Motivation for higher education enrollment and media preferences of high school graduates in the border region of the Russian Far East

Сompetitive environment in the race for prospective students underscores the relevance of the sociological aspects of university admission campaigns. This article aims to analyze the motivation of high school graduates from the border region of the Russian Far East to enroll in higher education institutions, as well as their media preferences. The dominant motivations include the prospects of securing good employment and the opportunity for self-realization in a preferred profession. Non-regional universities are more attractive for school graduates compared to local ones due to such competitive advantages as the high professionalism of teachers, the prestige of a university diploma, and good employment after graduation. The article reveals the peculiarities of value orientations of applicants aimed at enrollment in different Amur universities, with a common value core. Social sciences and humanities lead as the most preferred fields of study, alongside technical engineering and medical disciplines. Personal interest and the opportunity to obtain a quality education dominate among the motives for choosing a field of study. There is only one source of information about universities that is most popular and enjoys the most trust - Internet sites. Traditional media have been replaced by Internet media and “live” sources of information - parents and friends. Among specific media sources, Telegram channels are the most favored.