Help on Tele2, tariffs, questions

Image is an important part of human life. A lot depends on the ability to present oneself from the favorable side. Often a person does not even think about it, but all people strive to make a favorable impression on others. All people play certain social roles and strive to interact with each other most effectively. The image helps in this, it is a reflection of our aspirations and desires for ourselves, other people and the world as a whole.

Image: concept and types

Today, there are many definitions of image. If we generalize different points of view, then we can characterize the image as a specially created image of an object used for certain purposes. Depending on the object, the image is divided into types.

Types of image:

• image of a person;
• the image of the organization;
• image of the territory;
• object image.

In fact, an external image can be created for any object, you just need to understand for what purposes this is being done. At its core, the image is a short amount of well-chosen, most beneficial information that needs to be conveyed to a person.

The need to create an image

The types of image and the functions that it performs should help a person interact with the outside world most effectively. Image features include:

When creating an image, it is important to use reliable information about a person and his real qualities, because the deception will quickly be revealed, and the person will ruin his reputation. An image that is far from the real one is very difficult to maintain and broadcast to others.

Each person has an individuality that is unique to him. It consists of a set of certain qualities, temperament and character of a person, his worldview and moral attitudes. Types of human image:

• Personal.
• Business.

Using various individual qualities human, are created different kinds personal image. For example, to fit into new team, a person creates a reputation for himself as a "simple guy" or "the soul of the company", etc., depending on the qualities that he possesses. A personal image is made up of certain characteristics, according to which the desired image of a person is built. They take into account the various channels of perception of information that a person uses.

Characteristics of a personal image:

Image Features

When creating a personal image, you need to take into account some more features of a person. In addition to personal qualities and abilities, there is also important factors factors influencing the success of the reputation: age, gender, ethnic, social, regional.

It must be understood that the image of a man and a woman will differ according to gender. A businessman and a businesswoman have the same tasks, but their image will be different. Age characteristics, ethnicity, region of residence - all this will affect the image of a person. It is especially important to highlight social factor is belonging to different social strata of the population. This is also an important factor taken into account when creating an image.

The image of a business person: appearance, behavior

The business image has its own characteristics, as it is associated exclusively with the business activities of a person. Therefore, the appearance and behavior of a person will be aimed at achieving success in professional activity. The business image will be created in order to show the business skills and personality traits, its competence and prospects.

There are several types of business image:

IN business area a person is given the opportunity to show all his abilities and talents. However, this is a competitive field, so a person who wants to succeed needs to constantly develop and improve his abilities. Business image does not tolerate falsehood and ignorance, it requires knowledge and compliance business etiquette, ethics of business communication.

self-presentation

One of the components of a successful image is self-presentation. This is the ability to show one's abilities, present oneself, attract attention and interest people. Not every person has these qualities, but they can be developed in oneself. Of course, not all spheres of human activity require self-presentation, but it will successfully fit into various types of image. Basically people need it. creative professions, especially in show business and also in politics.

Corporate image

Any corporation needs a successful image. Its popularity and demand in the market will depend on it. The corporate image reflects the perception of the organization by various social groups. They purposefully form a holistic image of the corporation based on information about its activities.

Different images, well-chosen, can provide organizations with success in the business field, demand from customers, fame and influence among other companies, as well as competitiveness.

The image of the corporation includes:

Organization image

Various types of image of the organization are united by a set of internal, external and business qualities of the company. They are made up of eight components:

Image formation

The demand and popularity of the image led to the emergence of a scientific discipline - imageology. She studies the image as a developing information product that has a set of unique characteristics and is created in the minds of people. The formation and creation of the image is carried out by specialists image makers. Using various types of image and current consumer needs, they are able to create a sought-after and working image for a person or organization.

Activity as a component of the image

The image of the type of activity includes the analysis of a specific type of activity in order to create the most effective image. It takes into account such components as the direction of the activity, the knowledge and skills necessary for its implementation, the perceptions and requirements of society for a particular type of occupation. By type of activity, one can distinguish the following types image:

• image of the organization (PR-technologies, reputation);
• personal image (divided into the image of specialists, politicians and show business);
• territorial image (housing, recreation areas, economic activity);
• social image (promotion of various ideas, ideologies).

