ATTRACTING FOREIGN STUDENTS TO RUSSIAN UNIVERSITIES:EFFECTIVE STRATEGIES OF VERBAL AND NON-VERBAL INFLUENCE

The article presents an analysis of the key trends in the study of university attractiveness, as reflected in the media landscape over the past decade. The focus is on Russian higher education institutions in the global educa tion market, which employ a range of media strategies to attract international students. The modern world is characterized by globalization and internationalization, which has led to an increase in the number of foreign students seeking higher education opportunities outside their country of origin. International students select higher education institutions not only on the basis of their academic reputation, but also on the extent to which the university creates conducive conditions for learning and integration of international students. Social networks, official websites of educational organizations and other information channels act as the primary source of information about the university. In order to maintain competitiveness in the international education market, universities must utilize a variety of media techniques to attract the attention of international students on these media platforms. In light of the evolving global landscape, higher education institutions in the Russian Federation are broadening their pool of prospective students, redirecting their attention to Asian countries (China and India), and engaging more with students from post-Soviet states. To achieve this objective, a comprehensive examination of the content of university social media, websites, and other information platforms is essential to identify the pragmatic potential of linguistic units that influence the formation of a certain perception of a higher education institution. This research examines the verbal and non-verbal elements of media texts designed to attract international students and facilitate international collaboration.