LINGUISTIC PECULIARITIES OF CREATION OF A UNIVERSITY’S IMAGE (WITH REFERENCE TO CAMBRIDGE UNIVERSITY WEBSITE)

Abstract

The article reveals a problem of creating a positive image of university media discourse on the material of Cambridge University website. The concept of ‘image’ is relatively new in modern linguistics and attracts the attention of lots of scientists in the recent decades, as image is a means of managing the consciousness of mankind. The article identifies and describes the main linguistic means of creating a positive image on the material of posts on the website of Cambridge University, which is one of the leading universities in the world. As a result of the study of posts on the university website it is revealed that the linguistic means of creating an image of the University of Cambridge are such linguistic means as allusions to famous scientists, lots of epithets, the use of passive and imperative structures, the collective pronoun ‘us’, the use of nouns and short phrases to name sections of the site of the University of Cambridge, numerals and positively coloured phrases.