Gamification as a tool for increasing the engagement of the university social media audience
https://doi.org/10.20310/2587-6953-2022-8-1-137-143
Abstract
This work is devoted to the study of various aspects of mediatization of universities activities, inextricably linked with the construction of their digital brands. Mediatization of higher education institutions is often associated with an increase in the intensity of their presence in social media. Presence in social media implies the possibility of broadcasting the key values of the university brand, interaction with target audiences, both external and internal. Active work in social media includes taking into account the characteristics of target audiences, the specifics of their media consumption. One of the important tasks of the “university – audience” interaction is to increase the involvement of the audience, for which universities resort to gamification techniques. Gamification, considered as the use of game mechanics in non-game schemes, is widely used in the fields of education, business, journalism, and marketing.
About the Author
A. V. Prokhorov
Derzhavin Tambov State University
Russian Federation
Russian Federation
Andrey V. Prokhorov, Candidate of Philology, Associate Professor, Associate Professor of Journalism, Advertising and Public Relations Department
33 Internatsionalnaya St., Tambov 392000
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Review
For citations:
Prokhorov A.V. Gamification as a tool for increasing the engagement of the university social media audience. Neophilology. 2022;8(1):137-143. (In Russ.) https://doi.org/10.20310/2587-6953-2022-8-1-137-143
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