ЦИФРОВОЙ ИМИДЖ ВУЗА В СОЦИАЛЬНЫХ СЕТЯХ: ПОСТАНОВКА ПРОБЛЕМЫ
Аннотация
В статье определены отличия цифрового имиджа от медийного имиджа. Приведены особенности цифрового имиджа вуза. Даны различия полимодальных, мультимедийных и поликодовых текстов. Обоснован выбор в пользу поликодовых текстов. Обозначены коммуникативные стратегии, реализуемые вузом в социальных сетях, и дискурсивное разнообразие, характерное для коммуникаций вуза.
Скачивания
Данные скачивания пока не доступны.
Литература
1. Altukhova, T. V. (2012). Socialnaya kompyuternaya set “VKontakte” : zhanrovaya harakteristika [Social computer network “VKontakte” : genre characterization]. Vestnik KemGU [Bulletin of Kemerovo State University], 4 (52), v. 3, pp. 21–25 (in Russ.).
2. Akhrenova, N. A. (2016). Internet-lingvistika : novaya paradigma v opisanii yazyka interneta [Internet-linguistics: a new paradigm of the description of a language]. Vestnik Moskovskogo gosudarstvennogo oblastnogo universiteta. Seriya: Lingvistika [Bulletin of Moscow State Region University. Series: Linguistics], 3, pp. 8–14 (in Russ.).
3. Ahrenova, N. A. (2013). Teoreticheskie osnovy internet-lingvistiki [Theory of Internet-linguistics]. Filologicheskie nauki. Voprosy teorii i praktiki [Philological sciences. Issues of theory and practice], 10 (28), pp. 22–26 (in Russ.).
4. Vasyukov, I. L. & Volkov A. N. (2004). Delovaya reputatsiya i imidzh vuza kak uslovie i rezul'tat kachestvennogo obrazovaniya [Business reputation and university image as the condition and result of high-quality education]. Proza.ru, available at: www.proza.ru/2004/12/22-194 (accessed: 07.03.2021) (in Russ.).
5. Goroshko, E. I. & Pavlova L. V. (2015). Lingvistika novyh medij kak odin iz vyzovov [Linguistics of new media as a question]. Voprosy psiholingvistiki [Issues of psycholinguistics], 24, pp. 43–54 (in Russ.).
6. Gureeva, A. N. (2015). Socialnye seti kak mediakommunikacionnyj resurs upravleniya imidzhem rossijskogo vuza [Social Networks as a Media Communication Resource for Managing the Image of a Russian Higher Education Institution]. Mediascope, 1, available at: http://www.mediascope.ru/1674#6 (accessed: 05.03.2021) (in Russ.).
7. Dvinina, S. Yu. (2020). Teoreticheskie predposylki izucheniya cifrovogo imidzha vuza v lingvopragmaticheskom aspekte [Theoretical background of university digital image: linguistic and pragmatic approach]. MEDIAObrazovanie: media kak totalnaya povsednevnost. Materialy V Mezhdunarodnoj nauchnoj konferencii [MEDIAEducation : media as total routine. Proceedings of 5th international scientific conference], ed. A. A. Morozova, pp. 48–54 (in Russ.).
8. Dobrosklonskaya, T. G. (2008). Medialingvistika: sistemnyj podhod k izucheniyu yazyka SMI: sovremennaya anglijskaya mediarech' : ucheb. posobie [Media linguistics : systematic approach to the study of the Media language : contemporary English Media speech]. Moscow, Flinta, Nauka Publ (in Russ.).
9. Kalyuzhnaya, E. G. & Popova O. I. (2019). Imidzh goroda v kontekste cifrovoj kultury : ot obraza k mediaimidzhu [City image in digital culture : from an image to the mediaimage]. Zhurnalistskij tekst v novoj tekhnologicheskoj srede : dostizheniya i problemy. Sbornik materialov III konferencii PMMIS [Journalistic text in a new technological media : achievements and problems. Proceedingsof 3rd conference Post massmedia in the modern informational society], ed. M. V. Zagidullina, pp. 140–142 (in Russ.).
10. Karpoyan, S. M. (2015). Funkcii kommentariya na razlichnyh kommunikativnyh platformah socialnyh setej [Commentary functions in various social networks]. Gumanitarnye, socialno-ekonomicheskie i obshchestvennye nauki [Humanitarian, socio-economic and social sciences], 11-2, pp. 242–245 (in Russ.).
11. Kuzheleva Sagan, I. P. (2011). Cifrovoj imidzh [Digital image]. Upravlenie Internet-proektami [Managing Internet projects], Tomsk (in Russ.).
