Social Media

Siberian University Websites Through the Eyes of a Foreign Audience. Cross-cultural Aspects

Anastasia A. Shunkina

Any university which claims high status in the international education community and wants to attract foreign students for education needs to
implement effective policy in the sphere of new media communications. Whatever the starting point of potential foreign partners and entrants first acquaintance with a university is (be that social networks, blogs or electronic directories), all of them will sooner or later go to the official university web-sites to find the most up-to-date and accurate information.

It is obvious that the target audience’s first impression of a website largely determines their further relations with the university. But on what does this impression depend? Primarily it seems to depend on the quality of ‹creolized text› (Y. Sorokin, E. Tarasov): text incorporated into the graphic design of a website and presenting itself as a form of synthesis between two dissimilar methods of communication - verbal and nonverbal. We note that the most widely understood concept of ‹creolization› originally meant the formation process of new ethnic groups by mixing the blood of representatives of different ethnicities.

In turn, one of the indicators of high quality creolized text is the presence therein of a universal code, which is recognizable to all, irrespective of their different cultures. It was from this particular point of view that the author of the report decided to ‹take a look› at the graphic content of some Siberian universities’ websites and to evaluate its effectiveness. In this case the author studied the influence of cultural codes on the interpretation of website’s graphic content by students from China.

Biographical Notes
4th year student (Bachelor) in «Advertising and Public Relations», Faculty of Psychology, National Research Tomsk State University (TSU). Interests related to future professional activity: new media in PR and advertising; integrated marketing communications in social media; basis of management and promotion of corporate social media accounts; copywriting; visual communication on the Internet; create the image of the University in the Internet.




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