Бренд-журналистика и практика продвижения образовательных услуг вуза
Аннотация
Статья посвящена изучению практики использования бренд-журналистики как одного из основных методов продвижения высшего учебного заведения на рынке образовательных услуг. Приведена обширная теоретическая база, обосновывающая адекватность применения бренд-журналистики в целях презентации образовательных возможностей вуза.
В статье дается определение бренд-журналистики, показаны её особенности, на примере регулярной практики Уральского федерального университета рассматриваются особенности и преимущества продвижения университетского бренда и образовательных услуг в социальных сетях. Анализируются основные стратегии использования возможностей бренд-журналистики для презентации образовательных услуг вуза широкой российской и зарубежной общественности. На основе анализа выделены и обоснованы причины, по которым университет активно и плодотворно использует бренд-журналистику в своей повседневной деятельности по продвижению образовательных услуг.
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Литература
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2. Bogdanov, V. (2014). Brend-zhurnalistika − novyj SMM [Brand Journalism − the new SMM]. Cossa, available at: http://www.cossa.ru/152/86090/ (accessed: 22.01.22) (In Russ.).
3. Gureeva, A. N. (2016). Mediakommunikacionnaja praktika rossijskih vuzov v novyh media: social'nye seti [Media communication practice of Russian universities in new media: social networks]. Mediaskop [Mediascope], available at: http://www.mediascope.ru/node/2150 (accessed: 23.01.22) (In Russ.).
4. Kachestvo priema v rossijskie vuzy (2021). [Quality of admission to Russian universities]. Oficial'nyj sajt NIU VShJe [Official website of the Higher School of Economics], available at: http://www.mediascope.ru/node/2150 (accessed: 1.03.22) (In Russ.).
5. Korochenskij, A. P. (2014). Gibridizacija zhurnalistiki i piara (piarnalistika): priznaki i kognitivnye jeffekty [Hybridization of journalism and PR (PR): signs and cognitive effects]. Diskurs sovremennyh mass-media v perspektive teorii, social'noj praktiki i obrazovanija : sb. nauch. rabot I mezhdunar. nauch.-prakt. konf. Belgorod [Discourse of modern mass media in the perspective of theory, social practice and education: sat. scientific. Works I International Scientific-Practical conf. Belgorod], pp. 63–67. (In Russ.).
6. Korochensky, A. P. (2008). Redukcija kognitivnoj funkcii zhurnalistiki pod vlijaniem kommercheskih kommunikacionnyh mediastrategij [Reduction of the cognitive function of journalism under the influence of commercial communication media strategies]. Medijnye strategii sovremennogo mira [Media strategies of the modern world]. Krasnodar, pp. 34–37. (In Russ.).
7. Kokhanov, E. F. (2006). PR i zhurnalistika: obshhee i razlichnoe [PR and journalism: general and various]. Vestnik VGU. Ser.: Filologija. Zhurnalistika [Vestnik VSU. Ser.: Philology. Journalism], 2, pp. 181–184. (In Russ.).
8. Miloslavskaja, Z. A. (2017). PR-zhurnalistika kak produkt gibridizacii zhurnalistskogo i PR-teksta [PR-journalism as a product of hybridization of journalistic and PR-text]. Prepodavatel'. XXI vek [Teacher. XXI century], 2. Pаrt 2, pp. 377–388. (In Russ.).
9. Minobrnauki Rossii predstavilo rejting medijnoj aktivnosti vysshih uchebnyh zavedenij za avgust 2021 goda (2021). [The Ministry of Education and Science of Russia presented a rating of the media activity of higher educational institutions in August 2021.] Oficial'nyj sajt Minobrnauki Rossii [Official website of the Ministry of Education and Science of Russia], available at: https://minobrnauki.gov.ru/press-center/news/?ELEMENT_ID=40029 (accessed: on 01.03.22) (In Russ.).
10. Naumenko, A. A. (2018). Brend-zhurnalistika: konkurent tradicionnym media? [Brand journalism: a competitor to traditional media?]. Zhurnalіstyka-2018: stan, prablemy і perspektyvy : Materyyaly 20-y Mіzhnarodnay navukova-praktychnay kanferentsyі, Mіnsk, 15–16 noyabrya 2018 goda / Otvetstvennyy redaktor V. M. Samusevіch [Journalism-2018: camp, problems and prospects: Materials of the 20th International Scientific and Practical Conference, Minsk, November 15–16, 2018 / Editor-in-chief V. M. Samusevich]. Belorusskij gosudarstvennyj universitet [Belarusian State University], pp. 237–240. (In Russ.).
