Parameters of effective university communication in the digital space

due to the transformation of the traditional understanding of the university as an educational space, effective communication strategies are needed to be formed. The paper attempts to describe the system-forming communication strategies of a modern university which are identified using the developed model of effective university communication. This model includes actors, their goals and objectives, ‘university-audience’ interaction, strategic management and the management system. Based on the communication strategies proposed by O.S. Issers, the following university communication strategies were considered in detail: informing, persuasion, self-presentation, illustration. The study describes the means of representation of these communication strategies which are presented as lexemes, collocations and phrases. These lexical means were identified from paragraphs of the Program of Development of University of Tyumen for 2025-2036 and popular news sites 72.ru / RT on university's achievements for 2023-2025. This paper can be applied in a number of spheres due to the comprehensive strategic and linguistic analysis of the means of representation of the university's communicative strategies. For instance, in corpus linguistic studies related to the analysis of professional vocabulary; in marketing to form the image of the university and promote the university; in educational disciplines on the development of communicative competencies of students.

university, higher education institution, communication strategies, communication, interaction, model of communication, program of development, vocabulary