University Media System and Evaluation of Its Efficiency

Abstract

The study of the university media system and its effectiveness is especially relevant in the climate of increasing competition in the market of educational services in recent years. An effective media system allows the university to perform a wide range of communication functions, influence both external and internal target audiences. The article includes conceptual and applied aspects of the categories "university media system" and "efficiency of the university media system". Research methods are generalization, systematization, content analysis, calculation and analytical method. The authors developed a model of the university media system and formed its concept. The study presents a list of functions of the university media system and a set of indicators for evaluating its effectiveness. The study found that the most effective way to evaluate the effectiveness of the university media system is to look at value indicators and analyze their dynamics over a certain period. The practical part of the research presents the results of an empirical study of the effectiveness of the functioning of the media system of Baikal State University during January-April 2022. The results showed that the media system of Baikal State University in terms of the implementation of its communicative function is efficient. At the same time, our analysis allows not only to assess the effectiveness of the university media system but also to detect its shortcomings.