Image Communications of Universities: Current Technologies

The research comprehensively examines the image communications of a higher education institution. The research aims to investigate the influence of the teacher’s image as a communicator on the institution’s image. The research objectives are (1) to identify the components of the concept of a positive image of a contemporary university, (2) to explore media and non-media technologies of institutional image communications, and (3) to study the impact of the teacher’s image on the image of a contemporary university. The research presents a typology of communications in a higher education institution involving the participation of a teacher. These communications were divided into four groups: (1) personal communications that involve the absence of digital intermediaries; (2) Intranet communications (e.g., broadcasting lectures via intra-university channels); (3) Internet communications (e.g., a teacher’s participation in communications on social networks, posting their publications on websites, etc.); and (4) media communications (e.g., the appearance of a teacher on a television show as an expert). As a result of the survey-based research, the authors established that the teacher’s image influences the university’s image among the student audience; the information conveyed by the teacher instills trust in the students, and the way this information is conveyed facilitates the learning process. The research hypothesis, which posited that the teacher as a communicator impacts the image of the higher education institution, was fully confirmed. © 2025 Elsevier B.V., All rights reserved.