Abstract
In the article, the authors tried to reveal the role of the social network in image formation on the example of a higher educational institution. He reveals with concrete examples that a completely new type of Environment has been formed in modern society, which is provided with communicative means. The authors think that the creation of an information platform, a communicative environment on the internet can also be carried out by advertising tools. Modern technical capabilities prove that Kazakhstan has a great benefit in creating an image not only of the profession, but also of higher educational institutions. While websites, in turn, were copies of print ads and catalogs, today they have become an image-forming communication tool. However, it should be understood that the internet is a completely different communicative environment. Mobile blogging, a branch of network journalism that has expanded its scope, is in demand. The article examines Kazakhstani universities that have begun to gain access to the possibilities of mobile journalism. The authors conducted a comparative study of the pages of higher educational institutions on social networks, and as a result of a sociological survey, they provided the necessary technical means to the network host specialists. The authors studied, compared and analyzed the actions of Kazakhstani universities to create the image of a social network in the field of specific journalism.