The Use of the Features SWOT-Analysis to Evaluate the Effectiveness of Student Media

Abstract

The paper first investigated the state of the Russian student media on the basis of the SWOT-analysis. This allows evaluating the opportunities and risks, identifies publications development strategy, on the bases of the major corporate media student of the three universities: Rostov State University of Economics (RSUE), Saratov State Medical University (SSMU) and Kazan Federal University (KFU). The three types of media studied are the main high-frequency options: printed newspaper / magazine and online edition. RINHburg magazine («РИНХбург») is an information and entertainment magazine for students of RSUE. It was created by students studying at the Department of journalism for students of the University and the region as a whole. The aim is to create a unified communication space of the University. In the SSMU student newspaper "In vivo" is made by the efforts of constantly changing editorial Board of the leaders of the youth self-government, for which regularly held training seminars and workshops on journalism. The survey showed a high demand for knowledge on working with information from future physicians. Correspondent skills help to develop the basics of stylistic diversity of the created texts. "Kazan University" -the oldest University newspaper of the country is published since October 22, 1928. It was switched to a network format in 2009. The newspaper won the XI Republican contest of journalistic skills "Crystal pen" in the category "Corporate media". On the basis of the analysis of the survey a wide range of students and the editorial boards identified strengths and weaknesses of publications. Also the factors affecting student corporate media were evaluated and their functions as image elements of the University were clarified. Ways of improvement and development of the modern University edition are offered. The conclusion is made about the possibility of using SWOT-analysis in the field of media.