University media education in the digital epoch: methods and practices for training future communication professionals
Authors:   Peter the Great St. Petersburg Polytechnic University, Zubko Darya V. , Kalyuzhnaya Sofya E. ,   Peter the Great St. Petersburg Polytechnic University, Klyuev Yuriy V. ,   Peter the Great St. Petersburg Polytechnic University, Tarakanova Tamara S. ,   Peter the Great St. Petersburg Polytechnic University
Published: July 2023

Introduction. Digital transformation of educational technologies and student teaching methods is highly relevant for the university education of future media communicators – journalists, public relations and advertising specialists, since communication professionals actively use the opportunities of digital environment in their work. The purpose of the present research is identifying the digital competence level of communication-profile students, their preferences and reaction with respect to the methods of teaching core disciplines. Methods. The research was based on the method of scientific generalisation and theoretical analysis of the Russian and foreign scientific literature in the area of digital transformation of the media sphere, media education methodology, digitalisation of educational practices. A total of 150 undergraduate (Bachelor degree course) and graduate (Master degree course) students of the Higher School of Media Communications and Public Relations of the Institute of Humanities under Peter the Great St. Petersburg Polytechnic University (Russian Federation), majoring in “Advertising and public relations in sectoral areas”, “Advertising and public relations in the international domain”, took part in the survey and the experiment. Results. Despite the objectively high level of students’ approval of the role and potential of digitalisation of the educational process, 79.3% of the surveyed students of St. Petersburg Polytechnic University prefer the training format where the teacher uses innovative technologies; thus one can observe a situation of gradual introduction of innovative technologies in the educational practice. A low level of the students’ use of up-todate technologies, programmes and services in performance of their assignments was recorded: 6.6% of the total number of surveyed students used neural networks; 10.7% of the 100% respondents used 3D-modelling software in their learning activities; 24.7% of the students applied interactive map creation technologies in the learning process. The priority of incorporating digital technologies in the learning process is largely focused on teaching the students to work with corporate learning services and platforms of the university. As a recommendation, the use of in-demand digital technologies for application in the learning process (neural networks, block designers for generation of multimedia content, interactive map creation services, software for development of virtual tours, interactive posters, etc.) is proposed and substantiated. Conclusion. A number of recommendations have been formulated for higher educational institutions, research and pedagogical staff engaged in professional training of future media specialists, with regard for the need for more extensive use of digital technologies in the educational process.