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Kudryavtseva M.I. [University as a subject of the mass media communicative space: discursive practices] World of Science. Series: Sociology, Philology, Cultural Studies, 2020, Vol. 11, No. 4. Available at: https://sfk-mn.ru/PDF/51FLSK420.pdf (in Russian).

University as a subject of the mass media communicative space: discursive practices

Kudryavtseva Mariya Igorevna
Southern federal university, Rostov-on-Don, Russia
International institute for interdisciplinary education and ibero-American studies
E-mail: info@sfedu.ru; mia@sfedu.ru
РИНЦ: https://elibrary.ru/author_profile.asp?id=669434

Abstract. The article is devoted to the study of the specifics of discursive practices of the university as a subject of the communicative space of mass media. One of the important tasks of the modern university is the formation of its positive image, which makes it necessary to effectively manage the information field of the university. The Internet space is becoming a priority source of information in the modern world, which provides a leading place in the process of communication between the university and society to the Web site. The article substantiates the thesis on the correlation of discursive practices implemented by the university as a subject of the communicative space of modern mass media with the principles of electronic communications management. The orientation of such discursive practices on engagement with target audiences, which, on the one hand, concentrated around the consumers of educational services are a necessary component of personnel management at both macro level (the University as a whole) and micro level (faculty, Department, etc.), provides a multifunctional Internet communication. The priority functions that the university needs to implement to create its positive image are identified. Unlimited volume of materials without spatial and temporal restrictions, direct appeal to the audience without mediation from the media, economical delivery of information anywhere in the world, technically easy updating of materials-these are the features of the university’s website that allow you to meet the communicative needs of the target audience. Of course, the formation of a positive image of the university is impossible without constant interaction with public authorities, reliability and transparency in informing the public about the activities of the university and achievements in various fields, and the success of the university largely depends on the representability of its digital content.

Keywords: mass media; university; discursive practices; Web site; Internet space

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