Image Formation Research Articles

СОЦИАЛЬНЫЕ ПРЕДСТАВЛЕНИЯ ОБ ИСКУССТВЕННОМ ИНТЕЛЛЕКТЕ: ПОЛЕЗНЫЙ, ЭМОЦИОНАЛЬНЫЙ И СМЕШНОЙ

In 2023, technologies based on Artificial Intelligence (AI) became available to many users of smartphones and digital services all over the world. AI is accessible in the form of Voice Assistants (VAs), music recommendations, Virtual Assistants, and even psychotherapy-bots. Such spread of AI also influenced the interest of psychologists in the topic of human-AI Interaction (HAII). In our work, following the tradition of social representation research by Moscovici [Moscovici 2015], we consider AI as an object of social representation. Using the VA as a form of AI, we reconstruct the semantic field of VA in a group of its users and offer a description of the process of its formation. The study took place in three stages: free associations, interviews, and survey. In the interview, the sample consisted of 15 people, in free associations – 168 people (3,329 associations with the phrase “Voice assistant” were analyzed), in the survey using the semantic differential method – 800 people. As a result of the thematic and frequency analysis, the following results were obtained: • The semantic field at the present stage of the study of VA is positiveneutral; the associations are divided into two topics: about the intellectual abilities and emotional qualities of the VA. • With semantic differential analysis, three factors were separately obtained: usefulness, emotionality, and humor. It is assumed that it is in the category of those three factors that the perception of a particular VA is formed. • The process of forming social representations is outlined with the help of interviews. Two main stages in “communication” with the VA were identified: the image formation and interaction with the finished image. As future research it was proposed to continue studying the impact of the image of the VA within the current perception model on various features of interaction with it (e.g. within the framework of economic decisions)

ОБРАЗ НАСТОЯЩЕГО И БУДУЩЕГО В ПРЕДСТАВЛЕНИЯХ ПРИЕМНЫХ РОДИТЕЛЕЙ

Parenting is considered from the point of view of the co-being approach, which allows studying the family in the coordinates of: jointness, space and time. The conceptual model of adaptive parenting activity is presented, the sustainability of which is determined by the time perspective, including perceptions of interaction in the dyad “adaptive parent-adaptive child”. The purpose of the study was to examine adaptive parents' perceptions of time perspective. Forty adaptive parents (20 females and 20 males) and 41 biological parents (19 females and 22 males) participated in the study. To achieve the purpose of the study, the Motivational Inductors Method of J. Nütten in adaptation of A. D. Leontiev was used. The results revealed the peculiarities of adaptive parents' perspective on the future in comparison with biological parents, the former group relies predominantly on the near future. In the open present, adaptive parentstend toexpress orientation to psychological self-preservation, egoism, maximum aspiration and dissatisfaction with the state of affairs. In the near-term perspective, adaptive parents express the aspiration for the development of abilities, cognition and interest, in contrast to biological parents, focused to their professional activity and the child's studies. In the long term, adaptive parents are dominated by the importance of cognition and interest, achievement motivation, activity, orientation to learning activities (their own and the child's), while the biological parents' orientation to the child, to the development of character, personality traits, abilities and learning activities increases. Conclusions were drawn about adaptive parents' representation of the adaptive family image and the presence of a delayed life script. It was suggested that adaptive parents should be trained with emphasis on the development of skills of building a future perspective and the formation of a holistic image of their activities.

ВОПРОСЫ ФИЛАНТРОПИИ И ДЕЯТЕЛЬНОСТЬ РУССКИХ БЛАГОТВОРИТЕЛЬНЫХ ОБЩЕСТВ В ТУРКЕСТАНСКОМ РЕГИОНЕ (ВТОРАЯ ПОЛОВИНА ХIХ – НАЧАЛО ХХ ВЕКА)

