Functional characteristics of the image. A positive image of the organization is a competitive advantage and a sales stimulator. The main characteristics of the image as a mental image, its types and functions

The image of an organization is determined by a set of characteristics that give an idea of ​​its activities. There are basic characteristics that are inherent in any type of organization and enterprise and are interpreted depending on their specifics. For the image, it is not the characteristic itself that is important, but the idea that can be created about it by professional means and which provides the organization with a positive image. In an unranked form (since the ranking depends on the specifics of the organization), these characteristics can be represented as follows:

1. The image of the head of the organization, which in the most general form

is built on the basis of the idea of ​​his abilities, attitudes, value orientations, socio-psychological characteristics, as well as his external data.

• 2. The image of the staff, reflecting the physical, psycho-physiological and social data, culture, professional competence, personal characteristics, visual-auditory features, etc.
• 3. The social image of the organization, built on the basis of the ideas of the public and different social groups about the organization, about its role in the political, economic and cultural life of society.
• 4. The image of products or services offered by the organization to its consumers and clients, which includes an idea of ​​their price and quality, their functional value, distinctive properties and uniqueness.
• 5. The business culture of the organization and its style, the socio-psychological climate, the perception of the staff about the comfort and reliability of their organization, creating a powerful potential for the formation of a positive image.
• 6. External paraphernalia (corporate design, form style, visual image of the organization), which includes the design of premises, transport, branding.
• 7. Business image as a characteristic of the organization's business activity, including business reputation, competitiveness, innovative potential, stability, reliability for consumers and partners.

The effectiveness of the organization's image is determined by generalized criteria that are manifested at the level of any organization, regardless of its specifics, as well as private criteria, the basis for which is the uniqueness and specificity of the organization.

We single out some generalized criteria that indicate the attractiveness of the organization's image:

• · Positive assessments of the organization's activities received from senior managers or owners, consumers, partners, third-party enterprises and organizations that are not directly related to this organization, as well as from the personnel of the organization itself.
• The competitiveness of the organization, shown through high quality products, goods or services, through the preservation of the contingent of consumers and personnel of the organization.
• · The reputation of the organization, which is manifested in trust in it, the complementarity of consumers and partners, the recognition of the organization by various social groups, including those that are not among its consumers.
• · Positive assessments of the organization's activities by the media, which is largely achieved by demonstrating the recognition of socially approved norms of activity: charity, assistance to culture, education, childhood, etc.
• · Development of professional competence of the personnel of the organization, ensuring its psychological readiness for activity, for changes.

Such aspects of the organizational culture of personnel as a high level of organization and self-organization, the ability of employees to perform professional functions productively, low dependence on external factors.

Image, definition of the concept.

, image image characteristics:

2) social characteristics

3) symbolic- This characteristic is associated with ideology and culture. The image is present in a person's personal life. In real life, there are many situations in which a person reacts not to reality, but to an image. They include: image - reputation, image of a politician, image of a company, image of a product or service. An important characteristic of the image is its functionality, created image is not an end in itself, the image is needed in order to achieve certain goals. Image object serves: this is the one for whom the image is created, the bearer of the image, there is the concept of an image audience.

Image functions: 2 blocks.

value functions.

a) personality-elevating, self-esteem increases.

b) comfort interpersonal relationships if a person has a level in a given environment, perceives the best, he causes sympathy.

c) psychotherapeutic.

Technological functions.

a) interpersonal adaptation.

b) highlighting the best personal and business qualities.

c) organization of attention.

d) overcoming age boundaries - thanks to the image, you can erase age, professional, personal boundaries and feel good, comfortable in the environment.

2. History of imageology. Imageology cannot be called a science with certainty. But, given her age, this situation is quite natural.

In domestic literature, the concept of image officially appeared relatively recently, about 15 years ago, which was marked by the publication in 1994 of the first edition of the book by V. M. Shepel. The formation of imageology as a science is still going on.

For the first time the concept of image arose in the 50s of the 20th century. Russell Rees applied this concept in the election campaign of US presidential candidate Ezinhower.

He made a bet not on what the president says, but on his appearance. The word image is literally translated into Russian as a picture. Russell considered the concept of image as a synonym for the word "image", this is not entirely true, since the appearance is only integral part image. In Russia, the concept image became the subject of public attention and scientific analysis only at the end of the twentieth century. The general reader was aware of this area thanks to some popular publications of foreign practitioners-designers, make-up artists, hairdressers. In the mid-1990s, the first serious domestic developments in imaging appeared, dedicated to psychological aspects formation of an individual image.

Published in 1994, the first edition of the book V. M. Shepel "Imageology: the secrets of personal charm" marked the formation of a new area of ​​scientific research - imageology, and in professional field appearance new specialty- image maker.

Image and its components.

The main components of the image.

1) external image or dimensional.

2) verbal image (based on speech and pronunciation of a person).

3) kinetic (nonverbal).

4) professional image, ideas about a person as a specialist or professional).

5) environmental (characterizes the human environment, his house, office, desktop, place of leisure).

6) personal image.

Pocheptsov highlights the components of the image:

1) biological.

2) communicative.

3) social.

4) mythological, associated with the use of stereotypes.

5) professional component.

Image classification.

There are many image classifications. There are three approaches to the image.

