THE IMAGE OF THE UNIVERSITY IN THE DISCOURSE OF THE GLOBAL NETWORK: REPRESENTATION AND RECEPTION
Article is devoted to the analysis of a problem of representation and reception of image of modern Russian higher education institution in a cyberspace. The phenomenon of image of higher education institution is considered in a foreshortening of discursive approach. In article it is emphasized that in the situation which developed in modern education relevance of studying of image of higher education institution is defined by the whole complex of factors. On the one hand, the author pays attention to a role of the information and education environment in life of modern higher education institution. On the other hand, in article marketing aspects of management of image of higher education institution in an Internet discourse are considered. The author gives some results of empirical researches, in particular, results of sociological poll of students of Omsk state medical university. Besides, in research the analysis of standard and legal base of the Russian Federation and some tendencies in the Russian society and the Russian education system which allows to draw some conclusions on the declared problem is carried out. In particular, the conclusion that the Internet discourse role in behavior of the consumer at a choice of educational services can´t be absolutized is drawn. Demand for educational services is caused by the diverse and multiple-factor context including a difficult complex the discursive and the non- discursive of factors. However this conclusion doesn´t level the Internet discourse role in behavior of the consumer of educational services at all.