MEDIACOMMUNICATIONS OF EDUCATIONAL INSTITUTIONS IN THE DIGITAL AGE: INFORMATION POLICY AND GLOBAL COMPETITION
Abstract
The article examines the transformation of mediacommunications in education under conditions accelerated digitalisation and growing international competition in higher education. Drawing on contemporary concepts of mediatization, the communicative turn and media ecology, as well as on strategic documents of the Republic of Uzbekistan and international education policy frameworks, the study conceptualises the modern educational institution as aconvergent mediacommunicative ecosystem rather than a traditional site of knowledge transmission. The material of the research includes theoretical works by Russian and international scholars, normative-legal documents, national legislation and strategic programmes, as well as analytical observations of current media practices of universities. The methodology combines institutional, discourse-based and comparative analysis with elements of qualitative case study. The results demonstrate: a shift from instrumental auxiliary use of digital media towards “deep mediatization”, where media platforms structurally shape academic, managerial and reputational processes of universities; the reconceptualisation of goals and functions of educational institutions in line with SDG-4 and national strategies, with a focus on soft skills, digital competences and lifelong learning; the growing role of mediacommunications as a strategic resource of international competitiveness, affecting global rankings, academic partnerships and cross-cultural academic positioning. The discussion highlights risks of algorithmisation of communication, digital divide and normative uncertainty, which require coherent and value-oriented information policy at institutional and state levels. The conclusion substantiates that mediacommunications become a core dimension of educational quality governance and determine the capacity of universities to act as sustainable, globally integrated and socially responsible actors of the digital knowledge society.
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