Problems of forming the social picture of a civil servant

Abstract

The article is devoted to the study of the formation of ideas about the image of a civil servant in the perception of society (population), the picture (image) of a civil servant and a government authority, as well as the problem of its formation. The formation of a social portrait or picture (image) of a civil servant and a government authority as a whole in the perception of the public has been an urgent issue since the early 2000s following the implementation of «strengthening the vertical of power» reforms. It is essential to recognise that any image requires effective management to ensure a favourable public perception. To create a favourable social perception of a civil servant, it is crucial to establish a set of measures for their formation. The civil service is a social institution, has a public character, and the formation of its image depends on the manageability of this process. Sometimes citizens do not have the opportunity for personal contact with civil servants, leading them to perceive civil servants based on media, social networks, and messengers. Unfortunately, this often results in negative perceptions. Examining the sources from which society draws knowledge and forms the image of civil servants and the civil service is essential.