Keyword: «digital image of higher school teacher»

The relevance of the study is due to the requirements to increase the recognition of universities and their rating through the presentation of scientific and pedagogical staff, their achievements and the innovative nature of the educational process organization. The purpose of the article is to clarify some theoretical concepts related to the topic under study and to analyze the results of an empirical study conducted to find out the attitude of teachers to the idea of creating their own digital image. Based on the study of an extensive cluster of scientific works, the interdisciplinary concept of "image" is updated, changes in the presentation of the teacher's image in the digital environment are shown. The digital image of a higher school teacher is a reflection of regular processes that involve the personality of a teacher in a new electronic digital environment, in which not only such traditional components as erudition and methodological skills are manifested, but also professional features that have not yet been sufficiently studied, for example, a claim to recognition in a wide society, self-presentation of achievements and self-marketing. The theoretical significance of the study is in clarifying the differences between the concepts of "image" and "portrait" in anthropological sciences, as well as in identifying the main directions for using the concept of "digital image of a higher school teacher" in pedagogical works. An empirical study, consisting of a survey and questioning of teachers in different age groups and with different teaching experience, convincingly proves that the majority of teachers have a positive attitude towards the idea of creating their own digital image, and some of them have such a resource already. The main barriers to this process are a large teaching load, the need to carry out various instructions from the administration, as well as the lack of real motivation on the part of the university administration. The results of the empirical study are practically useful for the administration of universities and heads of structural divisions in the course of the implementation of personnel policy, as well as in order to organize advertising of their educational institutions in the international educational space.