Representation of military universities in social media and characteristics of their audience

Abstract

The article presents an analysis of the media Internet activity of organizations of higher military education, as one of the most open to civil society army spheres. The parameters of the audience coverage of military universities in the social network VKontakte and Telegram messenger, socio-demographic characteristics of subscribers, the level of their activity and involvement are analyzed. The results of the study showed a rather low level of representation of military universities in social media. The uneven distribution of subscribers by territorial affiliation, the predominance of user profiles from the regions of university deployment is noted. The quantitative characteristics of the volume of the Internet audience of military universities, its involvement and activity obtained in the course of the study indicate the relevance and effectiveness of using social media as a means of communication with potential applicants, students and their relatives, the formation of a positive image of military educational organizations and the promotion of media policy that meets the state interests.