The image also exists in different territories, it includes a combination of rational reflections and emotional impressions that arise on the basis of knowledge, rumors and experience regarding all the characteristic features of a territory that are available for perception and evaluation.

Types of territory image:

• formal (composed of an assessment of natural and produced resources, the size of GNP per inhabitant and the value human resources inherent in the territory);
• household (formed by local leaders, rumors and the media, therefore it is considered unreliable and unsystematic).

In today's fast-paced world, information is of paramount importance. Anyone who knows how to use information technology to their advantage will always be successful and in demand in society. The image is directly related to information technology, therefore it is in great demand, especially in business and politics.

Hello dear readers!

In this article, I decided to turn to such an important topic as a person's personal image.

The fact is that a properly built and effective image -

this is one of the main aspects that determines its success and self-respect.

IN Lately this topic has become very popular.

After all, managing your image allows you to profitably present yourself in society, become attractive and significant person while still being yourself.

Let's define that

An image is a purposefully created, stable, individual, emotionally colored image of a person, which is formed in the minds of other people and affects their thinking, behavior, feelings, emotions and experiences.

The main task of creating a personal image is to smooth out, hide or completely eradicate the shortcomings of one's appearance and / or character and bring to the fore dignity and advantages.

Some virtuosos even manage to forge attractive features from their shortcomings.

A properly built image of a business person allows you to establish positive and productive relationships with your surroundings.

Emphasizing the advantages and hiding the shortcomings, the image allows you to demonstrate your personal, professional and business qualities and bring them to the attention of customers, business partners and the general public.

In this context, the image can be understood as a set of attractive patterns of behavior and thinking.

Accordingly, the key to a successful image is the reproduction in one's image and behavior of such qualities and traits that please and attract the attention of those who are targeted by image communication.

Image successful person must necessarily include an aura of attractiveness. This allows him to be a very useful tool of influence, not leaving indifferent those around you.

In imageology (from Latin imago - “image” and logos - “teaching”, “science”), it is customary to single out a personal image, i.e. the image of a particular person, and the corporate image or image of an organization (business).

In this article, we will focus only on the individual image, I will write about the corporate image later.

From my point of view, personal image has three key components. They are shown in the diagram below.

The basis of any image is confidence, self-respect and trust in oneself. It is difficult to imagine that an insecure person can successfully present himself in society.

It is almost impossible to do this without confidence in one's abilities, in one's competence and in one's actions (how self-doubt is formed, you can lament, and how to resist it in the article "").

From self-confidence comes personal attraction and charm (however, sometimes self-doubt can be charming). Charm is often referred to as "the invisible part of beauty". Charm is a kind of charm, the ability to please, attract attention and charm.

As a rule, charm is the result of a harmonious combination of visual and mental images. But, in any case, the real charm is sincerity and lack of pretense.

And, finally, the third component of the image is functional attractiveness. This is when the image incorporates elements of the image of a person who is necessary and useful for his environment.

He has something that the people around him don't have. This is its effectiveness. Such a person is the creator of some socially significant (ideally unique) product or service.

It is very important to understand that the ability to be useful to one’s environment, the ability to bring something significant into the world is central for such a person. vital value. If so, then business person image becomes incredibly effective.

Having briefly reviewed what a successful image is and identified its key components, let's turn to the main aspects of creating an image.

foundations of construction and development

It must be said right away that the image of a successful person is always associated with his internal state, with his mood and speculation. It is difficult for a person prone to pessimism to create positive image because his negative thinking will always spoil his image.

And one more very important remark. The well-known Russian psychologist A. Yu. Panasyuk recommends applying the following principle when building a productive image:

Slightly better than all the others, but no more

“Your car should be slightly better than most people in the same circle; your office should be slightly better than most of your colleagues. As A.Yu. Panasyuk notes, “it should be better than others, so much so that the prying eye notices it, but not so much that the question “where from?” is formed in the mind (albeit involuntarily).

In other words, the attractiveness of your image in the eyes of others should be based on harmony, and not on frills and excesses, slightly ahead of the attractiveness of the images of your rivals.

If you climb out of your skin in an effort to demonstrate some kind of better quality, then this will only cause rejection, but not a positive response.

