Students' Preferences in Visual Consumption on Instagram as the Basis for the University PR-strategy

Abstract

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

Social Entrepreneurship Education Promotion to the Socially Vulnerable Youth

“…Making Good» project, using Instagram and Telegram as prime channels, focusing on the strong visuals with text added. The visuals have to meet the patterns of overall Instagram users' interest: to present the emotionally bright positive stories of achievement, including people, through the imagery precisely edited to the compositional and coloristic harmony (Kravchenkova et al, 2021). Posts have to include young people of various categories that Karazin students could associate themselves with (better to avoid stock images), in real interaction, with the focus on the leading person(s) faces and emotions, as students with high emotional intelligence are more inclined towards social entrepreneurial activities (Tiwari & Bhat, 2020).…”

Tukar Belajar Teknologi Informasi Dan Komunikasi Dalam Kuliah Kerja Nyata (KKN) Tematik Online Meningkatkan Keteraturan Sosial Masyarakat

“…Dalam masyarakat termediasi, lembaga tradisional, khususnya sekolah menengah, adalah termasuk dalam persaingan ekonomi dan komunikasi. Mereka menghadapi kebutuhan untuk berkomunikasi dengan publisitas mereka dengan cara baru yang tidak dikenal, seperti Instagram, dan terkadang gagal tantangan ini karena persiapan strategi yang buruk (Kravchenkova, H. 2021). Saat teknologi komunikasi digital menyebarluaskan kehidupan kita, ruang informasi sehari-hari menjadi dikemas dengan citra visual yang disediakan oleh mereka, membuat penerimanya lebih terbiasa dan lebih sensitif terhadapnya (Kravchenkova, H. 2021).…”