The purpose of the article is to analyze the activities of Russian charitable societies in Turkestan from the second half of the 19th to the early 20th century. The study provides a better understanding of the role and significance of philanthropy at the interfaces between different cultures and civilizations. The analysis of charitable societies’ activities identifies their contribution to the social development of the region and assesses their impact on the formation of the Russian society image in front of the residents. The study helps to trace the approaches evolution of philanthropy and public participation during historical changes that took place in Central Asia from the second half of the 19th to the early 20th century. Ultimately, the aim of the study is to identify the impact of Russian charitable organizations on the social and cultural interaction and mutual understanding between different ethnic and religious groups in Turkestan. Due to the region’s features and the difficulty in obtaining reliable data, the research subject is not carefully studied. Various restrictions and partial loss present special difficulties in accessing archival materials. Moreover, a comprehensive and comparative analysis of various sources and data should be done to form valid conclusions about the role and influence of Russian charitable organizations in Turkestan. The research requires an interdisciplinary approach and extensive work on the analysis of texts, archival materials, statistical data, and other sources to get an objective view on philanthropic activities in Turkestan from the second half of the 19th to the early 20th century. The author uses historical research methods to analyze the sources such as archival documents, publications, and statistical data on philanthropy and charitable societies’ activities in Turkestan. The historical analysis provide primary information about the goals, mechanisms and results of their activities. A critical review and a historical reconstruction helps to recreate the chronology of events related to the activities of Russian charitable societies and to reveal their impact on the social development of the region. The goal of a comparative analysis is to compare the Russian charitable organizations’ experience in Turkestan with those in other regions. The interdisciplinary approach helps to use the different fields of knowledge tools to conduct a comprehensive analysis of the philanthropy history in Turkestan. As a result, the author concludes that the study helps to enrich historical knowledge about the region, especially in social and cultural interactions between different ethnic and social groups. The historical review of Russian charitable organizations’ experience in Turkestan gives recommendations for contemporary ones to help them develop effective activity strategies. The research results can serve as the starting point for a new academic work in history, sociology, cultural studies and other disciplines related to philanthropy and social responsibility.

ТЕЛЕВИЗИОННАЯ СПЕКТРАЛЬНАЯ ВИЗУАЛИЗАЦИЯ И ОБРАБОТКА ИЗОБРАЖЕНИЙ В ИССЛЕДОВАНИЯХ БУМАЖНОЙ ОСНОВЫ ИСТОРИЧЕСКИХ ДОКУМЕНТОВ

The article discusses the issues of television spectral visualization in relation to the research of the paper basis of historical documents, including handwritten book monuments. Methods of formation and processing of spectral images are considered. Some technical characteristics of the equipment and methods of experimental research are given. The results of experiments using spectral television systems and image processing programs to determine differences in the paper base used in writing texts in handwritten book monuments are discussed. Comparative spectral characteristics and histograms obtained for the studied paper samples are presented. Practical recommendations are formulated for the use of television spectral systems in case of need for rapid analysis of large arrays of historical documents, as well as in case of need for in-depth studies of individual samples of documents of special interest.

ІМІДЖ ЯК ІНСТРУМЕНТ МЕНЕДЖМЕНТУ ЗОВНІШНЬОЕКОНОМІЧНОЇ ДІЯЛЬНОСТІ ПІДПРИЄМСТВА

The article examines the impact of the war on the formation of the company's image in foreign markets. Mechanical engineering is one of the leading branches of Ukraine. Now this area of the economy is suffering greatly due to Russia's invasion of Ukraine. Entrepreneurs faced many problems during martial law. In order to rebuild the production strategy, a lot of time and resources are needed. Entrepreneurs are focused on safety measures for their employees and relocation of production, so the image of the enterprise has become the last task for them. In the field of mechanical engineering, it is always difficult to form a strategy for image development in foreign markets. A positive image is necessary for the development of the enterprise and long-term cooperation in foreign markets. It was found that usually the image of industrial enterprises is formed in mass media. For this, it is necessary to attract qualified employees. During the martial law, there is an outflow of personnel, which negatively affects the activities of enterprises. Managers need to pay attention to the psychological state of their co-workers. During the war, entrepreneurs need to develop or modernize the means to develop their own image, because many new obstacles have arisen in the markets. It is also worth paying attention to corporate social responsibility during the war, for example, helping the affected population. Such measures can have a positive effect on the perception of other entrepreneurs about the organization. To solve problems related to the company's image, it is necessary to develop a strategy both at the internal and external level. The authors considered the image of the enterprise on the foreign market, and also investigated the stages of its formation. In addition, various studies of Ukrainian scientists on the topic of image during the war were analyzed. In addition to the war, there is an increase in competition and globalization of the market, which also negatively affects the development of enterprises. As a result of the study, solutions to some problems for the enterprise were proposed.

