Лингвокультурный портрет аудитории корпоративных университетских средств массовой информации
Linguo-cultural Portrait of the Audience of Corporate University Media

Based on the Newspaper «Ural Federal»

Summary/Abstract: The research is aimed at creating the portrait of a typical Ural Federal University student to clarify the address of the corporate university media. The material used in the research was based on the results of psycholinguistic experiment conveyed by us among the students of Ural Federal University named after the First President of Russia B. Yeltsin. 100 respondents were questioned. They were all asked 3 following questions: 1) A student in Ural Federal University: what's he like? 2) What three traits can you outline in an Ural Federal University student? Please explain your answer. 3) How would you describe a typical Ural Federal University student to your foreign friend? The experiment showed several demands that were classified into nuclear, pre-nuclear, near and far peripheries. The research showed the following needs that students have: belonging to a social group, love and self-expression, needs in education, physical needs, the need for safety and aesthetic needs. The results showed that the readers of Ural Federal University corporate newspaper believe those traits and needs to be the fundamental for a typical student therefore the most successful and effective communication of the corporate media must convey the traits and needs that were discovered during the research.

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