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Shadrina O.V. Psychology of the image of private education: features and significance. Cognitive Sciences in the Information Society. 2025; 5(1). Available at: https://knio.ru/PDF/06KN125.pdf (in Russian).

Psychology of the image of private education: features and significance

Shadrina Olga Vladimirovna
Primary Comprehensive School «Happy Childhood», Krasnodar, Russia
Russian State Social University, Moscow, Russia
E-mail: olchi777@mail.ru

Abstract. The image of private education is a sociocultural phenomenon that deserves detailed study, primarily from a psychological point of view. It is of strategic importance for private educational institutions participating in the educational services market.

This article examines the current topic of the image of private education in modern Russia, its perception and impact on various social groups. Despite the relatively recent emergence of private educational institutions, the accumulated experience and research in this field are somewhat inferior to their foreign counterparts. The importance of a psychosemantic assessment of the image of private educational organizations is emphasized, which affects all participants in this market: from management and staff to students and their families.

The purpose of the work is to study the socio-psychological conditions for the formation of a positive image of private education. To achieve this goal, tasks have been set that include an analysis of methods for assessing image and image quality. In addition, relevant issues requiring further study are outlined.

The article is structured into three main parts, each of which is devoted to different aspects of the topic under consideration. The first part describes the methods of image assessment, the second — the results of the accumulated experience in studying it, and the third — a discussion of publications on this issue. The factors influencing the formation of the image are evaluated, such as the professionalism of the staff, reputation among the target audience and the development of graduates. The importance of using various methods of promotion, as well as the integration of educational institutions into the social and information environment for successful image formation was noted.

Thus, the article provides a comprehensive analysis of the image of private education, emphasizing its impact on society and the educational services market in Russia. The considered aspects and conclusions can serve as a basis for further research and practical recommendations in this area.

Keywords: the image of private education; perception of the image of private education; private education in Russia; private educational institution; image formation of private education; image formation factors; psychosemantic image assessment

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