BEHAVIORAL SCENARIOS OF STUDENTS IN THE FORMATION OF THE IMAGE OF THE UNIVERSITY: EXPERIENCE OF NARRATIVE ANALYSIS

Abstract

The article presents the results of a study aimed at identifying behavioral scenarios of students of the Institute of Social Communications in the narrative about the Udmurt State University. The typology of behavioral scenarios was built using narrative analysis based on the methodological foundations laid down in the works of G. Rosenthal. The research possibilities of the method of narrative analysis in the study of large social groups on a given topic were considered, the parameters of the external and internal image of the Udmurt State University and the Institute of Social Communications were determined, on the basis of narrative essays / individual biographies, idealtypical / behavioral scenarios of students were identified as stable, repeating in a certain sequence ways of categorizing ideas about the image of the university in everyday life.The sample consisted of students (N=378, 25 % - men) Institute of Social Communications of the Udmurt State University (bachelor's degree, full-time education, 2-4 courses) in all areas of study (Advertising and public relations, Tourism, Hotel business, Organization of work with youth, Cultural Studies). The experience of narrative analysis has confirmed the validity of the ideas that in order to conduct narrative and analytical studies of large social groups, it is necessary to collect data with direct reference to the carriers of the corresponding group identity. Based on the identified behavioral scenarios of students, it is possible to assess the image of an educational institution with a forecast of its formation.