This tactic will very quickly turn your most best qualities and achievements into unnecessary junk and ruin your personal image.

Hence, one of the main principles of creating a productive image is its harmony. It includes harmony and a coordinated combination of external and internal aspects of your image.

Another principle is positivity and goodwill of the created image. Compliance with this principle is the basis for the effectiveness of image communication, which creates positive relationships with others.

Another principle is image performance. The image should be created for a specific purpose and aimed at the implementation of specific tasks. Otherwise, image formation process will become unmanageable, and the image itself will become ineffective.

And the last key principle of image-building is manageability of the image. You should constantly monitor the effects of the impact of your image on the environment, identify the impression that it makes on target audience. And, based on this, adjust and develop your image behavior.

In conclusion, I would like to emphasize that work on one's image includes both the transformation of one's external image (visual image) and internal self-changes (creation of a new image of the Self or Self-concept). But we will discuss this in future articles.

And yet, as a post scriptum.

From my point of view, the most effective image is the image of a person who knows how to change, but at the same time always remains himself. This is the image of a sincere person who knows the price of his uniqueness and individuality.

That's all. See you soon!

© Denis Kryukov

Read along with this article:

I would be very grateful if you leave your

An image (from the English image image) is usually understood as a formed image of a business person (organization), in which value characteristics and features are distinguished that have a certain impact on others. The image is formed in the course of personal contacts of a person, based on the opinions expressed about him by others.

Other things being equal, people more easily accept the position of the person to whom they have an emotionally positive attitude, and vice versa, it is more difficult to accept (and often reject) the position of the person to whom they experience an emotionally negative attitude. Many individuals by nature have an attractive image, endowed with charm. IN to a large extent our initial impression of other people is formed by their external data. However, the lack of external attractiveness should not interfere with the creation of a favorable image. Charm is not so much visual attractiveness, but the fullness of trust, a sincere disposition towards people.

Acquiring an attractive image is not an end in itself, but mastering it is a very significant personal and professional reference. The desire to cooperate with a particular person or company largely depends on the image. An attractive image is one of the factors determining business success.

The image has the following properties:

Image is a conscious phenomenon, it does not exist only at the level of an individual, that is, the object must be known to any group of people (partners, consumers, clients, etc.);

A favorable image should have an exact address, arouse interest, attract certain groups of partners;

The image is active in its essence, it is able to influence the consciousness, emotions, activities of both individuals and entire groups;

The image is not something once given, formed; it is dynamic, its attributes are transformed, modified in accordance with changes in itself;

The image must be plastic, change quickly, responding to economic, psychological, social conditions;

The image must be believable (correspond to what actually exists or give such an impression), otherwise the image is not believed, and it does not achieve its goal.

Image is a complex formation, consisting of many components. A good reputation is difficult to acquire, it takes years, but it can be lost instantly, and often because of a trifle: not answering a phone call or letter in time, not sending a fax that is expected, showing bad manners in any form. Everything is important for an attractive image - the culture of speech, the manner of dressing, and the interior of the office. Both in the past and in the present, ignorant and rude people did not possess the magic of charm. It is difficult for an individual who has bad taste to count on a favorable impression. Self-confidence and stereotyped behavior negatively affect other people's perception of a person who is interested in recognition and a friendly attitude towards himself. In all countries, the code of conduct for a well-bred person includes at least four basic rules: politeness, naturalness, dignity, tact. Businessmen around the world are almost unanimous about the three most preferred, positive features of the possible business partner is competence, integrity and reliability. It is these qualities that provide the main thing in business relations their predictability, the ability to rely on a partner, confidence in his commitment. They are highly valued throughout the world, as they are the foundation of an indispensable condition for successful, fruitful business relationships - mutual trust.

As a rule, people's sympathies are acquired not only due to innate qualities, but also due to the ability to present oneself. The business image is more and more often specially designed in the interests of a person or a company, taking into account the characteristics of the activity, internal merits, qualities and characteristics of the image carrier.

