Abstract
Introduction. The requirement to use new approaches and methods to increase the prestige of the university in society, the formation of its favorable image among students and entrants, and, as a result – increase the number of potential students. Among such methods is the creation of a positive media image of the university in society. Relevance of the study. The urgency of the study is due to the lack of clear mechanisms for creating a media image of the Ukrainian institution of higher education. The consequence of this problem is the difficulty in building a positive image of the university and higher education in general, in forming the authority of the university among students. Methodology. In order to separate materials about the university from the total amount of content, contextual analysis was used. The content was analyzed using the monitoring method. Inductive, comparative, descriptive and generalization methods was used to outline current problems of higher education, identified on the basis of analysis of texts of publications. Results. The analysis showed that the percentage of positive materials in the media is 26%, while negative – 45%. Therefore, in this paper the means of negativeizing the image of the university are investigated in more detail. Therefore, the following means of negativeizing the image of the university in the media were identified: detailed coverage of the problems of higher education; comparison of Ukrainian universities and higher education in general with foreign ones in a negative context; coverage of educational news through the prism of politics and other. Conclusions. As a result of the analysis, for the first time, the means of creating the image of the university in the all-Ukrainian media were singled out. The obtained conclusions are an impetus for the study of relevant tools in university media and social networks, the global image of domestic universities in Ukraine and the world.
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