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Image as an intangible attribute of the educational institution’s social and communicative activity plays a significant role in achieving strategic goals, promotion of educational services, strengthening trust and a favorable attitude of the target audience. A website as a means of mass communication is a tool for attracting consumers, a "visiting card" of a university on the Internet. A well-designed image identifies the university in the Internet space, distinguishes it favorably from other educational institutions, and increases the level of memorability in the selection process. The concepts, structure of the image, factors influencing its formation are presented in different ways in the review of domestic and foreign publications. The media text acts as a basic tool for the creation of an organization's image, which reflect characteristic features of the desired image. This complex phenomenon of virtual media space is considered as a new communication product, as an integrative multi-level sign, as a synthetic type of text with a multi-level structure. With the help of various lexical and stylistic means, media texts influence the perceptions of target audiences about an educational institution, help to retain users’ attention. Since the number of publications on this topic is limited, the research interest of the author of the article is aimed at studying the lexical and stylistic features of media texts that affect the creation of the image of the North-Eastern Federal University named after M.K. Ammosov online. The author analyzed the website’s media material of this institution at the lexical, morphological, and syntactic level and established the importance of linguistic means in creating a positive image of the main university of the republic. As a result of the study, we identified lexical and stylistic features of media texts that play a significant role in the idea formation of public groups about the educational organization.

Lexico-Stylistic Specificity of Mediatexts in the Formation of the University's Image Online