Shaping the image of academic staffin digital information and communication space

Digital environment is a field of presentation of social, personal, professional image and means of inter-institutional and inter-personal communication, which are subject to transformation in constantly changing global economic and geopolitical conditions. All these circumstances impose specific requirements on the professional life of academic staff and reflect the need of competent reflection of academic staff portfolio in digital information and communication space. Moreover, the need for the presentation of comprehensive information about the university academic staff and their professional competencies is explained by the requirements for corporate websites of higher education institutions and obligatory information about their teaching staff. This requires a systematic step-by-step work aimed to form a positive image of a university. The purpose of the work is to substantiate and develop the formation of the image of a member of the academic staff in digital environment. The authors analyzed the corporate websites of 18 universities and conducted a survey of 138 students. The respondents shared their views on the importance of digital competencies of the faculty, on the image information about the faculty member, his personal, socio-cultural, professional-corporate images. The aspects of image management in modern conditions were determined. The types of teacher's activity and their representation through digital channels were investigated. The article presents a model for the formation of a teacher's image in the digital information and communication space, the innovative aspect of which is the model’s content-functional module and its development.