Имидж государственных высокотехнологичных корпораций как фактор профессионального выбора современной молодежи

The article is devoted to the analysis of the image of Russian high-tech state corporations, which in modern conditions are faced with the problem of attracting and retaining young specialists. One of the factors influencing the professional choice of young specialists is the image of corporations among young people. Based on the theory of social construction of reality and on articles on the formation of a corporate image, the authors highlight the social image of state corporations, which is formed spontaneously in the minds of young people under the influence of historical, social, cultural factors, and the image constructed by the management of state corporations using management technologies. Using the example of the state corporation Roscosmos, the authors identified and compared the social image among young people and the constructed image. In-depth interviews with representatives of the relevant departments of the Roscosmos corporation made it possible to identify the desired image for the corporation as an innovative and high-tech corporation that maintains its leading position in space, which is promising for young professionals. A questionnaire survey of Moscow youth revealed the predominance of a negative image of the company, which is especially pronounced among graduates of specialized educational institutions and young specialists in the aerospace industry. The identified discrepancy between the constructed image and the real image of the state corporation Roscosmos has a negative impact on attracting young specialists. The authors propose a number of measures aimed at solving the problem of constructing a positive image of state-owned high-tech corporations among young people.

ХХ ҒАСЫРДЫҢ 20-ЖЫЛДАРЫНДАҒЫ ЖЕТІСУДАҒЫ БОСҚЫНДАР ЖӨНІНДЕГІ КЕҢЕСТІК ЕРЕКШЕ КОМИССИЯ ҚЫЗМЕТІ

The fate of the refugees of the first quarter of the 20th century, who participated in the uprisings in Zhetysu and were forced to flee their homeland, is a little-studied topic in the history of political cataclysms in Kazakhstan. The purpose of the proposed article is to reconstruct the activities of the special commission of the Central executive Committee of the Turkestan Republic, whose purpose was the return and accommodation of refugees from the Zhetysui region who left the cordon after the uprising of 1916 and the first years of the establishment of Soviet power in Russia, primarily to Western China. The evolution of the Soviet position in connection with the return of refugees from the policy of retaliation by the authorities of Tsarist Russia for the national liberation uprising in the region and the continued persecution of the indigenous population in the early years of the establishment of Soviet power depended entirely on the internal socio-political and geopolitical situation. In the course of the study, a descriptive method was used that contributes to the formation of a real-life image. The descriptive method allows us to delve into the historical reasons for the formation and periodization of refugee as a phenomenon. As a result of the scientific research, the conditions for the creation, aspects and structure of the activities of the Soviet special commission for the return of refugees were systematized for the first time. The situation of refugees in the host country was examined on the basis of evidence. The socio-economic and political reasons for the measures for the return and placement of refugees, its progress and results are analyzed using important sources from the funds of foreign and domestic republican archives, as well as special funds of regional archives directly related to the object of research. For the first time in Russian historical science, the scientific study analyzes the degree of interaction, the reasons for the contradiction of the position of Soviet civil, military and diplomatic structures on solving the refugee problem in the 20s of the XX century. The results of the research can be used in special courses, textbooks, educational publications on the humanitarian field of higher educational institutions on the problems of social history and migration of the first quarter of the 20th century.