1) functional:

1) a mirror image, that is, how we present ourselves

2) the current image, a variant of the image, characteristic from an outsider's point of view

3) the desired image reflects what a person aspires to. When self-description of parties, movements.

4) corporate image is the image of the organization as a whole, and not individual divisions and results of her work.

5) multiple image, which is based on the presence of a number of independent structures instead of a single corporation.

2) contextual approach, there are three types

1) mythological image is the construction of human behavior, taking into account the prevailing myths.

2) a modeled or strategic image - an image of a person. which seeks to create image makers and involved specialists.

3) a closed image, characterized by the fact that each person can enter into it the features that he considers more convincing.

Comparative approach.

2 types: 1) male, 2) female.

There are also classifications:

by subject: 1) personal image. 2) commodity. 3) group image. (organizational, corporate, national).

by the nature of the interaction: 1) direct image, formed in the process of direct interaction of a person with others. 2) indirect, formed in absentia, without personal contact.

by the nature of the emotional impact on the audience: 1) positive. 2) negative.

according to the degree of achievement of the goal: may or may not be effective.

by the scope of the image audience: 1) target-accurate image. 2) massive.

according to the ratio of individual characteristics and social requirements: 1) opportunistic (increased demand environment image environment). 2) limited image, focused on self-awareness and self-respect. 3) balanced, focused on both of these theories.

by appointment: 1) self-exalting (to improve self-esteem). 2) self-affirming (focused on increasing self-perceptions). 3) target image (to achieve specific goals).

5. Female image. Image is not only appearance. Manners, speech, gestures, habits, communication style are directly related to the image of a woman. Appearance. A woman with an image, on any day without exception, looks fresh, neat, clean and ironed. No broken nails, loose loops or wrinkles on stockings and pantyhose! The image of a woman prescribes constant concern for appearance, and not just on the eve of an important event. Excess hair from the face and body should be regularly removed in any way. Pedicures, polished or varnished nails, feet and heels, knees and elbows should be regularly treated with emollients to make them soft and attractive. A self-care woman is always carefully dressed, from the moment she gets up in the morning to the moment she gets ready for bed. Her handkerchief is always clean and never left on chairs or tables in the office or at home. You should try to keep your hair in a neat condition until the end of the day. Speech. A calm, melodic, deep voice, combined with good pronunciation and clear articulation, is a guarantee that you will draw the listener's attention to the speech. Don't talk while slouching or leaning over. Correct posture, in addition, contributes to good heart function and sufficient supply of oxygen to the lungs. It is necessary to monitor the pace of speech: its lengthiness can create the impression of mannerism, and haste will prevent the interlocutor from catching the thread of the conversation and entering in the right place. woman at work. Femininity and dignity should not be lost under any circumstances, no matter how highly qualified she is. A rude, unfeminine woman cannot become attractive either as a partner, or as an employee, or as a leader in any area. The image of a business woman requires her to always be as efficient and attentive to work as possible, although all household chores often continue to lie on her. The image of a woman in the status of a leader should not allow you to treat male subordinates as if you yourself have become a man. This is the path to defeat.

6. Male image. The most common and most recognized business wear today is the ¾ suit. A suit is a visiting card of a business person. The main component of the classic style for a man is, of course, a tailored suit with a minimum of decorative details. The most common two types of men's suits are the so-called twos, consisting of a jacket and trousers, and threes, consisting of a jacket and trousers, complemented by a vest. This suit is perfect for your daily activities - business meetings and meetings in a formal setting. Pants must be of a straight cut and of such length that they go down to the boots with a small fold. A self-respecting elegant man should have at least ten ties in his wardrobe. Socks should be long and one tone lighter or darker than trousers. The classic style also makes great demands on shoes. Classic style shoes are distinguished by rigor, monotony and a complete lack of jewelry. The appearance of a business man must be impeccable. Special attention a business man should be given to ensuring that only a fresh and pleasant aroma emanates from him. The pungent odor is completely unacceptable. It is difficult to imagine a business man - solid, elegant, radiating self-confidence and creating his own attractiveness - with disheveled or, even worse, unkempt (unwashed and long uncut hair). For such a man, a hairstyle, as a detail of appearance, is of great importance. It not only emphasizes his respectability and elegance, but also allows, if necessary, to change his image, turning it from a strict business into a more refined and refined one. Clothing and accessories should be appropriate for the place and time. As you know, the main thing in a man's wardrobe is a suit. Every man should have several suits. A business man must have a cell phone, a portable computer "laptop" and an electronic "organizer". All these necessary accessories, in accordance with the style of a VIP man, should be in elegant cases made of thin leather.

7. Individual image. An individual image is the image of an individual (person). The essence of building an image is the generation of such an image-forming message that will be read by the audience with a predictable effect. In ordinary consciousness, the image is interpreted indivisibly as a single, holistic image. At the same time, it is known that there are various states of the image, such as appearance, behavior and speech of a person. AT public life a person forms his image in these three main areas. It is the three components that work together that make it possible to create a positive, integral, truthful individual image of a person, both personal and professional. Image-making technologies also include work on creating an environmental and materialized image. The materialized image is expressed in the creation of those things and objects that a person created himself. Products of a materialized image should form both in the minds and subconsciousness of their recipients a positive attitude towards the author of the products. The environmental image is expressed in the formation by a person of his artificial habitat. The objects of the environmental image include workplace person, his office, office, dwelling, car. Products of human activity in the field of creating an environmental image should evoke a feeling of pleasure in people who see them or hear about them.

