Educational Alternatives, Volume 12, 2014

Abstract: All-round spreading of information technologies, a rapid growth of information, globalization of socio-economic and cultural life, availability of all facilities offered by Internet for most people – all these dramatically changed the society structure as a whole and its social institution as a university in particular. The article leads with consideration of the context of modern university activity, special features of its electronic communications management. Responding to the challenges of the time, a higher educational establishment should already today reconsider its attitude to the presence in the communicative space of the Internet. Exploring new media becomes important and relevant in the context of the emergence of "digital natives", distribution of inclusive education, globalization of higher education, and growing popularity of mass public online courses, etc. Observing the principles of openness, self-organization and systemacy, a university obtains a real opportunity to influence the formation of a positive attitude of students and scientific expert community, the media and the authorities, partners and potential employers, etc.