In the mediatized society, traditional institutions, specifically high school, are included into economic and communicational competition. They face the necessity to communicate with their publicities by new unfamiliar means, like Instagram, and sometimes fail this challenge because of poor strategy preparation. The present study addresses the issue of incongruity between the visual communication of a higher education organization (Karazin Kharkiv National University as the case) and its young audience’s preferences in visual consumption. To gain a deeper understanding of the real and potential students’ preferences, an online survey was conducted. Data analysis included distributions, means, factor and cluster analysis. As a result, we identified the favorite patterns of photos and their perception, segmented the audience on Instagram by practices of picture evaluation. All this allowed proposing the strategical recommendations for the University PR-strategy, which has already shown its effectiveness for Karazin University and is potentially implementable for any educational institution facing the same challenges
The purpose of the present paper is to develop the key messages for social entrepreneurship education promotion among socially vulnerable youth. The scope of the research includes the communicative specificities of the vulnerable students with a special focus on orphans. The data for the research was obtained by conducting 12 expert interviews with educators and NGO members (2021-22, qualitative methodology). The results of the research showed that orphan students tend to hide their status and appear “average” in communication, though are more closed than their peers. It is discussed that communication with vulnerable students at HEI has to avoid treating them as special and motivate them to participate by messages of the personal empowerment and knowledge necessity to be autonomous and successful social subject. In conclusion, we propose the guidelines for educators’ communication with vulnerable youth and key messages for the inviting communication of the «Creative Spark. Making Good» social entrepreneurship educational project of the Anglia Ruskin University (Cambridge, UK) at V.N. Karazin Kharkiv National University.
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