It follows that the technologies of image formation include work in the field of development:

1. verbal image;

2. non-verbal (kinetic) image;

3. dimensional image;

4. environmental image;

5. embodied image.

8. Group image- this is the image / image of one social group in another social group. The image of the country, city, region, party is based on the methodological basis of the group image.

Corporate image

Corporate image- this is the image of the organization created in the process of subjective interaction, which includes elements that contribute to the perception of this organization as a subject. The image of the company is the aggregate public perception of the company by many people. The impression about the company is formed by: personal contacts of a person with the company; rumors circulating in society; media messages. The structure of the organization's image includes the following components (or components):

1. The image of the product (service) (comprises people's ideas about the characteristics that they think the product has)

2. Internal image of the organization. (these are the employees' ideas about their organization. The main determinants of the internal image are the culture of the organization and the socio-psychological climate).

3. The image of the leader or the main leaders. (The idea of ​​intentions, motives, abilities, etc. based on the perception of characteristics that are open to observation).

4. Staff image. (this is a collective generalized image of the staff, revealing the most characteristic features of it).

5. Visual image of the organization.

6. Social image. (perceptions of the general public about social goals and the role of the organization in the economic, social and cultural life of society, it can be expressed through the mission, philosophy, special social programs).

7. Business image of the organization. (The idea of ​​the company as a subject of a certain activity: business reputation, conscientiousness of business activities, business activity, innovative technologies usage, pricing flexibility).

8. The image of consumers of goods.

10. Subject image. Subject image- includes an image trademark, brand image, product image.Under subject image is understood as such a symbolic image of a thing or other inanimate object, created in the process of subject-subject interaction, which provokes the perception of this thing or object as a subject. The main mechanism for creating a subject image is personification. In fact, it is about creating a special attitude in relation to the subject. Examples of personification include giving human names to courts and placing rostras on them, erecting statues, using mannequins to display clothing, even though there is no rationally justified need to use figures endowed with human features to display clothing. Thanks to personification, it becomes possible to create a subject image. The motivation underlying the activity of creating a subject image is akin to that which guides the creation of an individual image. It is with personification that the introduction to advertising plots is connected. advertising character. At the same time, as such a character, advertisers most often seek to use an image with which the consumer can identify himself. Professional creators of subject images adhere to the general principles of character selection, which were mentioned in connection with an individual image, in particular, they strive to avoid symbols that can cause any negative associations in the recipient of the image.

Leader's image.

With regard to the personality of the leader, the concept of image can be defined as follows. Image- a holistic, consistent image of the leader in the minds of others, corresponding to the goals, norms, values ​​​​accepted in the target group and the expectations set by group members for the leader. The image of a leader is built on individual features person, taking into account internal and external components. An important feature of the leader's image is his activity, that is, the created image must be able to influence the consciousness, emotions, activities of both individuals and entire groups. The integrity of the image is an important characteristic. The structure of the image includes not only appearance, but also leadership style, communication and interactive skills, manner of speech, etc. The image should contain both disadvantages and advantages. Only a holistic image inspires confidence. Consistency, that is, the external manifestations of the image must correspond to the internal state of a person. The goals, norms, values ​​of the organization, these terms bring the concept of image beyond the personality of the leader and make you look at the problem from the point of view of the organization as a whole. Thus, the image of the leader as a holistic and consistent image must correspond to the characteristics organizational culture. The purpose of the formation of the image is to model the way the leader is perceived by subordinates, in which they organically fit into the system of expectations of subordinates, corresponding to the prevailing type. corporate culture. Image functions leader: 1) the function is associated with motivating to something, motivating. 2) normative (creation of a norm of behavior). 3) bringing the leader to action in accordance with the expectations of subordinates. The image characteristics of a leader are conditionally divided into physiological (strength, energy), personal-communicative (photo- or telegenicity, voice timbre, culture of speech, ability to behave), sociological ( human qualities), professional and political qualities.

12. Image of the city, country, region. This is a set of spontaneous or purposefully formed, reproducing ideas about a city, region, territory in the eyes of politicians, entrepreneurs, tourists, the creative elite and other interested groups, as a place of residence, a place of recreation, a place of business, a place of historical events or a location of unique sights. The image of a city, region and territory can be formed spontaneously or purposefully. The image can and should be managed, i.e. enhance strengths and diminish weaknesses. If this is not done, then the leading role will be played by negative attitudes, which are very difficult to correct. At present, the image attractiveness of the region largely depends on how effectively its socio-economic, political and cultural potential is used. There is constant competition for investment resources between states, regions, cities and enterprises. And the success of the development strategy largely depends on the image policy of the authorities, which builds an effective feedback with the public. The modern image policy is based on the use of modern PR and communication technologies, which allows the region to occupy its own niche in the face of growing competition for attracting investment resources, as well as talented people, creative professionals and managers, the main resource of the industries of the post-industrial era. In the work on forming a positive image of the regions of the country, in our opinion, should actively participate: administrations of the constituent entities of the Russian Federation; municipalities; regulatory authorities investment activity territories; bodies responsible for public relations, economic development, tourism, foreign economic activity and the international cooperation; representatives of the scientific community, the media, public organizations and others. We can single out the following tasks related to increasing the role of brands (we call them more delicately - symbols) in the promotion of the region in the communication space:
- improving/maintaining the competitiveness of industrial and service enterprises located in the region;
- increasing the degree of identification of citizens with their territory of residence;
- attraction to the region of new enterprises related to the industry in the field of culture;
- creating a level of fame above the regional (national);
- increase in the flow of business and ordinary tourists, the development of ecological tourism;
- to attract attention federal government to the problems and achievements of the region;
- increasing the attractiveness of the region for promising applicants;
- involvement of the residents themselves in solving regional problems.
Unfortunately, there are still very few examples in Russia when regional and municipal authorities are seriously dealing with the problem of promoting information and maintaining a favorable image of the territory. The current situation is such that without information there will be no trust. Without trust, there will be no investment and development of production. Without the development of production, there will be no economic growth.

