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Abstract

The article focuses on the exceptional importance of university professor�s scientific image as a factor in gaining loyalty from the student audience. The emphasis is on the dependence of the pole of modality of university professor�s scientific image on the degree and specificity of awareness of target audience, as well as on its direct correlation with the dominant image of science in national and international information space. It is specified that the university professor�s scientific image is for the student audience an additional proof that the knowledge, abilities and skills formed in the course of educational cooperation with him are relevant to the economic and cultural needs of modern society. The author was differentiated the concepts of "scientific school", "scientific current" and "scientific direction" and was given the classification of scientific schools into four types: "scientific school � a direction in science"; "scientific school � educational system"; "scientific school � production system"; "scientific school � incubator". There are analyzed prospects for the transformation of temporarily singular basic and applied sciences first into technoscience and later � into megascience on the basis of a synergistic combination of bio-, info-, nano- and cognitive technologies. Perspective directions of improving the university professor�s scientific image are offered: ensuring fast and non-alternative identification of professor in online and offline mode using naming technologies; starting your own scientific school or joining an existing one; positional attraction to technoscience as an organic and mutually beneficial combination of basic and applied science. The inexpediency of using the citation index as a leading parameter of formation of the university professor�s scientific image is proved, because the algorithm of its calculation is not able to solve the problems of self-citation and intentional mutual citation, this algorithm does not take into account the starting points of the theory of diffusion of innovations and it conditionally equates the indicators of "scientific activity of the specialist" and "the scientific significance of his research". Ways to improve the algorithm for calculating the impact factor of a scientific journal and the university professor�s h-index are outlined in the article. Key words: scientific image, professor, university, h-index, scientific school.