Характеристика концепції системи проєктування консалтингової діяльності в закладі вищої освіти в умовах невизначеності

The relevance of the research is determined by the conditions of uncertainty, which produce largescale transformations in all spheres of human life, which provide an opportunity for higher education institutions to adapt to the changing external environment by implementing consulting activities. The article focuses on the analysis of the theoretical and methodological bases of designing consulting activities in a higher education institution. The flexibility of the project approach in the management of a higher education institution is emphasized, which makes it different from the traditional process, provides advantages, contributes to the positioning of the institution and the formation of a positive image. It was noted that the issues of evaluating the effectiveness of designing consulting activities for higher education institutions remained practically unresolved. The article substantiates the expediency and necessity of designing consulting activities in the management process, which contributes to ensuring the consistency of modern requirements of pedagogical theory and practice with the needs of subjects of educational activity. The research examines the developed concept of the consulting activity design system as a tool for forming a positive image of the educational institution in the higher education system. The necessity of forming a concept of a system of designing consulting activities in a higher education institution in conditions of uncertainty is emphasized, which consists in the identification and use in the management process of project-management influences, which involve determining the needs and wishes of the subjects of educational activity (pedagogical, scientific and pedagogical workers and managers institutions of higher education) and their satisfaction in the market of educational services and the labor market. The implementation of the author's concept of the consulting activity design system in a higher education institution in conditions of uncertainty gives an opportunity to realize the importance of consulting activity design as a condition for improving its quality and modernization.

«По прозвищу Моисей»: литературные интерпретации жизни Харриет Табмен

The article is devoted to the formation of Harriet Tubman's image in the US literature. Two books belonging to the spread of Afrocentrism and the second wave of feminism — A. Petrie's non-fiction novel A Girl Called Moses: The Story of Harriet Tubman and M. Heidish's novel A Woman Called Moses — are chosen as the material for analysis. The article analyzes the main qualitative characteristics identified as early as in S. Bradford's book Harriet, Moses of Her People that form the discourse of race and gender in the mentioned narratives about Tubman, and identifies the main transformations of these characteristics. Thus, the work of African-American author A. Petrie reflects to a greater extent the sentiments of all her fellow women in the 1950s-60s Black Civil Rights Movement in the United States: while remaining within the generally accepted gender framework of feminine virtues, at the same time, the black woman was stepping out of her allotted racial limits. Furthermore, she shows that slavery is a cultural trauma that still defines how the African American community sees itself and its place in the society and how slavery is remembered as a means of self-identification within the African American community. Created by the white writer M. Heidish in the mid-1970s, during the rise of the second wave of the feminist movement, the novel reflects the very sentiments that characterized this movement and shows the view of a sympathetic Other on the issue of race. Thus, the article establishes the fact that Harriet Tubman plays a very important role in the African-American and women's discourse in the United States as an image that is given the necessary functions and qualities for its time based on the socio-cultural context contemporary to the interpreter.

СТАНОВЛЕНИЕ ЭКОЛОГИЧЕСКОГО ИДЕАЛА В КОНТЕКСТЕ КОНЦЕПЦИИ ИДЕАЛЬНОГО Д. В. ПИВОВАРОВА

The author addresses the urgent problem of the formation and development of a new ecological culture as a strategically important task in the conditions of the ecological crisis. Developing the heuristic potential of the synthetic concept of culture and D. V. Pivovarov’s concept of the ideal, the author analyzes the possibility of understanding the essence of ecological culture based on this concept, the possibility of constructing the ecological culture of the future society based on the concept of the ideal. The key importance of the ideal in the formation of culture is substantiated. The article discusses three models of idealization in the ecological context and the manifestations of these ways of idealization in modern reality. The author analyzes the birth of a new ecological ideal in the format of a specific subjective image of the objective world, embodied in numerous texts of ecophilosophists, which, according to the author, have a limited impact on the broad masses of the population. Тhe author sees the reasons for this in the scientific style of texts and the lack of attractiveness for a modern person of the world order proposed by ecophilosophists. The possibility of the emergence of ecological religion on the principles of metaconfessionality, ecocentrism and biocentrism is interpreted. Modern ecological practices are considered as the second way of idealization, which involves the transformation of activities based on the criterion of long-term, long-term and multidimensional benefits based on the universal value of nature and the remoteness of the consequences of environmental management. To effectively use this path of idealization, support from the state, the media, elites, etc. is needed. The transformation of images-ideals of an ecological nature, embodied, for example, in the change of the aesthetic ideal, is discussed. The article interprets ecotopia as an integral mechanism of idealization, reflecting all the listed models of idealization. As a result of the research, the problems of the correlation of ecological values and ideals with the values of individualism and collectivism are revealed, the need for a new understanding of the idea of the «common good», the search for the ecological meaning of the concept of «quality of life», the study of possible forms of the sacralization of nature in modern conditions is revealed. The results of the research can be used in the implementation of environmental policy to create conditions for the sustainable development of society, in pedagogical design of ways to form environmental values, in ecophilosophical research of the search for strategies for survival and sustainable development.

