Features of the formation of the on-screen communicative personality of a higher school teacher

Importance . The development of audiovisual communication channels in the field of higher education pedagogy makes the issue of forming an effective on-screen image of a teacher and scientist relevant. Building a communicative personality according to screen canons becomes especially significant in the field of distance teaching activities. This study aims to identify the most significant parameters of a teacher’s on-screen communicative personality. Materials and Methods . Based on the analysis of the “Open Education” project of Moscow State University named after M.V. Lomonosov, the constant components of a communicative personality transmitted by higher education teachers and ensuring the effectiveness of communication with course students are specified. The research material is audiovisual content of 1540 project programs. The study’s chronological scope is 2023-2024. To achieve the research goals, comparative typological and textological methods, as well as the method of content analysis, are used. Results and Discussion . It is established that the on-screen communicative personality of a higher school teacher’s constant parameters include qualities that develop the status of an expert, namely: the use of dress code standards for a university teacher, exact correspondence of the content of the speech to the stated topic, dominance of the scientific style, pronounced pausing, rich intonation, moderate facial expressions and gestures. Variable attractive parameters include qualities that correlate with the characteristics of network communication: intimate communication, personification, personalisation, game implementation, and a philosophical sense of humour. The qualities that distinguish the communicative personality of a higher school teacher on the screen from the same personality in the audience include a reduction in the frequency of manifestations of the mentoring tone and the absence of edifying elements. Conclusion . The study establishes that effective modelling of an on-screen communicative personality is based on both constant and variable parameters. The former allow the teacher to develop a sense of expertise and compliance with the status of a university teacher, while the latter individualise the learning process.