Image: what is it, how to create or change it?

Each of us at least once came across such a concept as an image. Someone attaches due importance to this phenomenon, but for another person it may not be important at all. People begin to think about their image at the moment when, for one reason or another, they are not indifferent to the opinions of others.

In English and French, the word "image" literally translates as "image" and means an artificially formed impression of a subject or object so that people around him have a certain psychological perception of it... An image, as an integral image, can be not only for a person, this concept is applicable to an organization, a brand, a country, a nation, an event, and so on. Today, the concepts of image, authority and reputation have become synonymous. An important point is that the external image and reputation are always the work of the person himself or a group of people interested in this process.

The external image, from the point of view of psychology, is always very informative and openly tells about a set of certain features that are inherent in an object or constructed by the conscious work of its creators. The image depends on many external and internal factors that are not static and can change their values.

The main components that make up the image of a person are 6 components.

Most people evaluate a person and any other object based on their first impression.

People around you pay attention to the following elements:

• hygiene and tidiness;
• the appearance of the clothes;
• posture and manner of movement;
• timbre and volume of the voice;
• eye contact;
• the vigor of the handshake.

This implies the general erudition of a person in matters that are interesting to people during communication. In every social environment, these interests are different. Demonstrating the breadth of knowledge, a person creates a pleasant impression of himself and forms a sense of community with the interlocutor. In such an environment, people tend to sympathize and trust each other. An educated person has authority among people, and he has the opportunity to influence their opinion.

It is understood that a person has in-depth knowledge and skills in a specific area. A high level of knowledge always has a positive effect on the image - people tend to trust a specialist, they respect him. Real awareness comes with experience, and such people always arouse genuine interest, since they are seen as a source of useful and reliable information.

To create and maintain contacts with people, the human psyche must have a certain flexibility. The ability to find the right pace of communication, the manifestation of interest in a person's personality, the ability to conduct a conversation at a level accessible to the interlocutor - all this determines our flexibility. The same approach to all people will not bring the desired result, since each person has his own ideas about the manner of communication.

Shows of interest and enthusiasm never go unnoticed, whether it's work or interpersonal communication. To interest other people in your persona, a person must have a spirit of pronounced involvement in any process... Any audience of one person or a group of people, when you show a high level of enthusiasm, very quickly becomes infected with it, experiencing genuine animation.

A person who forms his image must truly possess the properties that he translates into the outside world. "To be, not to seem" - this is the motto of sinceritythat people value and respect.

The first impression of the appearance, the level of knowledge and erudition, flexibility and enthusiasm - all this must be maintained on a constant basis and at a high level. The created image is a tool for positioning oneself in society and contributes to the establishment of strong social relationships.

There are quite a few gradations of types of image, but all of them can be divided into two main areas - verbal and visual.

• Verbal image - This is an impression about a person, formed on the basis of his oral or written speech. Any words that a person says or writes reflect his mental level of development. The better a person masters the art of clearly and clearly expressing his thoughts, the higher his image in the eyes of the people around him.
• Visual image Is a set of certain gestures, facial expressions, posture, gait, head tilt and other kinesthetic signs that characterize a person. Even the smallest detail matters, for example, with what facial expression a person communicates, at what distance he is to the interlocutor, how he makes eye contact.In society, there are norms and rules of behavior, knowledge and observance of which has an impact on the perception of personality by other people.

Considering the variations of the image, they can also be subdivided into objective and subjective types.

Each person can consciously or spontaneously form this or that impression of the people around him. A person will be judged by the totality of his personal qualities, which he manifests in everyday life.

But if the same person performs the functions of a manager, librarian or leader of a party organization, the image of his personality in connection with this social role may look completely different, adjusting to the generally accepted canons of social behavior and norms. Such a transformation allows a person to achieve certain professional success and form his own image in this direction.

Any organization, whether it be a commercial or a political reason for uniting people, tries to find its own individuality and distinguish itself favorably from their own kind. A positive perception of the organization in the eyes of society has a beneficial effect on its development, income and promotion of ideas.

Usually, the formed image is broadcast through the media, advertising, charity... Specially trained people work to create the image of an organization or a politician and focus people's attention on one or another strong quality, making it a competitive advantage in the eyes of the public.

Many developed countries are currently actively and purposefully working to create and strengthen a positive image of their historical heritage, cultural traditions, the internal structure of the state, and ethnic self-identification. The territorial image includes many aspects that depend on different people, united by one goal - to create a favorable impression of a nation, country or a particular territory taken separately.

Many items today belong to a brand or trademark, whose owners invest time, effort and money in maintaining a positive impression and recognition of their products. This is done to detach from competitors, as well as to gain customer loyalty. Recognizable brands and brands inspire confidence in people, which means they bring profit to their owners.

Every person, whether he wants it or not, has a certain image in the eyes of other people.

There are criteria by which we perceive another person.

