Scientific research as a fundamental component of the institutions’ image of higher education institutions

Abstract

Introduction. A prerequisite for the successful development of a higher education institution in today’s conditions is the carrying out of scientific research and development and their use in practice. The implementation of multi-purpose research and the implementation in practice of large-scale multidisciplinary projects related to long-term scientific research is only effective for units of the Ukrainian higher education institutions, which undoubtedly testifies to their effective management and a high level of trust to them among the investors, and therefore, positive image characteristics. The aim of the paper is to substantiate the importance of the work of higher education institutions on such a social and communication factor in the formation of a positive image as scientific research. Methodology. A number of methods were used to reveal the scientific problem and to solve tasks: the method of analysis and systematization of scientific literature allowed to estimate the level of theoretical studying of research project activities in the social and social-scientific discourse; statistical method helped to emphasize the importance of accentuation of attention during the work on the scientific component of the image of higher education institutions on each of its components; ideographical method helped to give an outline of the social-communicational potential of research project activities in the context of creating the image of higher education institutions. Results. The article shows that positive image indicators of higher education institutions are inextricably linked with their high positions in rating lists. One of the decisive image attributes of such institutions is scientific activity, in particular, research work. On the example of Sumy State University (SSU), which has high rating data, its sociocommunication experience in the field of research activities is considered. An analysis of the research carried out by SSU has shown that the university is actively working on sociocommunication strategies to enhance image characteristics. Absolutely all the components of the research work taken into consideration demonstrated the active dynamics of the abovementioned institution in this direction – this is also work on topical scientific directions, the growth of the number of research projects financed by the state and external customers, and, consequently, revenues from this type of activity, increase of grant projects. Conclusions. Image characteristics of higher education institutions (HEIs) repeatedly became the object of interest of Ukrainian specialists in the field of social communications. However, research activities as a means of forming an image were not given significance. The socio-communicative understanding of research practices implemented by Sumy State University made it possible to see that the aforementioned direction of work today is one of the key mechanisms for the functioning of those institutions that seek recognition not only at the local level, but also at the international level.