Virtual Image of The Modern University. Communication Audit of The Strategies for Visualizing

Connect-universum 2014
Authors: Nurgaleeva L.V., Feshchenko A.V., Kulikov I.A.

The report is available in the author's edition.


This text discusses the specifics of the research of projects of the visualization based on communicative audit. Furthermore, there are some features of approaches to the assessment of a complex structure of virtual image of University corporations using communicative methods of auditing are shown. It is noted that this method is an important aspect of creating new assets, reputation and brand policy of the modern University. Moreover, through the work, aspects of conducting and training research at the Department of Problems of Humanitarian Informatics of Tomsk State University are opened. They are connected with the development forms and communicative aspects which are associated with the formation of a virtual image of modern University Corporation. It is provided a brief description of the major research projects and their results in this area. Research directions in the development of communicative methods of audit such as the analysis of communicative efficiency, artistic aspects of web information and the usage of modern tools of web analytics are singled out. All these methods of communication audit formed the basis for the study of peculiarities of formation of virtual images of the University’s corporations. Also, it can be noted that the high dynamics of development tools and imaging technologies create the preconditions for the emergence of a new paradigm for the presentation of information in the educational environment. For example, it is talked about the formation of a special sensorium of University Corporation which is formed base on the usage of new technologies for studying the characteristics of psychological perception of the space and its effect on psycho-physiological state of the people.


The purpose of this paper is the analysis of the estimation methods of visualization strategies selected by the University Corporation for formation of competitive models of communication in a network environment. As the assessment method is chosen as the most appropriate communication audit specifics of network models underlying the formation of a virtual image of the University. It is an important component of the humanitarian examination of contemporary forms of knowledge and information. Defers to the research and teaching expertise of the Faculty of Humanities Informatics problems of Tomsk State University over the past ten years. It aims at training professionals who know technology of the communication audit and were experts in the field of information society. One of the important research areas of faculty is rendering strategies, assessment of select to create a virtual image of a modern University.The value of this approach is linked to the increasing importance of design of modern imaging models as an important resource for effective communication and development research practices in the field of humanitarian expertise [4].

The content of communication audit

Consider the basic tasks and objectives of communication auditing and then move on to the discussion of its features in the development strategies of visualization of the University Corporation. Communication audit is one of the most modern means of supervision and corporate representation formats. It is based on control principle of feedback. The basic method of communication audit is an analysis of internal and external information flows. It allows you to recreate the characteristic features of the image, in the eyes of its staff and/or various community groups. The involves of the the communicative audit possible identification and analysis of message formats, the information contained in the three streams: external, outgoing, and internal. It is known that any organization can be described by a set of identification characteristics and attributes that allow you to perceive and evaluate her as a person.The ability to establish relationships, hone your own communicative style, willingness to take on responsibility, creativity, capacity for observation and perception, our own attitudes, tolerance, openness to all these qualities can be attributed both to the individual and the collective. They can all speak parameters analysis of communication audit. Corporation under this approach «could», and it produced the communication flow is evaluated from the perspective of its adequate image or in terms of identifying the main factors governing the activities.Today in the creation of such descriptive models of great place is a virtual image of the corporations, which is composed of many components. The parameterization is one aspect of communication audit.

Comparison of results data analysis applications, external, outgoing, and internal documents, comparing them with reference to the organization, to get answers on many strategic issues for managing the internal and external activities of the corporation. A combined analysis of information flows of corporate activities should help to identify hidden problems and development potential. By applying the methods of structural analysis, you can get an idea about the different aspects of the work of the organization, its real image, emerging conflicts and how to resolve them. In the course of the communication audit may be problems of effectiveness and transparency of management, assess the ratio of declared parameters and mission, etc. [1]

A similar analysis is aimed not so much at full rated current communicative situation, how to investigate the potential success of corporate activity. Assessment of the current image, for example, can serve only a preliminary step of the communication audit. Its impact is manifest in full measure only manages to identify the basic elements of corporate ethics, the preconditions for developing a successful brand or a new model of effective communication that would enhance a preferred image-model Corporation. Competent application of approaches the communication audit allows to increase professionalism in the use of different corporate governance, identifying the focus of collective action on the system, or system of knowledge, determine the level of personal and social competence.

The communication audit of work in recent years, organizations and independent experts. There are special rating systems to evaluate the features of the public conduct of the Corporation. However, the need for specialists who are ready to conduct of the communication audit on a professional basis, increases from year to year. This is due to the fact that a growing number of virtual offices, educational institutions, rapidly changing technology, presentation and effective organization of group and research activities.

Communication audit of the virtual image of the University Corporation

Methods of communication auditing as a complex form of monitoring of the impact of corporations on the formation image full competitive can be applied to the analysis of various aspects of the submission and exchange of information the University Corporation. Communication audit allows you to get a detailed understanding of the emerging reputation capital University, the degree of openness of its management, the success of scientific and educational policy and development prospects of specific directions of its activity. The same is true for the study of the strategies of visualization. It is important to emphasize the importance of developing literacy strategies of visualization in the development of the University Corporation. Their implementation is closely linked with the development of the formula for success. Visual supports in many «position», and it is increasing year by year in the socialization of the University Corporation. Imaging technology is an important tool for situation analysis, research practices, effective communication of brand and model.

