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Automated cluster analysis of communication strategies of educational telegram channels

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The issues of educational communication monitoring, analysis of communication strategies and tactics in the presentation of educational materials have been little studied. The study of the main topics of the content of publications on channels with different popularity ratings among users can be considered as one of the stages of developing tools for analyzing educational communication in Telegram. In this paper, the didactic design of a virtual educational channel is studied on the example of Telegram. Its communicative orientation, strategies and tactics of interaction, which are used by teachers to achieve high results of their students and increase audience engagement, are studied. Using machine learning methods based on the existing set of publications of educational Telegram channels, the text array was divided into clusters for further expert analysis and determination of approximate topics. For this purpose, the PolyAnalyst data analysis software platform developed by Megaputer Intelligence was used. The platform provides clustering of documents using the k-means method and supports the stages of the data analysis process from data loading and processing to advanced text and data analysis as well as supports the creation of custom reports. The thematic structure of the content of educational Telegram channels with high and low ratings and statistical information on the didactic content of educational resources is presented. It is shown that highly rated educational Telegram channels implement a semantic strategy for integrating educational and career routes. Educational Telegram channels with a low rating implement a communicative strategy aimed at providing highly specialized, logically disconnected reference, commercial or entertainment information. One of the signs of communicative tactics on low-rating channels are manipulative techniques that allow you to influence the opinion of the audience. These include the tactic of indirect persuasion, the tactic of actualizing the motive of financial gain, the tactic of filling information “gaps”. The results obtained can be used in the development of tools for the analysis and monitoring of educational communication on the Internet. The methodology of automated cluster analysis of communicative strategies of educational Telegram channels can be in demand by a wide range of specialists in the field of education management, content developers of educational Internet channels, marketers, teachers working in a virtual environment.

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