The formation of destination image of Khorezm region

This paper provides an analysis and conversation concerning the notion and assessment of destination image from a marketing perspective that encompasses various fields within the discipline. The main goal of the current study is to look at the structural relationships between destination image, tourist satisfaction, and destination loyalty, with a particular emphasis on the role that tourist satisfaction plays as an intermediary in the relationship between destination image and loyalty, particularly in the circumstances of cultural and historical tourism in the Khorezm region. The results show that the cognitive image directly influenced the affective image, affirming the process through which the destination image is formed. Furthermore, both cognitive and affective images had favorable impacts on satisfaction, which, in turn, emerged as a predictor of tourist loyalty. Moreover, Khiva’s reputation as a tourist destination in Uzbekistan is mostly based on the city’s extensive cultural history and allusions to prehistoric local practices.

On machine learning analysis of atomic force microscopy images for image classification, sample surface recognition.

Atomic force microscopy (AFM or SPM) imaging is one of the best matches with machine learning (ML) analysis among microscopy techniques. The digital format of AFM images allows for direct utilization in ML algorithms without the need for additional processing. Additionally, AFM enables the simultaneous imaging of distributions of over a dozen different physicochemical properties of sample surfaces, a process known as multidimensional imaging. While this wealth of information can be challenging to analyze using traditional methods, ML provides a seamless approach to this task. However, the relatively slow speed of AFM imaging poses a challenge in applying deep learning methods broadly used in image recognition. This prospective is focused on ML recognition/classification when using a relatively small number of AFM images, aka small database. We discuss ML methods other than popular deep-learning neural networks. The described approach has already been successfully used to analyze and classify the surfaces of biological cells. It can be applied to recognize medical images, specific material processing, in forensic studies, even to identify the authenticity of arts. A general template for ML analysis specific to AFM is suggested, with a specific example of the identification of cell phenotype. Special attention is given to the analysis of the statistical significance of the obtained results, an important feature that is often overlooked in papers dealing with machine learning. A simple method for finding statistical significance is also described.

Formation of a Positive Image of Russia among Foreign Military Personnel Studying at Military Universities of the Ministry of Defense of the Russian Federation

Formation of a Positive Image of Russia among Foreign Military Personnel Studying at Military Universities of the Ministry of Defense of the Russian Federation

ФИГУРЫ САМОБЫТНОЙ КУЛЬТУРЫ В ГЕРБАХ МУНИЦИПАЛЬНЫХ ОКРУГОВ УДМУРТИИ КАК ПОТЕНЦИАЛ ЭТНОКУЛЬТУРНОГО БРЕНДИРОВАНИЯ ЛОКУСА

Not only states, republics, districts and cities, but individuals and surnames (families) have the right to the coat of arms. At the same time, the territorial coats of arms reflect historical or cultural features, stereotypical ideas. The article examines the specifics of the figures on the coats of arms of Udmurtia’s municipal districts. It is safe to say that when developing regional heraldic symbols, creative groups selected figures and images based on the original history and culture or on the economic specifics inherent in this territory. The possible process of locus branding aimed at the formation of an ethnocultural image based on the study of the coats of arms of the Udmurt Republic’s specific districts is also touched upon. Images and descriptions of local symbols served as the material for the research. The figures on the coats of arms of the districts are aimed at creating an original ethno-cultural representation of a certain area in order to attract the attention of potential visitors and ensure tourist flow by giving the territory the status of a unique recognizable place.

