Introduction. Entering into a communicative relationship, a person intuitively or intentionally uses various strategies of self-presentation. The aim of the study was to identify the relationships between the personal characteristics of students and the strategies of self-presentation used by them.

Materials and methods. When examining 208 respondents, psychodiagnostic techniques were used: “Personality orientation in communication” (S. L. Bratchenko); reflexivity development questionnaire (A. V. Karpov); questionnaire “Style of self-regulation of behavior — SSP-98” (V. I. Morosanova); “Strategies for self-presentation” (I. P. Shkuratova); a questionnaire of volitional personality traits (M. V. Chumakov); test “Self-confidence” (V. G. Romek); methodology "Diagnostics of affiliation motives" (A. Mehrabian). The data obtained were checked for compliance with the law of normal distribution, the consistency of the measuring scales of the methods was analyzed using the Cronbach's alpha coefficient, and descriptive statistics were calculated with subsequent correlation and factor analysis.

Results. Dependences have been established between personal characteristics of students and strategies of self-presentation, which have found their expression in the form of a structure that includes five factors (latent variables): self-confidence; the ability to manage the situation; possession of the repertoire of self-presentation strategies; self-sufficiency; the desire to please the acceptor of communication.

Discussion. The respondents with self-confidence, volitional qualities, self-regulation of behavior prefer the strategy of self-promotion, which can be explained by their subjective confidence in the presence of a large number of competencies in various areas of behavior and activity. The respondents who possess the styles of self-regulation of behavior use the entire arsenal of strategies of self-presentation, except for helplessness, since they absolutely do not need it. Respondents with an alterocentric orientation of personality in communication, with a tendency to introspection, use the strategy of integration (the desire to please), which is inherent in altruistic people in general. The subjects, who were distinguished by independence, non-reflexivity and dialogic nature, did not reveal the prevailing strategy.

Conclusion. Self-presentation as a form of personality activity is realized in the system of mental relations through the demonstration of personal properties, the expression of one's own position, the manifestation of attitude towards others. The results obtained can be useful for drawing up guidelines for university graduates.

Seven strategies of self-presentation were revealed among university students, which depend on the ability for self-regulation, introspection and orientation in communication;

The existence of five factors (latent variables) has been established, which determine the characteristics of self-presentation of students;

Students use strategies of self-presentation, based on the presence of a certain set of personal properties.

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