University digital image: defining the problem
DOI:
https://doi.org/10.47475/2070-0695-2021-10301Keywords:
digital image, discourse, education, social network, media text, creolized textAbstract
The study provides the theoretical background on the issues of a comparatively new concept of “digital image”. The article distinguishes a digital image from a media image. The work dwells on peculiarities of university digital image and shows the unique character of the sphere of higher education. It emphasizes the factor of interactivity as the most important one for the digital image. The author proposes Internet-linguistics as an appropriate scientific branch to investigate the problem. The research differentiates polymodal texts, multimedia texts and creolized (polycode) texts. The choice of the latter ones is justified. The article defines communicative strategies, which are realized by a university, and the variety of discourses, which is highly typical for university communication. The work shows the opportunities of social networks to manage university digital image. It suggests continuing the study in the social network “VKontakte” with the accent on the regional component – the Chelyabinsk region.
References
Altukhova, T. V. (2012). Socialnaya kompyuternaya set “VKontakte” : zhanrovaya harakteristika [Social computer network “VKontakte” : genre characterization]. Vestnik KemGU [Bulletin of Kemerovo State University], 4 (52), v. 3, pp. 21–25 (in Russ.).
Akhrenova, N. A. (2016). Internet-lingvistika : novaya paradigma v opisanii yazyka interneta [Internet-linguistics: a new paradigm of the description of a language]. Vestnik Moskovskogo gosudarstvennogo oblastnogo universiteta. Seriya: Lingvistika [Bulletin of Moscow State Region University. Series: Linguistics], 3, pp. 8–14 (in Russ.).
Ahrenova, N. A. (2013). Teoreticheskie osnovy internet-lingvistiki [Theory of Internet-linguistics]. Filologicheskie nauki. Voprosy teorii i praktiki [Philological sciences. Issues of theory and practice], 10 (28), pp. 22–26 (in Russ.).
Vasyukov, I. L. & Volkov A. N. (2004). Delovaya reputatsiya i imidzh vuza kak uslovie i rezul'tat kachestvennogo obrazovaniya [Business reputation and university image as the condition and result of high-quality education]. Proza.ru, available at: www.proza.ru/2004/12/22-194 (accessed: 07.03.2021) (in Russ.).
Goroshko, E. I. & Pavlova L. V. (2015). Lingvistika novyh medij kak odin iz vyzovov [Linguistics of new media as a question]. Voprosy psiholingvistiki [Issues of psycholinguistics], 24, pp. 43–54 (in Russ.).
Gureeva, A. N. (2015). Socialnye seti kak mediakommunikacionnyj resurs upravleniya imidzhem rossijskogo vuza [Social Networks as a Media Communication Resource for Managing the Image of a Russian Higher Education Institution]. Mediascope, 1, available at: http://www.mediascope.ru/1674#6 (accessed: 05.03.2021) (in Russ.).
Dvinina, S. Yu. (2020). Teoreticheskie predposylki izucheniya cifrovogo imidzha vuza v lingvopragmaticheskom aspekte [Theoretical background of university digital image: linguistic and pragmatic approach]. MEDIAObrazovanie: media kak totalnaya povsednevnost. Materialy V Mezhdunarodnoj nauchnoj konferencii [MEDIAEducation : media as total routine. Proceedings of 5th international scientific conference], ed. A. A. Morozova, pp. 48–54 (in Russ.).
Dobrosklonskaya, T. G. (2008). Medialingvistika: sistemnyj podhod k izucheniyu yazyka SMI: sovremennaya anglijskaya mediarech' : ucheb. posobie [Media linguistics : systematic approach to the study of the Media language : contemporary English Media speech]. Moscow, Flinta, Nauka Publ (in Russ.).
Kalyuzhnaya, E. G. & Popova O. I. (2019). Imidzh goroda v kontekste cifrovoj kultury : ot obraza k mediaimidzhu [City image in digital culture : from an image to the mediaimage]. Zhurnalistskij tekst v novoj tekhnologicheskoj srede : dostizheniya i problemy. Sbornik materialov III konferencii PMMIS [Journalistic text in a new technological media : achievements and problems. Proceedingsof 3rd conference Post massmedia in the modern informational society], ed. M. V. Zagidullina, pp. 140–142 (in Russ.).
Karpoyan, S. M. (2015). Funkcii kommentariya na razlichnyh kommunikativnyh platformah socialnyh setej [Commentary functions in various social networks]. Gumanitarnye, socialno-ekonomicheskie i obshchestvennye nauki [Humanitarian, socio-economic and social sciences], 11-2, pp. 242–245 (in Russ.).
Kuzheleva Sagan, I. P. (2011). Cifrovoj imidzh [Digital image]. Upravlenie Internet-proektami [Managing Internet projects], Tomsk (in Russ.).
Nekrasova, E. D. (2014). K voprosu o vospriyatii polimodalnyh tekstov [On multimodal perception of the text (a psycholinguistic experiment)]. Vestnik Tomskogo gosudarstvennogo universiteta [Bulletin of Tomsk state university], 378, pp. 45–48 (in Russ.).
Pavlov, S. N. (2011). Upravlenie informatsiey i obshchestvennymi svyazyami dlya sozdaniya effektivnogo imidzha vuza [Managing information and public relations to create a successful university image]. Academy of Sciences Publ, available at: http://www.monographies.ru/130 (accessed: 09.03.2021) (in Russ.).
Ovchinnikova, O. (2015). Enciklopediya pro zhizn : Mozg na 100%. Intellekt. Pamyat. Kreativ. Intuiciya [Encyclopedia aboutlife : Brains for 100%. Intellect. Memory. Creativity. Intuition], Moscow : EKSMO Publ (in Russ.).
Simbirceva, N. A. (2019). Multimedijnyj tekst i alternativnye kommunikativnye praktiki [Mulmedia text and alternative communicative practice]. Izvestiya Uralskogo federalnogo universiteta. Seriya 1: Problemy obrazovaniya, nauki i kultury [Bulletin of Ural federal university, Series 1: Issues of education, science and culture], V. 25, 1 (183), pp. 88–98 (in Russ.).
Solganik, G. Ya. (2005). K opredeleniyu ponyatij “tekst” i “mediatekst” [Defining concepts “text” and “mediatext”]. Vestnik Moskovskogo universiteta. Seriya 10. Zhurnalistika [Bulletin of Moscow University. Series 10. Journalistics], 2, pp. 7–16 (in Russ.).
Spicheva, D. I. (2013). Faktory effektivnosti cifrovogo imidzha kak socialno-tekhnologicheskogo fenomena [Effectiveness factors of digital image as social and technological phenomenon]. Istoricheskie, filosofskie, politicheskie i yuridicheskie nauki, kulturologiya i iskusstvovedenie. Voprosy teorii i praktiki [Historical, philosophical, political, juridical sciences. Issues of theory and practice], 8-2 (34), pp. 175–178 (in Russ.).
Feshchenko, A. V. (2011). Socialnye seti v obrazovanii: analiz opyta i perspektivy razvitiya [Social networks in education: experience and development perspectives], available at: http://ido.tsu.ru/files/pub2011/19_Feschenko.pdf (accessed: 09.03.2021) (in Russ.).
Crystal, D. (2011). Internet Linguistics: A Student Guide. London – New York : Routledge Taylor & Francis Group.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Светлана Двинина
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
