Independence of Applicants in the Process of Communication with the University
https://doi.org/10.69571/SSPU.2025.95.2.003
Abstract
The transformation of communication processes is primarily related to the increasing influence of information technology in the educational environment. Not only is the university switching to online communication platforms, but applicants are also defining their communication style. Modern applicants are young people of generation «Z» who were born and raised in an established online communication system. Online communication has its limitations and peculiarities, including anonymity and uncontrolled flow of messages from different communication channels.
The purpose of the study is to study the independence and lack of independence, involvement (activity / passivity) of applicants in the communication process with the university.
The results of the analysis of the communication process between the university and applicants are presented on the basis of surveys conducted by applicants from Nizhny Novgorod universities in the summer of 2023 and the summer of 2024.
A typology of applicants’ communication strategies is proposed based on the preferred method of communication with the university and the influence of other subjects (parents, teachers, schoolmates and friends) or factors on this process. These indicators determine the strategy of applicants aimed at independent communication with university representatives without the participation of other interested parties and non-independent communication with the participation of the applicant’s immediate social environment.; There is also a choice between passive communication with the university (viewing information about the university on the website and on social networks) or active (meetings with university staff, attending university events). The assessment of the independence of applicants in the communication process with the university and the socio- demographic, behavioral characteristics of «independent» and «non-independent» applicants is given.
About the Author
A. I. Rykhtik
Lobachevsky State University ; Nizhny Novgorod State University of Architecture and Civil Engineering
Russian Federation
Russian Federation
Rykhtik Anastasia Igorevna — Postgraduate Student of the Department of General Sociology and Social Work; Vice- Head of the Center for Career Guidance and Marketing in Educational Activities
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Review
For citations:
Rykhtik A.I. Independence of Applicants in the Process of Communication with the University. Surgut State Pedagogical University Bulletin. 2025;(2(95)):31-41. (In Russ.) https://doi.org/10.69571/SSPU.2025.95.2.003
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