Characteristics of the formation of inmutational processes in an institution of tertiary education

Abstract

The aim of the article is to present the characteristics of the formation of inmutational processes in an institution of tertiary education, as well as to describe possible ways of counteracting the influence of inmutational processes. The research methodology is based on the general scientific and special methods of cognition such as analysis, synthesis, logical method, monitoring, and the method of visualisation of research results. The scientific novelty. The peculiarities of the formation of inmutational processes in an institution of tertiary education have been determined, a model of external inmutation in the formation of a negative image has been developed. The result of such influence might be a negative attitude towards an institution of tertiary education, a decrease in the number of applicants, and a model of internal inmutation, the result of which is the imposition of someone else’s opinion, the absence of a critical mindset among candidates. Possible methods of counteracting the influence of inmutational processes in the process of forming a negative image of institutions of tertiary educational are introduced. Conclusions. The article presents two scenarios of the formation of inmutational processes with the participation of representatives of the external and internal target audience of an institution of tertiary education in the form of models of external and internal inmutation during the formation of a negative image of an institution of tertiary education. Empirical confirmation of the formation of inmutative processes in Ukrainian institutions of tertiary education is provided, in particular, the results of a survey among students of ten SAIUP participating universities into their awareness of the criteria for evaluating academic disciplines, as well as into the ‘freedom’ of choosing academic disciplines are given. The main aspects of the information strategy of counteracting the formation of inmutational processes in the creating of the image of an institution of tertiary education are defined as follows: systematic monitoring of external information resources; formation and support of the information presence of an institution of tertiary education; conducting an effective, targeted PR campaign; work for an internal target audience.

Keywords: inmutational processes; institution of tertiary education, negative image, inmutated inmutants.