ЦИФРОВАЯ САМОПРЕЗЕНТАЦИЯ ЖЕНЩИНЫ-УЧЕНОГО: ЛИЧНЫЙ БРЕНД И АКАДЕМИЧЕСКАЯ РЕПУТАЦИЯ
DIGITAL SELF-PRESENTATION OF WOMEN SCIENTISTS: PERSONAL BRAND AND ACADEMIC REPUTATION

Summary/Abstract: Telegram channels are becoming an important tool for building the personal brand of women scientists. However, there is virtually no data on how these platforms function mechanically, what topics feature as key themes, or how they globally impact researchers’ academic reputations. This study aims to identify and analyze the key content themes in these channels through which authors construct their personal brand and academic reputation. The methodology included parsing and automated content analysis of Telegram channels of Russian women scientists (frequency analysis, TF-IDF, topic modeling) using Python (version 3.13). A total of 1,486 messages from 10 personal Telegram channels were collected and analyzed. The core of academic identity (“research”) is deeply integrated with socially significant themes (“woman”, “person”, “family”, “child”) and pragmatic aspects (“business”, “market”, “income”, “media”). Topic modeling structured the content into five interconnected themes, demonstrating the integrity of the digital image: Academic Communication and Cultural Context; Socio-Demographic Research; Parenthood and Family Values; Innovation and Science Commercialization; Academic Infrastructure and Technology. Analysis of selfpresentation specifics revealed: integration of private and professional spheres through family and parenthood themes, reflecting career-life balance challenges; blending expertise and emotionality via personal narratives; instrumental use of the term “woman” for representation (research object, social category, identity) without explicit focus on gender inequality; personal brand individualization (minimal collaboration mentions, emphasis on personal achievements); formation of academic reputation through applied research and science-practice integration. Additionally, the author’s data suggests a potential risk of undermining perceived academic rigor due to skew toward private and emotional content. The popularity of Telegram channels may reflect a strategy for expanding “collaborative circles”, though the current emphasis on individualization indicates early stages of this process. The study empirically confirms the complexity of constructing professional identity in digital space.

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