I am a concept.

Each act of our self-consciousness, any state of our "I" presupposes the presence of three components: mind, will, feelings. Reason allows you to give a description of the situation, feelings - its assessment of the will acts as a source of prescription. Every mentally normal individual has not one, but whole three "I":"I-image" is what we think of ourselves, our knowledge of ourselves. For a normal person, this knowledge is necessarily positive, that is, we think of ourselves more often than we really are. Self-esteem here is conscious in nature and acts in the form of self-respect. The real "I" is what we really are. Here, knowledge is no longer in the foreground, but assessment, and, as a rule, not realized and not always positive, often formed in early childhood. Image - unlike other sides of our "I", it is like "I" - external: how a person presents himself, what impression he makes on others. The ability to make the necessary impression is especially important in short-term contacts. Acting and diplomacy in this case are necessary, but they are not enough, since the image is "read" in a matter of seconds and this happens unconsciously, primarily by the external appearance of another person. So, each person, as it were, forms his own external image, he is "read" by other people, and on this basis a certain attitude is formed. Image is a combination of a number of variables, with a form prevailing over content, a self-presentation option that focuses on the best qualities, increases self-esteem and authority among potential consumers, and is also the key to success in the correctness of the concept of developing public relations.

14. The main directions of creating an image. Image is always a purposeful process. In our opinion, there are two types of information images that are formed with the help of an image. Social image and individual image. At the same time, each type of image performs its task, based on its principles, and forms its own technology. The first type of image - social - is used in political practice and the media. The second type - individual - is used in business and behavioral contact. If for the first type of image the basis is subjective-objective relations, that is, a person-audience, then for the second type it is a subject-subject relationship (that is, a person-to-person). But the main thing that they differ in is the goal that they set for themselves and the mechanism for creating an image. The first strategy involves the formation of an image-myth, a phantom, most often torn off from its owner. Sometimes the type of image is used in order to obtain the necessary behavioral response. This way of creating an image does not imply any changes in the owner of the image itself, but only changes the idea of ​​him. It is designed, as Machiavelli wrote, for the fact that “everyone can see, but not everyone can touch”, and therefore, “check” this image in close communication and personal contact. Perceiving such an image, we rely on the media, which, as it seems to us, provide diverse and multifaceted information about the object. At the same time, an erroneous opinion is created that we draw independent conclusions and form “our own independent opinion”, which we subsequently trust. The second strategy is designed for a close perception of the image carrier in direct everyday communication with another person. This approach focuses on a real change (improvement) in the totality of visual and behavioral characteristics of a particular person. At the same time, some personality traits are emphasized, protruded, while others, on the contrary, are smoothed out and camouflaged. A person strives to change not only externally, but also internally, in order to make his behavioral communication more comfortable. However, it should be noted that any process of creating an image as an initially given image involves a certain amount of manipulation. When creating a social image, it is necessary to combine the real image with the given one.

15.Color
Color also plays an important role in creating a company's own identity. Almost everything has color: the company logo, its products, the uniform of its employees, the office building and its interior, advertising and, finally, packaging. Long gone are the days when Henry Ford said his famous phrase: "A car can be any color, provided that this color is black." The industry is now using great amount variety of colors. Color can become the main distinguishing feature of a company. To do this, she must choose a single color or color scheme and then stick to it all the time. If a company uses the same color all the time, that color becomes an integral part of its image. There are many examples of this: Kodak - yellow, Tiffany - blue, IBM - blue, Mary Kay pink. The Coca-Cola Company is known to use the color red. In order for this color to be recognizable, the company controls the correct reproduction of the same shade of this red throughout the world. Smell. Smells play an important role in creating an image. For a positive image, the appearance of a person is important, which reflects his individuality, combines natural and personal characteristics. Choosing a fragrance that suits the created image plays an important role here. Shepel V.M. among the components of the charm model - one of the most common behavioral techniques in imageology - calls the “loop of“ his own ”perfume.” The role of smells in creating an image has increased due to the fact that the human body today is experiencing a huge and plastic surgery, and the technique of gender reassignment, and the popularity of various bodily practices. Having changed his body completely, a person finds himself in a difficult situation when a problem arises with self-identification, since traditionally a person is used to thinking of himself and his body as something stable, permanent. Modern culture is changing the human body in a fundamental way, including at the level of smell.