• Appearance assessment - this is the cleanliness and tidiness of clothes, the neatness of hairstyles and makeup, the ability to choose and wear things that are appropriate for age, status and figure.
• Health status - they note whether a person is cheerful or depressed, whether he is physically full or his capabilities are limited.
• Generally accepted standards - compliance with the norms of behavior, education, cultural development is assessed. Does the person have the correct facial features, the structure of the figure, how does he stand out against the general background of the same people.
• Behavior - verbal and non-verbal ways of communication of a person with other people, positioning in society, the ability to comply with generally accepted norms are taken into account.
• Social background - nationality, race, where a person was born and raised, who his parents were, what social environment he lives in.
• Education - is determined by what education a person received, in what professional sphere he took place, what level of income he has, what kind of people surround him.
• Personal reputation - how much a person is respected in society, what opinion people have about him and why.
• Psychological features - what moral position a person takes, how he is guided in life, what moral and ethical qualities he possesses and how it is justified.

The purpose of creating an image for each person may be different - someone wants to achieve universal love, someone is interested in conquering the heights of business, and someone may have decided to become a world famous person. Working on the creation of an external image, people strive to convey their uniqueness to the consciousness of those around them.

The functionality of the external image is grouped as follows.

• Recognizability - the image allows people around you in a short time to identify you. Its main goal is hidden in the depths of the subconscious - it is important for a person to quickly understand whether the one who is in front of him is dangerous or not. Identification assigns a person to a certain social group, the belonging to which the person broadcasts with the help of the image.
• Idealization - it shows the desire of a person to become what he would like. Whether he succeeds in solving this problem or not, the image will show.
• Individuality - based on the fact that each personality has its own characteristics, allowing it to oppose itself to the bulk of other people.

To form a positive image, not only modern and successful media persons, but also ordinary people resort to the services of image makers. Creating an image together with a specialist allows you to choose a positive external image based on the characteristics of a person's character and the goals that he sets for himself.

Algorithm for the formation of the image.

1. We formulate a goal... Any image is a message to the outside world, and it is formed according to the priorities that a person places in life. Among the many goals, it is important to choose the most important one and formulate it clearly. For example, "I am a successful man", "I am a beautiful woman", "We are a reliable company" and the like.
2. Choosing the target audience... This step determines who your outward message is designed for, who should see that you are a successful man, a beautiful woman, or a reliable company. For example, the image of a successful man may be directed at colleagues in the banking business, the image of a beautiful woman should attract the attention of men between the ages of 30 and 40, and the reliability of the company should interest the buyers of motor boats. By choosing an audience, you can predict its expectations and needs.
3. Parameter List... According to the expectations of the target audience, a list of qualities and properties is formed that should be inherent in a person with the chosen image. For example, a “confident man” conveys reliability, will, purposefulness, and the image of a “beautiful woman” is emphasized by her appearance, charisma, and good manners.
4. Compare the desired and the actual... At this stage, a list of personality traits is compiled that positively affect the image. Among them, choose those that should be strengthened and emphasized. Then they find those properties of a person that will be destructive for his image - they will need to get rid of them. And the final stage will be the definition of qualities that a person does not have, but they should be developed, since they will be necessary in his new appearance.
5. Presentation methods... The appearance, style of clothing, actions, volume and timbre of speech, gestures, postures, facial expressions, topics for conversations and the manner of presenting information - all combine this with the chosen image and think over how to broadcast this whole set to others.
6. Living in a new image... When the outlines of a new image are created, you need to get used to it and translate it into reality. To accept a new self, you will have to work hard - only daily practice and self-control will help you achieve the desired results.

The work on the formation and implementation of a new image is a difficult task. But thanks to a positive perception, people will see a person with whom communication is enjoyable, which means that it opens many doors for you that were previously closed.

The created image is a fickle value and in order to ensure its maintenance at the proper level, it is necessary to make certain efforts.

Image management methods involve the following actions:

• information stuffing is the dissemination of personal or professional information aimed at improving a positive external image;
• cultivation of positive characteristics - carried out by creating situations where you can show positive qualities in a favorable light;
• detachment from negative situations - in order to maintain the image, incriminating events, people, informal groups and the like should be avoided;
• creating a favorable impression - is to show attention and respect for people, express gratitude, congratulations on holiday dates;
• adherence to generally accepted values ​​- implies public approval and support for those aspects and phenomena of public life that are valuable and significant for most people.

The final stage of building the image is an impartial assessment of the results that have been achieved.

The criteria for evaluating the created external image will be the following points.

• Feeling a person in his new image... A successfully created image is that set of acquired qualities, in the light of which a person can feel completely satisfied with his own awareness of his masculinity, beauty or reliability - depending on the goal for which the image was formed.
• Assessment of the people around... If the work on the formation of a new external image was carried out successfully, this will not go unnoticed. The result will be assessments of the person's near and far social circle. Estimates can be anything from admiration to envy and devaluation. More often than not, it is envy that testifies to the fact that the work on the image was a success.
• The emergence of practical results... The creation of an image is considered successful if, as a result of this work, it was possible to achieve the intended goals. For example, a man became the head of a large bank, a woman married successfully, the company gained recognition from customers and increased sales.

The purpose of creating any image is its activity, which affects the emotions, consciousness and actions of one person or a group of persons. The formed impression of a subject or object is the basis for trust or distrust in him, which, in turn, facilitates or hinders the possibility of the bearer of the image influencing other people.