12. Nekrasova, E. D. (2014). K voprosu o vospriyatii polimodalnyh tekstov [On multimodal perception of the text (a psycholinguistic experiment)]. Vestnik Tomskogo gosudarstvennogo universiteta [Bulletin of Tomsk state university], 378, pp. 45–48 (in Russ.).
13. Pavlov, S. N. (2011). Upravlenie informatsiey i obshchestvennymi svyazyami dlya sozdaniya effektivnogo imidzha vuza [Managing information and public relations to create a successful university image]. Academy of Sciences Publ, available at: http://www.monographies.ru/130 (accessed: 09.03.2021) (in Russ.).
14. Ovchinnikova, O. (2015). Enciklopediya pro zhizn : Mozg na 100%. Intellekt. Pamyat. Kreativ. Intuiciya [Encyclopedia aboutlife : Brains for 100%. Intellect. Memory. Creativity. Intuition], Moscow : EKSMO Publ (in Russ.).
15. Simbirceva, N. A. (2019). Multimedijnyj tekst i alternativnye kommunikativnye praktiki [Mulmedia text and alternative communicative practice]. Izvestiya Uralskogo federalnogo universiteta. Seriya 1: Problemy obrazovaniya, nauki i kultury [Bulletin of Ural federal university, Series 1: Issues of education, science and culture], V. 25, 1 (183), pp. 88–98 (in Russ.).
16. Solganik, G. Ya. (2005). K opredeleniyu ponyatij “tekst” i “mediatekst” [Defining concepts “text” and “mediatext”]. Vestnik Moskovskogo universiteta. Seriya 10. Zhurnalistika [Bulletin of Moscow University. Series 10. Journalistics], 2, pp. 7–16 (in Russ.).
17. Spicheva, D. I. (2013). Faktory effektivnosti cifrovogo imidzha kak socialno-tekhnologicheskogo fenomena [Effectiveness factors of digital image as social and technological phenomenon]. Istoricheskie, filosofskie, politicheskie i yuridicheskie nauki, kulturologiya i iskusstvovedenie. Voprosy teorii i praktiki [Historical, philosophical, political, juridical sciences. Issues of theory and practice], 8-2 (34), pp. 175–178 (in Russ.).
18. Feshchenko, A. V. (2011). Socialnye seti v obrazovanii: analiz opyta i perspektivy razvitiya [Social networks in education: experience and development perspectives], available at: http://ido.tsu.ru/files/pub2011/19_Feschenko.pdf (accessed: 09.03.2021) (in Russ.).
19. Crystal, D. (2011). Internet Linguistics: A Student Guide. London – New York : Routledge Taylor & Francis Group.
2. Akhrenova, N. A. (2016). Internet-lingvistika : novaya paradigma v opisanii yazyka interneta [Internet-linguistics: a new paradigm of the description of a language]. Vestnik Moskovskogo gosudarstvennogo oblastnogo universiteta. Seriya: Lingvistika [Bulletin of Moscow State Region University. Series: Linguistics], 3, pp. 8–14 (in Russ.).
3. Ahrenova, N. A. (2013). Teoreticheskie osnovy internet-lingvistiki [Theory of Internet-linguistics]. Filologicheskie nauki. Voprosy teorii i praktiki [Philological sciences. Issues of theory and practice], 10 (28), pp. 22–26 (in Russ.).
4. Vasyukov, I. L. & Volkov A. N. (2004). Delovaya reputatsiya i imidzh vuza kak uslovie i rezul'tat kachestvennogo obrazovaniya [Business reputation and university image as the condition and result of high-quality education]. Proza.ru, available at: www.proza.ru/2004/12/22-194 (accessed: 07.03.2021) (in Russ.).
5. Goroshko, E. I. & Pavlova L. V. (2015). Lingvistika novyh medij kak odin iz vyzovov [Linguistics of new media as a question]. Voprosy psiholingvistiki [Issues of psycholinguistics], 24, pp. 43–54 (in Russ.).
6. Gureeva, A. N. (2015). Socialnye seti kak mediakommunikacionnyj resurs upravleniya imidzhem rossijskogo vuza [Social Networks as a Media Communication Resource for Managing the Image of a Russian Higher Education Institution]. Mediascope, 1, available at: http://www.mediascope.ru/1674#6 (accessed: 05.03.2021) (in Russ.).
7. Dvinina, S. Yu. (2020). Teoreticheskie predposylki izucheniya cifrovogo imidzha vuza v lingvopragmaticheskom aspekte [Theoretical background of university digital image: linguistic and pragmatic approach]. MEDIAObrazovanie: media kak totalnaya povsednevnost. Materialy V Mezhdunarodnoj nauchnoj konferencii [MEDIAEducation : media as total routine. Proceedings of 5th international scientific conference], ed. A. A. Morozova, pp. 48–54 (in Russ.).