16. Image focused on perception. Any image of a politician, artist, head of an organization is an image oriented towards perception.
What are the requirements for the image. characterized by:

1) altruism, friendliness; 2) intelligence; 3) activity, extraversion;
4) self-control, consciousness. The difference between famous people and ordinary people is purposefulness and a sense of their mission. People with a mission focus on developing their talents, abilities, while most other people just go to school or work. The frame of the image is a structure consisting of the Mission, Goals and Legend (moreover, the legend includes the mission and goals).
If a bricklayer working on the construction of the Cathedral of St. Peter in the Vatican a hundred years ago, was asked, "What are you doing?" He would say, "I'm laying bricks." This is an ordinary person's answer. And if he answered: “I am building one of the most important shrines in the world!” “This is the answer of a man with a mission. And only then the image fulfills its special role when there is a legend behind it and this legend is read. We all present ourselves to the world through an image. What do I want you to know about me through this image? One of the needs of the audience is to recognize oneself, one's thoughts, ideas, to recognize one's social circle (one's own). Publicity success comes to those who capture the audience's expectations and then lead them along.

17. Image focused on self-awareness. The formation of this image is associated with the expansion of one's subpersonality, one's external and internal abilities, with "getting used to the role." Often this role or roles are imposed from within, that is, by the person himself, and from the outside, by his environment. The well-known experiment, when students were placed in prison and some were identified as “prisoners” and others as “guards”, ended prematurely and very sadly. The "prisoners" rebelled after the second day, and after the suppression fell into apathy. Actors often experience the influence of external factors and internal attitudes. Many famous actors claim that the most significant roles leave a mark so strong that they become part of their personality. Therefore, we are so interested in people of this amazing profession. “Getting used” to the role, they appropriate character traits for themselves, and even external features character. And it is no longer clear where the actor is a person, and where the actor is an image - everything merges and another person is born before our eyes. Part of the individual image industry are, for example, fashion magazines that form a fashionable organic image of a modern woman or man. Most often, people use models that embody charismatic qualities. "Appropriation" and changing oneself by "getting used to the image" through copying verbal and non-verbal samples of Human Perfection.
Building an image based on self-awareness can be represented as a chain of successive actions: Observation - Mental image - Copy - Assignment - Change.

18. Individual typological properties of the leader. Characteristics of the psychological components of the personal component of leadership highest value have qualities: 1) impulsiveness - reflexivity. Impulsive people have no or curtailed orientation, they immediately begin to perform, which is often erroneous due to lack of an adequate understanding of the conditions and tasks of activity. Reflective people, on the contrary, before starting to do anything, thoroughly understand the essence of the problem, which requires high costs for a while. 2) plasticity or rigidity. Plasticity characterizes a person as quickly switching from one activity to another, such people have a changeable mood, emotionality, they can perform several actions at the same time. Rigidity speaks of fixation on some action or construction, borders on pedantry, with a commitment to exceptionally consistent activity, punctuality. 3). Extraversion and introversion. Extroverts are open people, easily converge with people, easily overcome conflicts, introverts are closed people. 4) extrapunitivity and intrapunitivity (some rely on chance, others on themselves). 5) emotivity (high or low level) characterizes the emotional side of human behavior and manifests itself in the threshold of emotional reactions and the form of their expression. a feature of an emotional attitude towards other people can manifest itself in empathy) the ability to sympathize, compassion, put oneself in the place of another).

19. Political image- this is an emotionally colored image of a political leader that has developed in the mass consciousness and has the character of a stereotype. The formation of the image occurs both spontaneously, unconsciously, and consciously, when the features of the perception of a politician are carefully monitored, new strategy and tactics of forming a favorable image. How is the image formed, including the image of a politician? The first is direct image-forming information: the manner of dressing, holding, speaking, gesticulating, professional literacy, erudition, efficiency, initiative, political platform, program of action. Those. personal and professional quality politics received directly: in personal meetings, speeches on radio, television, etc. This information can be assimilated both on a conscious and subconscious level. If we are talking about the formation of the image of a newly "promoted" or unknown politician, then it is necessary to monitor not so much what he says, but how he says it (the correctness and clarity of speech is conscious and partially subconscious information), as well as how he holds himself (the position of the head, hands, look, gestures - subconscious information). The first thing that influences the formation of the image is the personality of the politician, his words and deeds. And the second? Well, of course, indirect image-forming information: rumors, gossip, anecdotes, dossiers, compromising evidence (that without which it is so boring to live in Russia), information about lifestyle, work, leisure, friends, relatives, etc. The purposeful formation of a political image is a labor-intensive process that can no longer be done by individuals, but by specialized agencies. Nowadays, no self-respecting politician can do without the help of such specialists.

20. Image of a civil servant. Creation of an effective modern civil service, optimal and manageable state apparatus in general, it will increase the efficiency of the state apparatus with a corresponding increase in personal responsibility. 8 ethical standards to be followed by every government official.

A person who yells at his subordinates should immediately leave this position in our time. Before leading a team, an official must himself learn to obey, to be able to do what he requires from his employees.

Image, definition of the concept.

For the first time the concept of image arose in the 50s of the 20th century. Russell Rees applied this concept in the election campaign of US presidential candidate Ezinhower.

