СУЩНОСТЬ ЦИФРОВОГО ИМИДЖА ОБРАЗОВАТЕЛЬНОЙ ОРГАНИЗАЦИИ

Abstract

Interest in studying the development of the digital image of an educational organization as a psychological and pedagogical problem is growing in the context of the digital transformation of education in Russia. In its understanding, the image plays a very important role in attracting the attention of an audience focused on the consumption of services to a particular object. Education is also one of the most important human activities in which educational services are consumed at various levels. The attractiveness and need for a particular educational service depends directly on the positive image of an educational organization, including in the digital environment. In modern science and in practical image-making, there are a lot of works related to the issue of image, which allows us to explore the phenomenon of a digital image from the standpoint of its content and structure (species, functional, component, level characteristics. Also, as part of the study of the phenomenon of the digital image, the following definition of the content of the image should be singled out, which means that the image is holistic and consistent, the conditions for implementation are also taken into account here, and those individual features that are present do not contradict each other. The systemic nature of the image allows one visible feature to evoke accompanying characteristics in the mass consciousness. image is the positioning of an organization or a person, created using certain digital technologies, implemented on various media online or offline. At the same time, far from any image, text, etc. is a digital image, it is a whole set of techniques that are aimed at fulfilling a specific goal — to broadcast to others in digital form a certain message, a message. Understanding the effectiveness factors of the influence of the digital image on the behavior and consciousness of the target audience expands the understanding of the managerial resources of this phenomenon. The results of the study can be useful for drawing attention to the problem of using a digital image to manipulate the behavior and consciousness of the target audience, which will allow its members to become less controllable and programmable and help resist mass manipulations carried out by the basic subjects of image communication in the era of new media.