МЕДИАИМИДЖ КОРПОРАТИВНОГО ЛИДЕРА: КЛАССИФИКАЦИЯ И ДИАГНОСТИЧЕСКИЕ КРИТЕРИИ

The formation of a media image today takes place in the special conditions of the modern public environment functioning, in the situation of the mediatization of public space. Diagnostics of the actual media image of a chief executive is considered as an important part of the organization’s communication audit. Using the example of publications in the media, social networks and other open sources of information and mentions of the heads of PJSC Gazprom gas production subsidiaries in the media, the current characteristics of the media image of the company’s chief executive were identified and diagnostic criteria for its correction were proposed. It is established that the image of the head has a significant impact on the image of the organization and is an integral part of it. One of the important components of a corporate leaders’ professionogram is their media images as necessary components of the leaders’ personal image. A well-designed image of the head of an organization, including media image, is able to legitimize high incomes, use the right to make difficult decisions and ensure the stability of the company's reputation in crisis situations. The presented method of diagnosing the media image of the chief executive of the company allows us to identify not only quantitative and qualitative indicators of the media representation of a person, but also to identify the type of media image. The article highlights such types of media image (as the image of a public person that has developed in the mass media) as active, passive, situational / reactive.

ВИКОРИСТАННЯ МЕТОДІВ БРЕНД- І PR-МЕНЕДЖМЕНТУ В РЕГІОНАЛЬНОМУ ТУРОПЕРЕЙТИНГУ

The article examines modern methods of brand and PR management and their application in the context of regional tour operating. Brand management is an important tool for increasing the recognition and attractiveness of a tourist product. This includes creating a unique image that distinguishes a certain tourist destination or service from competitors. A successful brand helps to create an emotional connection with the target audience, which contributes to the growth of loyalty and long-term relationships with customers. PR management in tour operating is aimed at managing public opinion and forming a positive image of the region as a tourist destination. This is achieved through active interaction with the mass media, holding press conferences, participation in tourist exhibitions, organization of information tours for journalists and bloggers. An important aspect is also the management of crisis situations and the minimization of the negative impact of unforeseen events on the reputation of the region. Regional tour operating focused on a specific geographic area has its own specific challenges and advantages. One of the main tasks is the formation of a holistic image of the region, which includes cultural, historical and natural features. An important role is played by cooperation with local authorities, enterprises and public organizations, which allows for the creation of complex tourist products. Effective use of brand and PR strategies helps to attract more tourists, increase the competitiveness of the region and increase income from tourism. It is also important to take into account current trends and innovations in marketing, such as the use of digital platforms, social networks and influencers. The article analyzes specific examples of the successful application of brand and PR management in different regions of the world, which allows to determine the best practices and adapt them to the conditions of domestic tour operating. Particular attention is paid to methods of measuring the effectiveness of brand and PR campaigns, which allows us to assess their impact on the development of regional tourism. In addition, the prospects for the development of brand and PR management in the conditions of globalization and digital transformation are considered. Attention is paid to the role of technologies in the creation of interactive content, virtual tours and other innovative approaches that make the tourist product more attractive to the modern consumer. In general, the article emphasizes the importance of an integrated approach to the use of brand and PR management methods in regional tour operating, which is a key success factor in conditions of high competition in the tourism market.

The role of internal communication in the formation of the mental image of Libyan universities from the point of view of their employees by applying to "Bani Walid University"

The importance of the study stems from the role of internal communication in shaping the mental image of Libyan universities from her staff’s point of view. Applying to "Bani Walid University" and finding the most important means of communication that can shape the university’s good mind image obstacles and difficulties in applying this good image، The researcher in this study relied on the average random sample of "58" singles. Based on systems theory, it is a descriptive study. The questionnaire and interview format were used as data collection tools. This study aimed to achieve a set of goals, the most important of which are the following: 1- Knowledge of internal communication's role in shaping Bani Walid University's mental image. 2- Identification of the most widely used organizational communication patterns at Bani Walid University. 3- Identification of obstacles to forming the mental image of the University of Bani Walid. The study produced a series of findings, the most important of which are: 1- The study results showed that the most used pattern of organizational communication was "48.2%" upward communication. 2- The results of the study confirmed that the most automated means used by the University in internal communication "81%" of official speeches. 3- The study results found that the necessary contacts for the functioning of the University were "60.3%" official. Keywords: Internal communication, mental image-staff, Libyan Universities.