Communication audit as a way to test comprehension of selected strategies and tactics of the University Corporation, in many aspects, including the assessment of its virtual network image corresponding to the modern criteria of effective communication. It consists of many items, allowing you to build a communications network, represents the ego-different forms of the University Corporation to a global network environment. One of the important policies of visualization is development of University websites as centers of open and effective communication, contributing to the strengthening of the image not only at the regional level, but also at the global level.Wisely planned site University Corporation is a powerful management site that provides network the unity of managerial, scientific and educational ties and relationships, personal and social representations, supported by dynamic Web analytics tools. This area of work is worth a serious search for appropriate social and psychological mechanisms of regulation of behavioral relations of internal models, and resource development University Corporation, including the improvement of its competitiveness.

Towards the creation of such complex control sites was passed a difficult way. If at the initial stage of site developers and experts network resources were for the most part criteria of transparency, focusing more on presentation goals and growth of public activity of corporations, then the next step to the fore were advancing the development of communication capacities of University Web-representations [3, 13]. This phase corresponds to more modern means of group work, based on evolving computer networking technologies. During this period, it made sense to talk about the communication auditing network resource as a significant form of control, management and future development of virtual representations of the University Corporation.

Today brings new challenges. They are associated with the choice of competent rendering strategies through the use of modern means of data processing and analysis. Actively changing the presentation of Visual information and its effective use in different areas of the life of the University is an important aspect of developing the ideas of the development of University communities as ambitious corporations [5]. Trend analysis visualization becomes a stage for special University sensorium with flexible communication links, mobile and open to man, his complex psychological world and social priorities.

The practice of forms of communication

For twelve years at the Department of Humanities Informatics problems of the Tomsk State University is research work on studying the theory and practice of communicative auditing, including and auditing corporate University. There are training courses aimed at the comprehensive coverage of issues relating to the Organization and conduct of the communication audit of network resources and, in particular, sites of University corporations. It is about shaping attitudes about usability, psychological aspects of perception, characteristics of artistic communication in a network environment and ethical orientation of Web content in your organization. The formation of such knowledge among students is regarded as an important direction of development of new models of training.

Here are some examples of projects by students of Faculty of Humanities problems of Informatics based communication audit. A content analysis of University of Tomsk are sites, beginning with the 2004 season. Research with application approaches of the communication audit was complicated by the fact that no site evaluation standards are developed. In addition, the network environment is a free modeling environment with constant changing technological possibilities. Most clearly it changes are committed in the field of Visual representation and exchange of information. A problem in conducting an the communication audit is to identify sites of performance evaluation system of University communication site, which should take into account the specificity and focus of research and educational activities in terms of their interaction.The concept of effective communication of such an environment has its principal features. In particular, the evaluation of Virtual University offices of corporations is important to a variety of formats and visualization tools of communication as an independent field of study. The first of the pilot study was to examine the characteristics of communication models leading the University of Tomsk site [12]. As the object of the study sites were selected from leading corporate University of Tomsk city:

TSU (, ТPU (, TUSUR (, TSUAB (, SSMU ( Program of research consisted of several stages. Theoretical phase focused on analysis of the evolution of the communication aspects of universities, from the 11th century to the present. In addition, examined problems associated with the development of the University Corporation in a form of an open communication space.

Practical phase consisted of primary data collection and analysis to explore the content of University sites. The preparatory phase of the peer review was the establishment of the documentation for a description of the selected objects. It was composed of the following types of documents: Passport sites; certificates of sites developed for the communicative and preventative examination. The Panel was provided criteria for assessing effective communication University Corporation and searched methods of peer review sites and their adaptation to the challenges of the study. The analysis is based on the methodology proposed by St. Petersburg State University of culture and arts and the widely known method of information of heuristics developed Ja. Nils, L. Rozenfeld [1, 6, 9, 14]. In it we have relied on the well-known principles of usability. Based on the analysis of different approaches to classification and assessment of site content has been developed its own methods of evaluating the content of University sites. The results of this work were published and showed the fruitfulness of the selected areas of research [7].

Today is the need to use the new modern methods of studying different forms of human interaction with reality, including a visual component. One of the methods of this kind is the videookulografii (or eye tracking-tracking of eyes). It is used in combination with classical ways of exploring the views of respondents (surveys, interviews, tests), used in a wide range of tasks. To conduct such studies used stationary and mobile tracking system. They allow you to identify effective and ineffective elements of the presentation of information (for example, in navigation and Visual design) and to make appropriate changes, increasing the level of user-friendliness of the site. The advantage of this method lies in the flexibility to monitor the effectiveness of the changes made to the Visual and structural components of Web pages. Researchers working in this direction, exploring the effectiveness of individual items and entire sites and social networks [15-18]. In addition, mention should be made of the work, going in the direction of evaluation perception of various forms of content (for example, studying the perception of different types of charts). The results of such studies are useful in the preparation and filling of the content of presentations, websites, documents and printing products.

