Vasylenko V. Socio-communication technologies of a higher education institution image formation process in Ukraine.

The present paper is devoted to the problem of applied aspects definition in the use of socio-communication technologies in the implementation process of the Ukrainian higher education institution image model. The present research deals with the socio-communication technologies of a higher education institution image formation process in Ukraine. The paper considers and summarizes theoretical and methodological aspects of the higher education institution image formation process in Ukraine. Author represents the following concepts and points: «image of higher education institution», «effective (positive) image of higher education institution», «external/internal image of higher education institution», «model of HEI image formation. The following types of sources are used for complex analysis of Ukrainian higher education institution image formation by means of socio-communication technologies: legislative acts, internal normative-legal documents of Ukrainian universities (programs, development strategies, concepts, regulations), materials of sociological researches and statistics, content of HEI official websites and rating systems, periodicals, publications in official groups of higher education institutions in media, background materials and materials of international and national conferences and forums (theses and reports). During the research the peculiarities of a positive image of Ukrainian HEI formation by means of socio-communication mutation technologies were identified. The specificity of the use of instrumental support of socio-communication technologies in specific higher education institutions in Ukraine is considered. The basic strategic directions of formation of a positive image of the institution of higher education by means of socio-communication mutation technologies are presented, as well as the expected effect from realization of certain strategic directions. The features of the society's inmutation are characterized. The main types of the inmutation processes are presented. The models of external and internal stimulation during formation of negative image of higher education institution are also considered. Characterization of the inmutation processes in the use of the SCT imbalance in the process of forming the HEI image is presented. Also stages of a strategy to counteract the impact of SCT induction are identified. In the course of the research, the results of the sociological survey of the first year 2018–2019 Bachelor Degree students of Ukrainian higher education institutions in the number of 1 715 persons in order to determine the model, the «ideal» institution of higher education are analyzed. The results are presented as diagrams. The author proposed a model of forming the image of the Ukrainian institution of higher education. The main socio-communication technologies of Web 2.0 in the process of forming the HEI positive image are highlighted and characterized. In the Conclusions, the author proposed the concept of using socio-communication technologies in the process of implementation of the image model of the Ukrainian institution of higher education, which is defined as a set of actions aimed at selecting and organizing the use of tools of image-based social communication technologies, designed for the long term. In the process of research, the necessity of borrowing foreign experience in formulating image strategies is determined and the peculiarities of using promising means of managing the consciousness of the target audience by means of Web 2.0 socio-communication technologies are considered. Key words: image, higher education institution, socio-communication technologies of mutation, socio-communication technologies of inmutation, Web 2.0 technologies.