In many cases, the image is the result of skillful orientation in a particular situation, the correct choice of a behavior model. A behavior model is an integral set of signs (verbal, non-verbal, behavioral) aimed at creating a certain image. The model is perceived as a whole. For example, authoritarian behavior includes peremptory judgments, a categorical tone, and characteristic gestures. Seeing a person behaving in this way, you can anticipate some of his reactions and actions. The integrity of the model is violated when its constituent elements contradict each other (for example, sad news is reported with an ironic intonation).

The choice of a behavior model is the reproduction of such behaviors that, in everyday communication, help a person become attractive.

Right choice behavior patterns are carried out on the basis of the following criteria:

Moral impeccability (with all the propensity for the subjective experience of morality in society, there are generally accepted approaches to explaining such concepts as honesty, justice and conscience);

Accounting for the specific situation in which the person acts or finds himself by coincidence;

The goal that the individual sets for himself;

Self-critical assessment of the significant possibilities of using a particular behavior model.

Following the chosen model of behavior does not imply stereotyped actions, the absence of temperament in them, originality of thinking, habits. IN Everyday life patterns of behavior different people are implemented in different ways. But among the many models there are those that become the subject of special study. First of all, these are etiquette models (etiquette).

The interaction of people, including business, in various situations has long been regulated and ordered by the norms and rules of etiquette. Etiquette is a set of rules of conduct that regulate the external manifestations of human relationships (treatment with others, forms of communication and greetings, behavior in in public places, manners and clothes). Etiquette, like communication, can be divided into business and informal. Business etiquette regulates the behavior of people related to the performance of their official duties. Informal (secular) etiquette streamlines communication in the field of leisure and satisfaction of material and spiritual needs (when eating, selecting items of clothing, organizing celebrations, attending theater performances, concerts, sports events, etc.). Due to the presence in the program of official events business receptions, performances by artists, it can be difficult to clearly separate business and informal etiquette. Diplomatic protocol and etiquette are distinguished by orderliness and strictness. Business protocol and etiquette in general, aimed at a wide range of business people, are more flexible and less formal.

At all times there have been and are people with different attitudes towards etiquette. This attitude depended and depends on upbringing (moral socialization), ethical education and the development of the moral needs of the individual, which presuppose the desire for a moral attitude towards oneself on the part of others and the same desire to treat people morally. Good knowledge and implementation of etiquette is one of the components of an attractive image.

The attitude to etiquette among the emerging new layers of business people whose activities are connected with private business and entrepreneurship still leaves much to be desired. Meanwhile, the transition from the original (often criminal or semi-criminal) forms of market relations to civilized ones will increasingly actualize the meaning and implementation of both business and secular etiquette. This actualization will be largely stimulated by the developing international contacts of domestic entrepreneurs. The psychology of a Western businessman is programmed for a partner who inspires confidence in the way he is dressed, combed his hair, what car he drives, whether he is punctual. Then other parameters are already evaluated fidelity to one's obligations, qualifications, ability to conduct business. Abroad, there is no doubt about the need to create the image of a company or a business person, ignoring the rules of etiquette by business people in a cultural business environment causes a negative attitude. In order for international contacts to turn into sustainable relationships, business people need to accept and comply with the established “rules of the game” based on business etiquette.

Topic 6. IMAGE MANAGEMENT

1. The emergence of an image. Image characteristics

2. Personal image. Image typology

3. Corporate image

4. Model corporate image A.N. Chumikova

5. Image maker tools

The emergence of an image. Image characteristics

Image is the most economical way of generating and recognizing a complex social reality. An image is a symbolic image of an object based on the results of information processing. Our image as the picture of us in the eyes of others, in some cases becomes more important than ourselves.

In elections, we elect an image, not specific platforms or specific people at the polls. The image helps to crystallize and organize all information flows. The image, as an idealized picture, is subject to management faster and more efficiently than the candidate himself, and the Americans first came to this in the presidential election of R. Nixon. The voter will never personally intersect with the candidate, but he will certainly intersect with his image. As cynical as this rule looks, it is true as a rule of working with the audience. And any patterns that increase the effectiveness of the impact will always come out as winners.

So, why exactly does the image become a real means of influencing the mass consciousness? The point is that with We can work with mass consciousness only with the help of a communicative unit, which is the image. IN communication of one person with another, it is possible to use physical units.

Conditional example: with an ax, and not with a word, you can kill or intimidate a person. But for the mass consciousness, the ax will have no effect. Here one should concentrate on communicative actions, realizing them through the word.