He made a bet not on what the president says, but on his appearance. The word image is literally translated into Russian as a picture. Russell considered the concept of image as a synonym for the word "image", this is not entirely true, since the appearance is only an integral part of the image. So , image- this is an opinion of a rational nature or emotionally colored, arising in the psyche of a person or a group of people about a certain object on the basis of an image formed in the mass consciousness and having the character of a stereotype of an emotionally colored image of someone or something. There are three main image characteristics:

1) personal characteristic: the physical features of a person or thing.

2) social characteristics- connected with the current situation, this is a rather mobile part of the image (model of behavior, status of a person, position held)

An image is an image, a stereotype, a set of certain qualities that has developed in the minds of people, which are associated with an individual. The concept of reputation is very close to this concept.

Initially, the concept of image was used in the business environment as the main means of influencing consumers. Later, the image began to be understood as the most important category in the socio-political sciences and in psychology.

Stereotypes have been created in the minds of people for years under the influence of what they read in newspapers, magazines, books, seen on TV and heard in the team. A significant role in the formation of such stereotypical ideas is played by the policy of the country's leadership, and the intellectual level of the individual, and the general economic level of the country.

For example, a large number of actors, having played one role, the most remembered by the audience, often complain that the image and reputation of the movie hero has spread to the actor in life. That is, even close people, acquaintances and friends ceased to perceive the actor in isolation from the role he played. In fact, a comedic or tragic character in the minds of people became inseparable from the artist who performed it on stage or in the cinema. For many actors, it was impossible to change the image of a movie hero even until the end of their lives.

Another example of image and reputation is the idea of ​​expensive cars as social success, happiness, and material wealth. The image of great opportunities and position in society is also provided by expensive real estate.

Recently, the topic of image formation (of a person, a company, a show business star, a businessman, a state or a politician) has gained significant importance in life. And this is understandable, because what each subject demonstrates and flaunts has a significant impact on most of his environment. Therefore, the right approach to the formation of a personal image is the key to the success of many events.

An image is the same as a name, a concept inextricably linked with the idea of ​​a person. This is a person's calling card. This is the impression that other people recreate in their memory when they remember you.

The rules of image formation in the modern world

First of all, you need to define the image, what it is. The concept of image is not only appearance, the ability to look good, to match a hat to shoes and lipstick to a handbag, it is also the adequacy of reasoning, competent speech, and manner of communication. If it is important to attract the opposite sex, then image and reputation will play a major role. Not only among acquaintances, but also in the family, at work, in relation to older people, in love with the younger generation.

Everyone has it social class society formed its own idea of ​​the concept of image. It is important to understand that it may differ from your opinion. Clothing, manner of speaking, manner of carrying yourself, gesticulating, intonation of words and sentences are a great way for an employer or future spouse to form an opinion about you.

You need to start working on the formation of your image and reputation with an adequate analysis of yourself and your capabilities.

A stylist will help you change your appearance, a makeup artist will tell you how to properly care for your skin and do the right makeup, a psychologist will help you accept yourself and your own “I”, a dance teacher will teach you movements and the right gait. It is never too late to change the image, it is important to correctly assess yourself and the situation.

What else you need to know about the formation of the image

The image should be changed in accordance with the emerging changes in life. If, for example, you change social status, then you should think about changing the style of clothing. Sometimes the image needs to be changed in accordance with the dress code of the company you transferred to.

Image and reputation are reviewed and in accordance with age. It is important to know that if you do everything right, then the impression you will make will be positive. The element of uniqueness in creating your image should always be present. Image and reputation are not isolated from each other.

The main condition for achieving professional success is constant activity. inner world human, incessant work on oneself, on one's spiritual development. As people train the body and pump up the muscles, it is also necessary to train the memory, the ability to think and analyze. First of all, books will help here. Professional and fiction not only store knowledge, but also teach to think, increasing competence and positive productivity. Professionalism implies confidence and the ability to control the situation. Together with economic success, professional and career ones provide a person with a high social status.

The very same social status is determined by age, education, profession, position, prestige, material security, personal freedom, the level of legal and moral security, career and personal prospects.

Components of the image

• Clothing, hairstyle, accessories, tattoos, piercings can say a lot about a person. As you know, they meet a person by clothes. Therefore, clothes can characterize a person even before he says something or introduces himself.
• Personal hygiene is also equally important - well-groomed hair, nails, proper and appropriate makeup. The appearance of a person, first of all, affects his image and reputation in society.
• The mimic image of a person is an expression of his face, a smile, a look. Facial expressions give out a benevolent or negative mood of a person. Many people know how to mask and carefully hide their feelings and emotions from others, but the position of the lips, eyebrows, facial expressions can tell a lot about what a person really feels.
• The kinetic image of a person is gait, posture, movements, gestures. Slouching people, assuming inappropriate poses, holding their heads too high will not make the most pleasant impression. The manner of moving, holding your head, fixing your hair is another way to let other people understand your positive, kind attitude.
• Verbal image and reputation lie in the manner of speaking, as well as what words a person uses, how rich or poor his vocabulary is, whether he is good at highlighting words, what intonations he uses, whether he is able to reason logically. This type is similar to a mental image that characterizes a person according to his social, religious and worldview beliefs.

The last component is by no means the least important. This image is real, that is, all the well-being of a person: clothes, a car, an apartment, a villa by the sea, books, paintings, generic jewelry and jewelry.

The materialized image echoes this component - poems, books, dissertations, scenery, Business Cards, software products, patents, Christmas decorations, confectionery - everything that was invented, made, embodied, created by man.

