Model of Building a Communicative Image of a Higher Education Institution

The article analyzes the key aspects related to the image of a higher education institution (HEI) and proposes a model for building the communicative image of an HEI. The aim of the study is to develop and substantiate a model for constructing the communicative image of a higher education institution. The research objectives are connected with the systematization of the components of the communicative image of an HEI and the subsequent identification of the linguistic means used in the formation of this communicative image. The research methods include general scientific, sociolinguistic, and linguistic methods. The study material consisted of 300 texts published on the websites of Russian higher education institutions. The results of the study indicate the extralinguistic factors that ensure the communicative-pragmatic conditions for the functioning of media content, as well as the lexical-semantic means of describing the parametric characteristics of an HEI, which collectively help to construct a positive image of the educational organization and promote it at the communicative level through various channels.