The thesis comprehensively researches theoretical and practical bases of creation Ukrainian university image in media, on the basis of quantitative and qualitative characteristics axiological presentation university in the texts of media outlines the means creation Ukrainian university image, presents the model of university education in the Ukrainian media space.
The introduction substantiates the choice of the thesis topic and media for the analysis, defines the object and subject, goal and objectives, as well as the methodological basis and theoretical basis of the research. The scientific problem solved during the research and its novelty were formed, and the theoretical and practical significance of the results was determined.
The complex scientific problem solved in the course of study is the lack of clear mechanisms for creating media image 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 combating negative feedback from consumers of educational services and society as a whole on the activities of universities, the formation university’s authority among students and applicants.
The object of the study is image of higher education institutions of Ukraine in the domestic media.
Subject – means of formation positive and negative image of higher education institutions in media.
The aim – to determine means of creation Ukrainian university image based on quantitative and qualitative characteristics of axiological presentation of higher education institutions in media texts.
The goals of the dissertation correlate with the tasks set:
1. To determine the theoretical basis for study of the process Ukrainian university image formation in the social and communicative space of Ukraine;
2. To trace the range of actual problem higher education presented in the texts and comments of social network users, by identifying markers of positive, negative or neutral attitude to universities;
3. To carry out comparative analysis thematic and axiological variability of texts and comments of social network users;
4. To identify causal relationship between media publications and activation discussions in social networks;
5. To establish the linguistic means of shaping the image of university in media;
6. On basis of the study’s results and the survey’s data to present a model for the creation Ukrainian university image in media.
The methodological basis of the thesis is conditioned by goals and objectives. The approaches used to conduct the study are socio-communicative, informational and systemic. The following methods are used in the thesis: analysis, comparative and contextual analysis, inductive, classification, survey, generalization, descriptive.
Research obtained results of the study:
- the role of media in the process of creation Ukrainian university image and higher education in general was determined;
- the image of the Ukrainian university, available in the minds of consumers of educational services was found out;
- the means of creating a positive and negative university’s image in media have been identified;
- the factors influencing the negativization of the university’s image in social networks were determined;
- a practical model of creation Ukrainian university image in media was formed.
Keywords: image, image, brand, university media, corporate media, social networks, Internet users, communication platforms, communication strategies, means of image creation, media image model, social communications, mass communications, society.
