Image Formation of Higher Educational Institutions in the Field of Culture Based on Communication Models

The issue of evaluating the effectiveness of image formation can be considered in two aspects: functional and communicative. The functional aspect of an effective image is implemented at the stage of image planning, and formulation of its core and basic characteristics. A competent and comprehensive assessment of the goals and objectives set for the image of the organization allows you to create an image that contributes to increasing the public capital of the HEI. 
The communication aspect of the effectiveness of image formation is focused on the correct delivery of information about the image to the target groups of the public. Skilful use of the right codes and channels for information transfer significantly increases the likelihood of creating an effective image of the HEI. 
The purpose of the research is to determine the main aspects of forming the image of a higher education institution in the field of culture based on communication models. 
Research methodology. To effectively achieve the purpose of the study, the methods of analysis and synthesis, generalization of theoretical data, observation, as well as a systematic approach were used. All this made it possible to analyze and determine the peculiarities of forming the image of higher education institutions in the field of culture based on communication models. 
Scientific novelty. The models of communication for the formation of a positive image of higher education institutions in the cultural sphere are revealed. 
Conclusions. Thus, we can conclude that the most effective model of mass communication for the formation of a positive image of higher education institutions is Lasswell’s model, as it is both a model of research of the communication process and a detailed plan of the actual communicative action. However, this model of communication has one drawback – it assumes that the transmitted messages always cause a certain expected effect. This model is overly optimistic and undoubtedly tends to exaggerate the effectiveness of the transmitted messages’ impact, especially when it comes to mass communication.