8. Dobrosklonskaya, T. G. (2008). Medialingvistika: sistemnyj podhod k izucheniyu yazyka SMI: sovremennaya anglijskaya mediarech' : ucheb. posobie [Media linguistics : systematic approach to the study of the Media language : contemporary English Media speech]. Moscow, Flinta, Nauka Publ (in Russ.).
9. Kalyuzhnaya, E. G. & Popova O. I. (2019). Imidzh goroda v kontekste cifrovoj kultury : ot obraza k mediaimidzhu [City image in digital culture : from an image to the mediaimage]. Zhurnalistskij tekst v novoj tekhnologicheskoj srede : dostizheniya i problemy. Sbornik materialov III konferencii PMMIS [Journalistic text in a new technological media : achievements and problems. Proceedingsof 3rd conference Post massmedia in the modern informational society], ed. M. V. Zagidullina, pp. 140–142 (in Russ.).
10. Karpoyan, S. M. (2015). Funkcii kommentariya na razlichnyh kommunikativnyh platformah socialnyh setej [Commentary functions in various social networks]. Gumanitarnye, socialno-ekonomicheskie i obshchestvennye nauki [Humanitarian, socio-economic and social sciences], 11-2, pp. 242–245 (in Russ.).
11. Kuzheleva Sagan, I. P. (2011). Cifrovoj imidzh [Digital image]. Upravlenie Internet-proektami [Managing Internet projects], Tomsk (in Russ.).
12. Nekrasova, E. D. (2014). K voprosu o vospriyatii polimodalnyh tekstov [On multimodal perception of the text (a psycholinguistic experiment)]. Vestnik Tomskogo gosudarstvennogo universiteta [Bulletin of Tomsk state university], 378, pp. 45–48 (in Russ.).
13. Pavlov, S. N. (2011). Upravlenie informatsiey i obshchestvennymi svyazyami dlya sozdaniya effektivnogo imidzha vuza [Managing information and public relations to create a successful university image]. Academy of Sciences Publ, available at: http://www.monographies.ru/130 (accessed: 09.03.2021) (in Russ.).
14. Ovchinnikova, O. (2015). Enciklopediya pro zhizn : Mozg na 100%. Intellekt. Pamyat. Kreativ. Intuiciya [Encyclopedia aboutlife : Brains for 100%. Intellect. Memory. Creativity. Intuition], Moscow : EKSMO Publ (in Russ.).
15. Simbirceva, N. A. (2019). Multimedijnyj tekst i alternativnye kommunikativnye praktiki [Mulmedia text and alternative communicative practice]. Izvestiya Uralskogo federalnogo universiteta. Seriya 1: Problemy obrazovaniya, nauki i kultury [Bulletin of Ural federal university, Series 1: Issues of education, science and culture], V. 25, 1 (183), pp. 88–98 (in Russ.).
16. Solganik, G. Ya. (2005). K opredeleniyu ponyatij “tekst” i “mediatekst” [Defining concepts “text” and “mediatext”]. Vestnik Moskovskogo universiteta. Seriya 10. Zhurnalistika [Bulletin of Moscow University. Series 10. Journalistics], 2, pp. 7–16 (in Russ.).
17. Spicheva, D. I. (2013). Faktory effektivnosti cifrovogo imidzha kak socialno-tekhnologicheskogo fenomena [Effectiveness factors of digital image as social and technological phenomenon]. Istoricheskie, filosofskie, politicheskie i yuridicheskie nauki, kulturologiya i iskusstvovedenie. Voprosy teorii i praktiki [Historical, philosophical, political, juridical sciences. Issues of theory and practice], 8-2 (34), pp. 175–178 (in Russ.).
18. Feshchenko, A. V. (2011). Socialnye seti v obrazovanii: analiz opyta i perspektivy razvitiya [Social networks in education: experience and development perspectives], available at: http://ido.tsu.ru/files/pub2011/19_Feschenko.pdf (accessed: 09.03.2021) (in Russ.).
19. Crystal, D. (2011). Internet Linguistics: A Student Guide. London – New York : Routledge Taylor & Francis Group.
Опубликована
2021-08-10
Как цитировать
DVININA, Svetlana Yurievna.
ЦИФРОВОЙ ИМИДЖ ВУЗА В СОЦИАЛЬНЫХ СЕТЯХ: ПОСТАНОВКА ПРОБЛЕМЫ.
Знак: проблемное поле медиаобразования, [S.l.], n. 3 (41), p. 7-12, aug. 2021.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/536>. Дата доступа: 15 june 2025
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
цифровой имидж, дискурс, образование, социальная сеть, медиатекст, поликодовый текст
