The symbolic image of an object, which is based on the processing of information - this is the concept of image. Every year the role of the image in the process of influencing the consciousness of society is only growing. Mass consciousness can be influenced only by means of communicative units. Image types are based on many secondary factors.
Main Ingredients
Any image is characterized by established features, which can be divided into:
- Biological.
- Communicative.
- Social.
- Mythological.
- Professional.
- Contextual.
Each of the features has its own characteristics and characterizes different areas of the image. Interrelated in the modern world are factors such as the evolution of image types and clothing, the subconscious, behavior, appearance, and so on.
PR specialists
PR-specialists are working on creating the image. Their task is to realize all the characteristics in all areas of activity,as if it is a verbal, visual, event sphere. Professionals in their field should know what the concept of image is, types of image and image of the organization. Each of these aspects are closely interrelated.
Personal
This type of image is an image of a person, a set of characteristics that are perceived by others. The formation and development of the image depends on the following factors, on which any perception of a person by others is based. The main ones are:
- External data, which include physiognomy, facial expressions, motor skills, timbre.
- Behaviour, which is based on the manner and style of speech, clothing, gait and everything that affects the first impression of a person.
- Characteristics based on social status, education and professional qualities.
- The most important factor is self-perception. The general image and acceptance of a person by society largely depends on how the person perceives himself.
- An image created by intermediaries, which includes the media. This image focuses on the target audience, with which direct interaction is not expected.
The image of a person depends on many additional and accompanying factors.
Image typology
Science knows three typologies of image: functional, contextual and comparative. Each typology is based on its own characteristics. It's time to break down the main types of image.
Functional Approach
This typology is based on functioning and includes the following varieties:
- The mirror type is based on self-perception and our own idea of ourselves and our qualities.
- The current one is based on how others perceive the image, the so-called view from the outside. This area is of paramount importance in PR, since the lack of awareness of the target audience and the wrong impression affect the image no less than the actions and real actions of a person. The basis of the current image is the situationally correct type.
- Desirable is a reflection of our aspirations and goals. A clear demonstration of this type is the description of organizations and parties. Often such self-descriptions reflect what should be achieved in the future.
- The image of the organization is corporate. It is based on reputation, success and achievements, stability and goal setting.
- Multiple image begins its work in the presence of several independent structures and organizations. For example, these can be airlines whose activities extend to many countries and are supported by uniform symbols, uniforms of employees, colors.
These factors are the basis of functional typology.
Comparative image
This technology is used to conduct a comparative analysis of the image characteristics of several objects at once. The matching method allows you to identify the most influential characteristics of the type of image.
Context approach
It is complex, each of the elements is coordinated with each other. Each characteristic should not conflict with each other.
Typology within the context approach can be as follows:
- The mythological type is based on the leader following any established myths and traditions in society.
- The strategic type, which is also called modeled, involves the creation of an ideal image by image makers.
- Closed image involves prescribing by the consumer those traits to the leader that he himself considers necessary. This type of image was used by leaders for several centuries.
Personal or individual image is inherent in politicians, artists, businessmen, opinion leaders.
Corporate image - companies, firms, enterprises, parties and so on. It is divided into internal and external. The latter is the representation of the organization by the target audience, the surrounding society and in the minds of customers, competitors, the media, and so on. This image is formed from a visual, aesthetic expression. The action of the external image is aimed at those with whom direct or indirect contact is established.
Typology of E. Sampson's personal image
The researcher distinguishes three types in the personal image, which are based on a combination of external and internal factors. There are types of image: self-image, required and perceived. This typology depends not only on the attitude to one's own "I", to oneself, as a person, but also the attitude tosides of other people, both in reality and in the desired manifestation.
Perceived image
This type reflects how people around us treat us. This characteristic is considered very subjective. We often don't know what other people think of us. It is always difficult to say how society treats a person in reality, what they say in real life.
Required image
This type is quite important, since every profession, any line of activity requires from its representatives, certain image characteristics, a certain model of behavior. Even clothes play an important role. For example, the uniform of the military, judicial robes, crowns of kings - such elements of clothing indicate a person's attitude to a particular profession, oblige them to perform a specific social role. And each of these professions has a required set of rules of behavior, symbols. This is the essence of the required image.
Charismatic image
The founder of this direction in the definition can be considered Max Weber, it was he who introduced into circulation such concepts as charisma. He believed that charismatic leaders are obeyed because they believe in them, while the "leader" should live by what he does. He must have followers and devoted adherents. The leader must be thirsty to "do his job", otherwise he is a vain upstart. In the modern world, the situation is complicated by the media, and especially the Internet and television. Maintaining charisma is hard enough. Charisma is now given to a leader inif it is as open to its public as possible. However, any mistake can lead to detrimental effects. A great example is the president or pop stars.
Closed image
This type was especially popular during the Soviet Union. Each person could come up with those features that he considered convincing for himself. Like a bottomless hole, he could take anything into himself. And, as practice has shown, if the audience has less information, then the leader in their eyes looks more significant and weighty. This type of human image is already losing its influence and giving way to openness.
Typology by field of activity
An important area of image sharing is activity that depends on the different social contexts in which the image is formed. The following types are distinguished:
- Political.
- Business image.
- Media.
- Image of organizations.
- Image of the country.
Each of them has its own content, mechanism of formation and impact, as well as various forms of manifestation.
Unfortunately, not all managers, organizations and employees are not aware of the importance and impact of the image. And, as a result, they lose in the competition. “Image is nothing, thirst is everything” is a fundamentally wrong approach to successful activity.