КОНЦЕПТУАЛЬНЫЕ ПОДХОДЫ К ИССЛЕДОВАНИЮ ЛОЯЛЬНОСТИ ПЕРСОНАЛА ПРЕДПРИЯТИЙ СФЕРЫ УСЛУГ

In a highly competitive labor market, an important goal of every service enterprise is to develop high HR potential, which will ensure competitive advantages and will also contribute to the formation of a positive employer image. Activities in the field of attracting, developing and retaining personnel should be aimed at achieving this goal, the effectiveness of which is largely determined by the level of loyalty of employees to the enterprise. To develop a program for managing staff loyalty, management should not only understand its significance, but also understand the essence and specifics of various approaches to considering loyalty. This will allow you to choose rational tools for forming and developing loyalty of both current and potential employees of the enterprise. The article systematizes existing approaches to the interpretation of the concept of “loyalty”. The features of the theory of personnel loyalty within the framework of the behavioral approach are highlighted. The specifics of the attitudinal approach to determining staff loyalty are revealed. The prerequisites for the emergence of employee loyalty in the context of the attitudinal approach have been identified. The author’s vision of personnel loyalty in the personnel marketing system of a service sector enterprise is presented.

Public Relations of Disposable Groups Using The Example Of The Prison Service

Public relations (PR) activities in the Prison Service have a different hierarchy of objectives from the traditional marketing approach. The priority is to show the public the organisation’s activities and their benefits, as the institution serves the public and is publicly funded. The publication presents the essence of public relations, its definitional approach, the specifics of the prison guard profession and the public relations activities carried out by the press and information services of the Prison Service. The main objective of the work focuses on the analysis of public communication activities and the diagnosis of the degree of their professionalism. The paper uses both theoretical and empirical research methods, including literature analysis, analysis of activities undertaken by the Prison Service and inference as a cognitive factor in the analysis of the issue. At the same time, the paper attempts to answer the question – based on the results of individual questionnaire surveys – what public relations tools influence the formation of a positive image of the Prison Service? The results of the research indicate that factors such as guards’ interpersonal skills, clear and transparent information about the functioning of the institution and communication with the environment determine the positive image of penitentiary units. At the same time, it can be concluded that a positive image is derived from the effectiveness of its activities in ensuring public safety.

КОМУНІКАТИВНИЙ СУПРОВІД ТА РЕАЛІЗАЦІЯ БЛАГОДІЙНИХ ІНІЦІАТИВ ЖУРНАЛІСТСЬКИМИ КОЛЕКТИВАМИ В УМОВАХ ВІЙНИ

The study of the vectors of deepening the interaction between journalism and philanthropy during the war is based on the results of an expert survey using a questionnaire of media owners (December 4, 2023–December 10, 2023; n = 26). The orientation of users towards systematic charity work both as a personal person and as a member of the work team was established, where 34.6 % of respondents confirmed the constant work in the media they represent of holding charity meetings, another 23.1 % of editorial offices periodically organize such meetings, and 26.9 % join the initiatives of other organizations. Military personnel (92.3 %), children (65.4 %), the seriously ill (57.7 %), animals (65.4 %), and the elderly (50 %) are mostly recipients of such assistance. The polyphony of charitable activities in the structure of informational interest of Ukrainian media at medium (42.3 %) and high levels (30.8 %). Such activity is aimed at benefiting society (76.9 %) and the charitable organization that accumulates it (53.8 %). Mostly, the heart of media people responds to the requests of volunteers whom they trust (65.4 %) and individual activists with local initiatives (34.6 %). In the context of communicative support, the media provide publicity for announcements about needs and current meetings (80.8 %), contribute to the formation of a receptive image of a charitable organization (76.9 %). The optimal forms for the presentation of a charity initiative are the objective justification and the amount, purpose and deadlines (53.8 %), and messages in the format of storytelling (46.2 %) Under no circumstances should these be neutral and impersonal appeals (0 %). 91 % of respondents believe in the victory of our state against 8 % who are not sure about it.