Формирование имиджа университета средствами корпоративных медиа

Abstract

We define the role of corporate media as a fundamental element of the university’s media and universe in shaping its image. We identify the problem of building the university’s image, which in modern conditions is forced to compete in specialized markets (markets of applicants, labor, reputations, etc.) in a global context. We consider the existing approaches to the interpretation of the category “university’s image”. The image in relation to a higher educational institution in this study is considered as a set of the most striking characteristics of an educational institution that distinguish it from competitors. There are 4 components in the structure of the university’s image: internal image, regional image, national image, international image. The materials of corporate publications of universities in recent years illustrate each of these components of the considered image structure. As examples, we cite materials from corporate publications of NUST MISIS, Tomsk State University, Belgorod State University, Don State Technical University, Derzhavin Tambov State University, etc. Special attention is paid to the international component, which is determined by the process of internationalization of higher education, the strengthening of the international dimension of the activities of universities.