NON-VERBAL FEATURES OF UNIVERSITY MEDIA DISCOURSE (ON THE EXAMPLE OF THE WEBSITE OF KAZAN FEDERAL UNIVERSITY)

Abstract

The article deals with a problem of university media discourse, namely, the creation of a positive image of the university through the use of non-verbal means. In conditions of growing competition on the educational market, universities resort to any possible means to attract and retain potential audience. The VKontakte page of Kazan Federal University served as the material for the study, since this university is one of ten federal universities in Russia. Having studied the page of the university’s social network, it is concluded that the positive image of the university largely depends on a correctly designed page on the Internet. By using the right combinations of non-verbal means, a unified style of the social network and its recognition on the Internet are created. These results will be useful to developers of social networks of other universities, which also strive to remain leaders on the educational market and constantly attract potential consumers.