Evaluation of the aesthetic features of sites in the context of the communication audit

Today, in the assessment of communicative efficiency of University of one of the most important places are starting to take the aesthetic parameters of the model sites, training and information material. The global network environment involves the development of a new experience of artistic expression and identification. Selection criteria for determining the level of artistic communication and understanding of the psychological patterns of development of the artistic context in the presentation of information is the basic prerequisite for the implementation of the forward-looking strategies for the development of the University's ethical corporations. A key principle of ethical-aesthetic high-level network models is to find equivalence between images of thought, a psychological perception of information and art practice. The problem of aesthetic ideas are relevant and to form a virtual contemporary of the University.

The problem research of the artistic context of electronic communications environment is one of the important subjects of humanitarian assessment of the Visual, with important theoretical and practical significance. The tradition of expertise in this area only is formed. Study of the methods of communication audit showed that there is a problem of the estimation of the artistic aspects of Web content. In addition, the complexity of the evaluation in this area is that much when selecting the right models and techniques of communication audit in this area is based on intuition and presupposes the existence of a conceptual experience of artistic strategies in a network environment, and a good knowledge of it technologies. The communicative level of artistic expression in the modern world has consistently high status. Is no exception and e-environment of the communication exchange.Network product developers and experts agree that the functional and aesthetic qualities of the webdesign are closely linked. Language network communications among researchers include names such as d. Wine, j. Nielsen, t. Sachs, Circle, etc. [2, 5, 8, 10, 13, 18]. They have developed techniques for heuristic evaluation network and expert presentations, but they did not include aspects related to the study of artistic features of sites. In these circumstances, the students of our Department have been forced to develop methods for assessing artistic aspects of information organization in network format, drawing attention to the mix of styles, compositional and coloristic language features hypermediatext, the integrity of artistic sites. The result was a group of criteria for artistic expertise network presentations.

Similar problems are faced by the experts in the analysis and evaluation of the virtual image of the University. Communication audit this part requires the presence of professionals with a high level of artistic vision and knowledge of various technologies of modern representation of information and understand the strategic importance of aspects of visualization of the different sides of universities adequate presentation, because this is an important mechanism for identifying, positioning and development strategies of University corporations.

Sampling sites in Canada, America, Australia, Vietnam, Korea, China showed that at the moment we are actively seeking aesthetic models of virtual presentation University corporations, including arrays of methodical, educational information. In this area there is a propensity to use multimedia formats of high artistic level. Search of aesthetic models in this field is closely related to ergonomics and focuses on the features of the intersensory perception of the information. The evolution of art forms in the virtual models remains the leading trend of modern imaging. This process is a large experimental and research professionals in many fields [15-18]. The development of appropriate models of peer review based on communicative practices audit is an integral part of this activity. It aims at identifying new trends in data visualization, including presentation models of University corporations.

The Visual aspects of network intelligence

Within the framework of the training course «Online Analytics» by students of the humanitarian problems of computer science research NITGU two different aspects of the virtual image of the University Corporation (2012-2013).

1. Analysis of the effectiveness of the Visual presentation of information on the corporate sites of the TSU. The evaluation criteria used by the basic principles of Web usability (Nielsen, j. Circle), as well as the rules and trends of network marketing communications. As a result of synthesis of various evaluation criteria, the site has developed a checklist (check list) of the several dozen rules of visual content on a Web page. Validate multiple corporate sites TSU has allowed to discover the possibility of improving the Visual image. Using a prototype Web site (balsamiq mockups) developed several schemes that take into account these defects in usability. Some schemes implemented and proven effective.

2. Study of internal and external information flows. As an object of study selected a networked community of students of Tomsk Universities (TGU, TPU, Sibgmu, EVENT) in social networks and the references (discussion, reviews, news) on the universities of Tomsk in social media. Communication audit of network communities of universities was carried out using the service JagaJam. The study found differences in the patterns and characteristics of perception of the image of the University students of different universities. Analysis of communicative responses and behaviour of communities enabled to formulate recommendations for the PR-services of universities to increase the loyalty and the degree of involvement of students in internal corporate communications. Outer stream was used for the analysis of automated system of monitoring social media IQ Buzz. The data obtained allow to see the real image of the University, to identify and measure the estimated relevance to corporations (positive, negative and neutral.


Communicative, being one of the most effective tools for Analytics enables you to evaluate the effectiveness of internal and external communication channels, identify target audiences not covered or lack of completeness of coverage of communication channels, especially the communication policy, etc. Its methods can be successfully applied to study the features of the virtual image of the University. Skills of the communication audit can be an important aspect of training of modern professionals. Methods of communication audit are required to tool that rapidly growing sector as humanitarian expertise and information management. Noted that the high dynamics of development tools and imaging technology creates the preconditions for the emergence of a new paradigm in information education and research environment.This points to the imminent change of standards rendering communication flows in University corporations. We are talking about the formation of a special sensorium science and education. Its formation is associated with the skillful use of new technologies related to different aspects of data visualization. They will increasingly take into account psychological perception of space and the effects of the psycho-physiological state of the people.


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