Image-Building and Educational Policy of a University in the Context of Broadcasting of Core Values: Media Education Aspect

The authors of the article examine the image policy of three Russian universities in the context of the values broadcast in their video content.The selected videos are those that the universities themselves create and post on their official pages, as well as news videos of local TV channels created with the direct participation of the universities.It is necessary to highlight that the authors of all of the videos are being created by the students or alumni of these universities and have received professional media education.Thusly, the correlation between the value-based representation of narratives about a university with the results of educational and conditioning practices of said university.To avoid fragmentation and excessive complexity, all values included in regulatory Russian documents are divided into five groups according to their semantic content (patriotic service, spiritual and moral development, humanitarian ideals, social responsibility and historical heritage).The values are presented in the video content both explicitly (at the level of the voiceover text) and implicitly (by demonstrating various symbols, artifacts, collective actions and tangible scientific results).Thematically, the content is tied to events, but the display of these events has its own peculiarities in each university.Analyzing the video and audio sequence of the selected material (a total of 269 videos), the authors come to the conclusion that the beyond-eventful, value-based content of the videos is directly related to the image tasks of the university.If the capital's Lomonosov Moscow State University positions itself as a spiritual, moral and scientific benchmark for the entire country, then the other two regional universities, comparable in size, strive to emphasize their patriotic service to the region and their role as drivers of regional development.It is noted that the video content of the regional universities is thematically related to regional features (the richness of the historical past or modern industrial development).At the same time, all three universities have in common in their positioning insufficient attention to the social responsibility value: the content related to the rights, opportunities and successes of students and scientists prevails over demonstrating their responsibilities to society.