IMAGE AS A MECHANISM OF PSYCHOLOGICAL INFLUENCE ON THE AUDIENCE

Abstract

Objective. The objective of the article is to investigate the peculiarities of forming the image of a business person (state employees) as a mechanism of psychological influence on the audience. Methods. The main scientific results are obtained by analyzing scientific sources on the concept of image, its structure, basic functions and principles. Results. One of the tasks of rhetorical disciplines is mastering effective techniques and methods of working with the audience by students. The impression that a person makes on the audience: from audiovisual components to content, is an indisputable factor of successful or failed work with it, and therefore this impression, or rather the image of a business person, must be formed, its components and mechanism of influence on others must be understood. In a general, an image is a certain positive or negative pattern of a business person, his prestige and reputation. This idea, thought is purposefully formed in the mass human consciousness through advertising or propaganda. The image can be formed, added or processed by means of certain modification of activity, actions. The concept of image is inextricably linked with the individual psychological characteristics of a person, his social self-identification, and therefore is a socio-psychological category. Image is the main part of the character, a kind of human presentation most often on a visual level. Creating such an image requires painstaking work on yourself, and sometimes the help of a group of image-makers. In the process of studying the peculiarities of forming the image of a business person (state employees) as a mechanism of psychological influence on the audience, it was found that its formation should take into account various factors that can be an effective tool for influencing public opinion, because if they don’t meet the demands of society, its expectations, aesthetic and moral standards and stereotypes of modern times, the requirements of professional activity, the image, especially of a state employee, will negatively affect, respectively, his professional activity.