Image of the Rector as a Means of Forming University Image

The necessity to study the linguistic features of university media content, which acts as a means of forming the image of the university in the modern digital society, constitutes the relevance of this study. The article analyses the content of university social networks in order to identify the pragmatic potential of linguistic units involved in the formation of the university image through the image of the rector. Special attention is paid to thematic and linguopragmatic analysis of social networks of Chelyabinsk State University. The Chelyabinsk State University Telegram channel presents news about the latest scientific achievements, cultural events, sports victories and other important events that take place at the university. The results of the study indicate that the image of the rector in the university’s Telegram channel is one of the key elements of the university’s image formation. The rector as the head of the university represents its interests and makes important decisions related to the development of the university. He is a symbol of the university and influences the perception of the information presented in the Telegram channel by the audience.