Аннотация
The media discourse in the information space of the university implements informative and representative functions and has a significant impact on the image of the university both in the academic and scientific environment, and in society as a whole. The purpose of the media discourse analysis is to describe the image of an educational institution, which is attractive to students, scientists, the business environment, and the dissemination of innovations in education and science. The authors of the article provide an overview of theories of media discourse, characterized various approaches to determining the information space of a university. While studying the media discourse represented on the websites of the Kazakhstani universities in English and Russian languages, the main attention was given to the analysis of the news texts, comparison of methods of transmitting information in different languages. Concurrently, the genre diversity of texts and the specifics of the presenting information using infographics, hyperlinks, photographs, sound, and interactivity are taken into account. The study focuses on the information space of the university, which combines information and telecommunication systems and networks, information technologies for their maintenance and use. The website is considered as the main tool for the interaction of the university internal and external environment. The use of several languages in a media discourse emphasizes its functional focus on intercultural interaction with a diverse audience.