PROFESSIONAL TRAINING OF SOCIAL COMMUNICATION SPECIALISTS IN HIGHER EDUCATION INSTITUTIONS: EUROPEAN EXPERIENCE AND CONTEMPORARY APPROACHES

Abstract

The aim of the article is to generalize the conceptual foundations and practical aspects of professional training of social communications specialists in higher education institutions based on the analysis of European experience and modern educational approaches. The work uses a set of theoretical methods - a systematic analysis of scientific publications, regulatory documents of the European Higher Education Area, educational standards and curricula of leading European universities; comparative analysis of the content and structure of educational programs; content analysis; structural and functional modeling. Participants in the empirical study were not involved, since the work is based on the analysis of open public sources. Data collection was carried out through a systematic review of scientific sources (from the Web of Science / Scopus databases), analysis of educational programs of leading universities in EU countries (Germany, France, the Netherlands, Finland, Poland) and official documents of the European Commission. Data analysis was performed using the methods of comparative analysis, thematic coding, structural and functional analysis and generalization. As a result, key models of training social communications specialists in the EU countries were identified, common trends (competence approach, practical orientation, digitalization, interdisciplinarity) and national characteristics were identified. It was established that the highest efficiency indicators are demonstrated by the models of the Netherlands and Finland, where the integration of the practical component, digital technologies and interdisciplinarity is systemic. A structural and functional model of adapting European experience to national educational systems was developed, which includes updating the content of programs, introducing competency-based learning outcomes, strengthening practical training, developing partnerships with the professional environment and academic mobility.