Internal and external structures of the image

All three structures are closely intertwined in a person's idea of ​​himself. Image and reputation help each person to determine their individual style, if they are harmonious and form a single image of a person.

The purpose of the image in life

The main purpose of image and reputation is to achieve the effect of personal attractiveness.

It is important for a person to win over people, no matter what he does. Whether running a business, defending a dissertation or an important project, looking for a husband or shopping in a store - everywhere it is important to be able to make a good impression and win over people. Without this skill, it is really impossible to achieve outstanding success. Therefore, it is so important to know what an image is and, if necessary, to be able to change the image.

Specialists work on creating the image: make-up artists, psychologists, dance teachers and yoga trainers, PR and marketers, producers and sociologists, speech therapists and stylists. There are schools where they teach how to achieve what you want with the help of the visual effect of a person. Practicing psychologists are trained in such schools. In addition to the visual component, they will teach the correct worldview and self-image, talk about ways to accept yourself and increase the attractiveness of a person’s inner appearance.

There are today and new profession- image maker. This professional will tell you how you can change the image to achieve maximum success at work, when managing a company or doing household chores. Also, famous people can resort to the services of this specialist in order to form a scandalous image about themselves.

Image makers are advised to accept their outer shell (image) as a means to achieve their plans. It is necessary every day to be well-dressed in public, neatly combed, with the right make-up, behave appropriately, watch your words, gestures and even gait. That is, his reputation should be conscious and thought out to such trifles as, for example, clothes, accessories, greetings, topics of conversation, attitude towards other people, everyday positive mood and gratitude.

For company executives, it can also be energy, steadfastness, for subordinate employees - punctuality, for housewives - caring, etc. Then a person will produce good impression. And he will be accompanied by success in all plans, deeds, and not just in personal relationships.

The purpose of the image, mainly, is to assert itself in one's own eyes and improve one's own sense of one's "I", take a better position in society, that is, to the extent possible, correspond to certain stereotypes in social group, achieve a certain goal in a career plan or in a financial environment.

Socio-psychological analysis of the image

The concept of image with a high degree of confidence can be called an interdisciplinary concept, since its formation took place in many sciences at the same time, generalizing knowledge in accordance with the goals and objectives of each science. At the beginning of the twentieth century, the process of the formation of this concept was studied mainly by psychologists and sociologists.

A person today, in the twenty-first century, living in a new information society, is valuable only as a person capable of self-expression and having undeniable success in all areas of his life. At the same time, the individual expression of each person occurs more and more with the help of information technologies: social networking and virtual communication. Living human in this case is simply replaced by symbolic communication in order to exchange information.

The roles that a person performs every day in the family, at work or in a cafe become symbolic. A certain image and reputation of a person are created depending on the environment in which a person has to be on a daily basis.

A person, mainly due to the influence of the media, has developed his own idea of ​​the concept of image. This is the image of a person through the eyes of other people, a whole range of stereotypes that are fixed to our personality in the minds of people, as well as our idea of ​​ourselves, which in one way or another is capable of being transmitted to others; external picture of personality in in social networks and its attractiveness to other people, read through the “like” signs in the profile on social networks.

The main objectives of the corporate image are:

increasing the prestige of the company;

increasing the effectiveness of measures to promote a product / service;

facilitating the introduction of new goods (services) to the market, since it is easier for a company with an established image to bring a product to the market;

increasing the competitiveness of the company, since in conditions of an equal product, competition is conducted at the level of company images.

Zazykin V.G. also notes the functions:

forming a positive attitude towards someone or something. If a positive attitude is formed, then after it, as a result of the influence social connections confidence will surely follow and, in turn, high marks and a confident choice. Such is the psychological chain generated by a positive attitude. In addition, a positive image, as a rule, contributes to an increase in prestige, and, consequently, authority and influence.

A positive image is also an important factor high ranking, which is very important in a public activity rich in various information. That is why Americans say that a positive image is worth billions of dollars.

A strong image facilitates the firm's access to financial, informational, human and other resources.

The image has the following General characteristics:

• image - an ideal object that arises in the minds of people; it is not subject to direct measurement, it can only be assessed by their relationship, manifested in communication, activity, choice, therefore, when creating an image, it is necessary to monitor it and study reactions to it;
• · an effective image should be holistic and consistent, corresponding to unambiguous generalized ideas;
• · as an ideal education, the image is unstable, it must be constantly “reinforced” by advertising or various targeted PR campaigns;
• As a stereotype, an image should contain a limited number of components, the complexity of the design will only interfere with its perception, and therefore make the attitude towards it ambiguous;
• · the image, although it is an illusory image, must still be to some extent realistic, a clear embellishment of merits will lead to a decrease in trust;
• The image should be pragmatic, that is, a limited range of tasks is oriented, corresponding to the goals of the organization or the specifics of the present situation of its development;
• · an effective image must have the property of variability, an absolutely “rigid and unchanging construction” is unacceptable, the situation of image translation is always dynamic, it may be necessary to make adjustments;
• · the image should cause a strong emotional response, it follows from the very definition.

Depending on the defining criterion, several typologies of the image are distinguished.

One of the criteria is the direction of the manifestation, that is, information about the signs by which the image is formed. In this case, the image is:

• External, that is, manifested mainly in external environment, focused on customers or consumers (corporate style, logo, slogan, office interiors, staff appearance, etc.);
• internal, formed as an impression of the work and relations of personnel (corporate relations, ethics of behavior, features business communication, traditions, etc.).

