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| 1 | The article considers the problem of forming a professional image of a future specialist in the socio-cultural environment of a modern university. Authors from the position of Gibson’s theory determine the possibilities (value, informational, transformative) of the socio-cultural environment of a modern university for the formation of a student’s professional image. The system of norms and values becomes the axiological core of the socio-cultural environment of an educational institution, which is reflected in all its elements (plans of educational work, work programs, in their thematic content, in the direction of teachers) and acts as an integration of values, in which the competencies and cultural experience of the student are refracted and professional image is formed. The risks of image-forming activities (virtual, organizational, personal) are analyzed, which complicate the effectiveness of the process of forming a student’s professional image. To mitigate risks, virtual workshops were held to popularize the positive results of image culture through network communities, which contributed to the development of skills to generalize their own experience of image-forming activities, web development skills and presentation of a personal brand on the network. Image coaching as a consultation was aimed at shaping one’s own style and image, a vector of role positions in communications, comparing the “external” and “internal” image. The indicated positions allowed the authors to develop and test within the framework of experimental work on the basis of the Orenburg Institute of Railways – a branch of the Volga University of Railways, psychological and pedagogical support for the formation of a professional image of a future specialist, including the implementation of the program “My professional image” and a system of pedagogical support through the Map “My route of professional image.” The author’s program was based on the principles of psychological and pedagogical support for the formation of a professional image of the future specialist (emotional comfort, dialogic, cultural character), which made it possible to ensure the effectiveness of the implementation of the author’s program “My professional image.” The proposed forms and methods of organizing the image-forming activities of the future specialist within the framework of the author’s program allowed students to find productive samples of verbal self-presentation, self-presentation, to analyze the components of visual culture, to form popular models of cooperation and co-creation, which determined the success of the individual trajectory of the formation of the professional image of the future specialist. Keywords: professional image, opportunities of the socio-cultural environment of the university, risks of imageforming activities, program for forming the professional image of a future specialist | 3 | ||||