11. Paramonova, T. A. (2017). Kross-kommunikativnoe vzaimodejstvie zhurnalistiki, reklamy i PR v reklamno-informacionnyh SMI (na materiale special'nyh proektov zhurnala «Pervyj» [Cross-communicative interaction of journalism, advertising and PR in advertising and information media (based on the material of special projects of the journal "First]. Vestnik Cheljabinskogo gosudarstvennogo universiteta. Filologicheskie nauki [Bulletin of Chelyabinsk State University. Philological sciences.], 3 (399). Vyp. 105, pp. 82–90. (In Russ.).
12. Pugachev, V. A. (2020). Zhurnalistika i PR: tochki soprikosnovenija i protivorechija [Journalism and PR: common ground and contradictions]. Professional'naya kul'tura zhurnalista v epokhu sotsial'nykh i tekhnologicheskikh transformatsiy mediasfery: sbornik materialov Vserossiyskoy nauchno-prakticheskoy konferentsii s mezhdunarodnym uchastiem (Ekaterinburg, 23–24 aprelya 2020 g.) [Professional culture of a journalist in the era of social and technological transformations of the media sphere: collection of materials of the All-Russian scientific and practical conference with international participation (Yekaterinburg, April 23-24, 2020)]. Ekaterinburg: Izd-vo Ural. un-ta [Yekaterinburg: Publishing House of the Urals. un-ta], pp. 32–34. (in Russ.).
13. Sokolova, Yu. (2021). Digital 2021: glavnaja statistika po Rossii i vsemu miru [Digital 2021: the main statistics for Russia and the whole world]. Ex Libris, available at: https://exlibris.ru/news/digital-2021-glavnaya-statistika-po-rossii-i-vsemu-miru/ (accessed: on: 26.06.22). (In Russ.).
14. Test-drajv v Ural'skom federal'nom [Test drive in the Ural Federal University]. Oficial'nyj sajt Ural'skogo federal'nogo universiteta [The official website of the Ural Federal University], available at: https://testdrive.urfu.ru (accessed: 26.01.22). (in Russ.).
15. Fayustov, A. V. (2021). Sozdanie i razvitie brenda federal'nogo universiteta v uslovijah mediatizacii nauki i obrazovanija: na primere Ural'skogo federal'nogo universiteta [The creation and development of the brand of the federal university in the context of the mediatization of science and education: on the example of the Ural Federal University], dis.... cand. phil. sciences, Voronezh, 225 p. (in Russ.).
16. Chernousov, I. (2021). Analitiki nazvali samye populjarnye socseti v Rossii [Analysts named the most popular social networks in Russia]. Rossijskaja gazeta [Russian newspaper], available at: https://rg.ru/2021/12/08/analitiki-nazvali-samye-populiarnye-socseti-v-rossii.html (accessed: 7.02.22). (In Russ.).
17. Jarnyh, V. I. (2018). Korporativnye media kak instrument kommunikacij v global'nom mediaprostranstve [Corporate media as a communication tool in the global media space]. Vestnik RGGU. Serija «Literaturovedenie. Jazykoznanie. Kul'turologija» [Bulletin of the Russian State Humanitarian University. Series «Literary criticism. Linguistics. Cultural studies»], 1, pp. 75–80. (In Russ.).
18. Mediascope: internetom v Rossii pol'zujutsja 80% naselenija starshe 12 let (2022). [Mediascope: 80% of the population over 12 years old use the Internet in Russia], available at: https://mediascope.net/news/1460058/ (accessed: on 01.03.22) (in Russ.).
Опубликована
2022-07-30
Как цитировать
АМИРОВ, Валерий Михайлович; ИВАНОВА, Полина Григорьевна.
Бренд-журналистика и практика продвижения образовательных услуг вуза.
Знак: проблемное поле медиаобразования, [S.l.], n. 3 (45), p. 64-72, july 2022.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/1446>. Дата доступа: 27 july 2024
doi: https://doi.org/10.47475/2070-0695-2022-10307.
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
бренд-журналистика, брендинг, продвижение, университет, социальные сети
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