osnovy «Pablik rileyshnz» [Tekst] / E.P. Bogdanov, V.N. Zazykin. — 2-e izd. — SPb.: Piter, 2003.
2. Kosareva O.E. Imidzh vuza kak element sistemy marketinga obrazovatel'nyh uslug [Tekst] / O.E. Kosareva // Uchenye zapiski Orlovskogo gosudarstvennogo universiteta. Seriya: Gumanitarnye i social'nye nauki. — 2014. № 1. — S. 63–68. EDN: https://elibrary.ru/STYUWB
3. Koshlyakova M.O. Kommunikativnyy imidzh [Tekst] / M.O. Koshlyakova // Nauchnye issledovaniya i razrabotki. Sovremennaya kommunikativistika. — 2012. — № 1. S. 0-0. — DOI: https://doi.org/10.12737/78 (data obrascheniya:11.01.2025). EDN: https://elibrary.ru/QBMXYN
4. Moiseeva N.K. Sovokupnost' predstavleniy, vyyavlennaya na osnove koncepcii postroeniya sistemy formirovaniya imidzha [Tekst] / N.K. Moiseeva // Marketing i konkurentosposobnost' obrazovatel'nogo uchrezhdeniya. — 1999 . № 5. — S. 78.
5. Panasyuk A.Yu. Formirovanie imidzha: strategiya, psihotehniki, psihotehnologii [Tekst] / A.Yu. Panasyuk. — M.: Omega-L, 2007. — 217 s.
6. Pantyushina O.I. Vospriyatie imidzha vuza studentami negosudarstvennogo i gosudarstvennyh vuzov [Tekst] / O.I. Pantyushina // Vestnik moskovskogo gosudarstvennogo oblastnogo universiteta. Seriya: Psihologicheskie nauki. 2009. — № 4. — S. 154 –164. EDN: https://elibrary.ru/RXLYIV
7. Pantyushina O.I. Formirovanie korporativnogo imidzha vuza. [Tekst] / O.I. Pantyushina // Imidzh kak instrument privlekatel'nosti i konkurentosposobnosti: materialy Shestogo Mezhdunarodnogo simpoziuma po imidzhelogii, Moskva, 19–20 maya 2008 goda / Pod red. E.A. Petrovoy. M.: AIM, 2008. — S. 60.
8. Perelygina E.B. Issledovanie imidzha v rusle PR i social'noy psihologii [Tekst] / E. B. Perelygina // Sovetnik. — 2003. — № 7. — S. 50.
9. Pogorelova O.A. Vozdeystvie internet-tehnologiy na kachestvo obrazovaniya kak osnovnuyu sostavlyayuschuyu imidzha vysshego uchebnogo zavedeniya [Tekst] / O.A. Pogorelova // Vestnik KASU. Vypusk: Pedagogika i obrazovatel'nye tehnologii. — 2011. — № 1. — S. 165–171.
10. Tabiturient: tipichnyy abiturient: sayt / uchreditel' IP Belyy Vladislav Igorevich. Balashiha, 2014. Obnovlyaetsya v techenie sutok. URL: https://tabiturient.ru
11. Toboeva Z.A. Podhody k opredeleniyu i strukture imidzha [Tekst] / Z.A. Toboeva // E-Scio. — 2019. — № 10. S. 344–347. EDN: https://elibrary.ru/ZFNKSO
12. Tomilova T.M. Model' imidzha organizacii [Tekst] / T.M. Tomilova // Marketing v Rossii i za rubezhom. 1998. — № 1. — S. 12.
13. Universitet ITMO: ofic. cayt. Sankt-Peterburg. Obnovlyaetsya v techenie sutok. — URL: https://itmo.ru (data obrascheniya: 20.01.2025)
14. Universitet nauki i tehnologiy MISIS: ofic. cayt. Moskva. Obnovlyaetsya v techenie sutok. URL: https://misis. ru (data obrascheniya: 20.01.2025)
15. Hohlova S.N. O sootnoshenii ponyatiy imidzh i obraz [Tekst] / S.N. Hohlova // Intellektual'nyy potencial XXI veka. — 2019. — № 6. — S. 120.
16. Chernikova E.K. Faktory formirovaniya polozhitel'nogo imidzha vuza [Tekst] / E.K. Chernikova // Sbornik materialov VI Mezhdunarodnoy nauchno-prakticheskiy konferencii, posvyaschennoy Dnyu kosmonavtiki «Aktual'nye problemy aviacii i kosmonavtiki». — 2020. — T. 3. — S. 109–111. EDN: https://elibrary.ru/YUNNUU
17. Shepel' V.M. Imidzhelogiya. Kak nravit'sya lyudyam [Tekst] / V.M. Shepel'. — M.: Narodnoe obrazovanie, 2002. — 576 s.
18. Yumatova D.I. Vnutrenniy i vneshniy imidzh universiteta [Tekst] / D.I. Yumatova // Sbornik materialov po rezul'tatam nauchno-prakticheskoy konferencii «Strategicheskie kommunikacii v sovremennom mire». — 2019. T. 2. — S. 184–188. EDN: https://elibrary.ru/VJHIWN
