ИМИДЖ АДМИНИСТРАЦИИ ГОРОДСКОГО ОКРУГА «ГОРОД ЧИТА» И ЕГО ВЛИЯНИЕ НА УРОВЕНЬ ДОВЕРИЯ ОБЩЕСТВА

Abstract

The image of the authorities is an instrument of interaction between the аdministration and population. It allows to build a regulation of activities that divides society. The relevance of the research theme is primarily due to the fact that the image of the authorities is a tool of communication and interaction with the population However, according to sociological research, there is a noticeable tendency in society towards negative assessments of the authorities by citizens. Certainly, today trust in the authorities is an important criterion for evaluating the effectiveness of the authority functioning. In addition, it is a positive image that is the foundation of the successful authority functioning, which determines the level of public trust. The research of the authority image formation in close relationship with the level of trust in the authorities in society, will allow to create an effective strategy for the image formation and reduce the cost of resources necessary for this activity. The object of the paper is the image of the authorities. The subject – the construction and influence of the authority image on the level of public trust. The goal of this paper is to research the image of the administration of the town district «Chita Town» and its impact on the level of public trust in the authority, as well as identifying problems of constructing a positive image and determining paths to solve them. To achieve this goal, the following tasks were set: to reveal the concept and essence of the authority image; to consider the features of designing the authority image; to determine the influence of the image on the level of public trust in the authorities; to give a characterization of the Administration of the town district «Chita Town»; to investigate the image and its impact on the level of public trust in the Administration of the town district «Chita Town»; to provide recommendations on the construction of an image leading to an increase in the level of public trust in the Administration of the town district «Chita Town». The following methods of theoretical and empirical methods of scientific cognition were used. Among the theoretical methods used are analysis, synthesis, comparison, analogy method, etc. The empirical methods are presented by quantitative research method – questionnaire survey. The paper presents the results of the research of the administration image of the town district "Chita Town" and its influence on the level of public confidence in the authority. The image of the authorities is considered as a tool of social management, a means of communication and interaction with the population, which is an important criterion for evaluating the effectiveness of the body, as well as the foundation of the functioning of the power, determining the level of public trust. The features and problems of constructing a positive image and recommendations for designing an image leading to an increase in the level of public trust are outlined