Характеристики сообщений вузов в коммуникации с абитуриентами

The types of university communications and the interest of applicants in them are investigated. It is based on the analysis of the Internet survey conducted by the author in the summer of 2023 for applicants to Nizhny Novgorod universities. The interdependence between the style of message texts and their attractiveness to applicants is considered; a hierarchy, according to the target audience, of the university's message signs is proposed. The author has designed the process of receiving a message from an applicant from a university and explain the specifics of these communication processes due to the influence of increased competitiveness of universities for the attention of applicants and the intergenerational gap between university staff and future students, which provides a basis for studying the values of representatives of generation Z. Characteristics of representatives of the younger generation are given, the understanding of «clip thinking» and its influence will be revealed for the receipt and processing of information from the university in the Internet space. Depending on the types of messages that are of interest to future students, the author proposes a typologization of applicants. The multidimensional scaling method used by the author will allow us to identify 4 types of applicants who pay attention to different types of messages from the university, which leads them to different degrees of readiness for admission and the choice of their future profession.