Obviously, there can be close functional ties between these types of image. Moreover, they are even desirable, because their non-coincidence will cause distrust in the organization and its activities. It should be noted that in our practice there are more discrepancies when the external image meets the standards, and the internal one is its complete opposite.

The second basis is the emotional coloring of the image. Reliance on it gives only two types:

• a positive image (which is actually the main goal);
• negative image (formed mainly in politics by political opponents with the help of the so-called "black PR" and anti-advertising; in commercial activities much less is created, but if such work is carried out by competitors, then implicitly, indirectly using the psychological technologies of "secret coercion").

The third reason is the purposefulness of image formation. On this basis, two types are also distinguished:

• natural image, developing spontaneously, without special PR promotions and advertising as a result practical activities organizations;
• · artificial, created specifically by advertising or PR promotions and not fully corresponding to the nature and effectiveness of the organization's activities.

Experts noted that at the first stages of the organization's activities, artificial images dominate, as if embellishing reality, in the future, their mutual adaptation and convergence take place.

An image is still a mental image, although it is specially constructed, manipulative, and has the character of a stereotype. Therefore, the image as a special mental image still has the following general characteristics:

1) image - an ideal object that arises in the minds of people; it is not subject to direct measurement, it can only be assessed by their relationship manifested in communication, activity, choice, therefore, when creating an image, it is necessary to monitor it and study reactions to it;

2) an effective image is holistic and consistent, consistent with generalized ideas;

3) as an ideal education, the image is unstable, it constantly needs to be “reinforced” with advertising or various targeted PR campaigns;

4) as a stereotype, the image contains a limited number of components: the complexity of the design only hinders its perception, and therefore makes the attitude towards it ambiguous;

5) the image, although it is an illusory image, is to some extent realistic: a clear embellishment of merits will lead to a decrease in trust;

6) the image is pragmatic, that is, it is focused on a limited range of tasks that correspond to the goals of the organization or the specifics of the current situation, its development;

7) an effective image has the property of variability: it is absolutely unacceptable, the situation of image translation is always dynamic, it may be necessary to make adjustments;

8) the image implies a strong emotional response, this follows from its very definition.

Scientific research and PR practice, as noted above, show that the main function of the image is the formation positive attitude towards to someone or something. If a positive attitude is formed, then, as a result of the influence of social ties, it will be followed by confidence and in turn - high marks and sure choice. Such is the psychological chain generated by a positive attitude. In addition, a positive image, as a rule, contributes to an increase prestige, and hence authority and influence. A positive image is also an important factor high rating, which is very important in public activities saturated with various information. That is why Americans say that "a positive image is worth billions of dollars." To achieve a positive attitude and trust, PR activities should be directed.

When forming an effective image, it is necessary to clearly understand what kind of image is needed. Naturally, it is positive and attractive, but specification is still necessary, because it determines the nature and direction of PR activities, because the choice of the type or type of image determines the strategy and content of the activity for its creation. For this purpose, image typologies were created. They were developed on the basis of general and special grounds according to the criteria of similarity and difference. Consider these basic bases and their respective image typology. To illustrate, let's take the types of image of organizations.

As first base was chosen orientation manifestations, that is, information about the characteristics by which the image is formed. In this case, the image is:

1) external, that is, manifested mainly in the external environment focused on customers or consumers (corporate identity, logo, slogan, office interiors, staff appearance, etc.);

2) internal, formed as an impression of the work and relations of the staff (corporate relations, ethics of behavior, features of business communication, traditions, etc.).

Obviously, there can be close functional ties between these types of image. Moreover, they are even desirable, because their non-coincidence will cause distrust in the organization and in its activities. It should be noted that in our practice there are more discrepancies when the external image meets the standards, and the internal one is its complete opposite.

Second base is emotional coloring image. Reliance on it gives only two types:

1) a positive image (no comments are required here, all PR activities are aimed at achieving it);

2) a negative image (formed mainly in politics by political opponents with the help of the so-called "black PR" and anti-advertising; in commercial activities, much less is created, but if such work is carried out by competitors, then most often this is done implicitly, indirectly, using psychological technologies "secret coercion").

Third base - purposefulness PR activities. On this basis, two types are also distinguished:

1) a natural image that develops spontaneously, without special PR-actions and advertising as a result of the practical activities of the organization;

2) artificial, created specifically by advertising or PR campaigns and not fully corresponding to the nature and effectiveness of the organization's activities.

Experts noted that at the first stages of public relations work (or promotional activities) dominated by artificial images, as if embellishing reality, in the future there is their mutual adaptation and convergence.

Fourth base is degree of rationality perception. In this case, the image is:

1) cognitive, giving "dry" special information (focused mainly on people who are knowledgeable, narrow specialists);

2) emotional, sensual (such an image is aimed at a wide audience and is designed to evoke a strong emotional response).

Fifth base is content image, compliance with its specific activity. In this case, the following types are distinguished:

political image;

The image of the leader (and his team);

the image of the organization;

• image of the territory (city, region, country);

image of the idea, project.

Each of these types of images has its own psychological specificity, which determines the strategy and methods of its formation, the features of public relations and advertising activities.