Physical Object - Individual Consciousness

Communicative object - Mass consciousness

The components of the image are image characteristics, which G. Pocheptsov conventionally divides into the following areas:

Biological (demonstrating aggressiveness or strength);

Communicative (as channel-dependent types of telegenicity);

Social (modeling purely human characteristics that are considered positive by the population);

Mythological (which are "bringing" the object to the existing stereotypes);

Professional (reflecting the requirements of the mass audience for external and partially internal ideas about this type of profession);

Contextual (setting dependence on your opponent).

So Reagan, as a strong president, replaced Carter as a weak president. And all the characteristics were brought into resonance with the system of ideas of the average citizen.

The task of specialists is to search for realizations of these characteristics (see Table 6.1) in the verbal, visual and event spheres.

However, working with mass consciousness is different in that we cannot convey the entire amount of information. It is impossible to present an absolutely complete message about a businessman or politician. And this forces us to take the following steps:

1. Transform it in accordance with the requirements of the transmission channel (for TV - these are one possibility, for radio - others, for a newspaper - third);

2. Make a choice of characteristics for transmission, limiting only a small part of them, since it is impossible to convey the entire volume of characteristics. Only those characteristics are taken that are “doomed to success” in advance;

3. Ensure that the characteristics coincide (harmonize) with the requirements of the transmission channel. Ideal in this regard is the politician whose natural characteristics coincide with the norms of the channel.

Table 6 Use of types of image characteristics in PR

An image is an image, a stereotype, a set of certain qualities that has developed in the minds of people, which are associated with an individual. The concept of reputation is very close to this concept.

Initially, the concept of image was used in the business environment as the main means of influencing consumers. Later, the image began to be understood as the most important category in the socio-political sciences and in psychology.

Stereotypes have been created in the minds of people for years under the influence of what they read in newspapers, magazines, books, seen on TV and heard in the team. A significant role in the formation of such stereotypical ideas is played by the policy of the country's leadership, and the intellectual level of the individual, and the general economic level of the country.

For example, a large number of actors, having played one role, the most remembered by the audience, often complain that the image and reputation of the movie hero has spread to the actor in life. That is, even close people, acquaintances and friends ceased to perceive the actor in isolation from the role he played. In fact, a comedic or tragic character in the minds of people became inseparable from the artist who performed it on stage or in the cinema. For many actors, it was impossible to change the image of a movie hero even until the end of their lives.

Another example of image and reputation is the idea of ​​expensive cars as social success, happiness, and material wealth. The image of great opportunities and position in society is also provided by expensive real estate.

Recently, the topic of image formation (of a person, a company, a show business star, a businessman, a state or a politician) has gained significant importance in life. And this is understandable, because what each subject demonstrates and flaunts has a significant impact on most of his environment. Therefore, the right approach to the formation of a personal image is the key to the success of many events.

An image is the same as a name, a concept inextricably linked with the idea of ​​a person. This is a person's calling card. This is the impression that other people recreate in their memory when they remember you.

The rules of image formation in the modern world

First of all, you need to define the image, what it is. The concept of image is not only appearance, the ability to look good, to match a hat to shoes and lipstick to a handbag, it is also the adequacy of reasoning, competent speech, and manner of communication. If it is important to attract the opposite sex, then image and reputation will play a major role. Not only among acquaintances, but also in the family, at work, in relation to older people, in love with the younger generation.

Each social class of society has its own idea of ​​the concept of image. It is important to understand that it may differ from your opinion. Clothing, manner of speaking, manner of carrying yourself, gesticulating, intonation of words and sentences are a great way for an employer or future spouse to form an opinion about you.

You need to start working on the formation of your image and reputation with an adequate analysis of yourself and your capabilities.

A stylist will help you change your appearance, a makeup artist will tell you how to properly care for your skin and do the right makeup, a psychologist will help you accept yourself and your own “I”, a dance teacher will teach you movements and the right gait. It is never too late to change the image, it is important to correctly assess yourself and the situation.

What else you need to know about the formation of the image

The image should be changed in accordance with the emerging changes in life. If, for example, social status has changed, then you should think about changing the style of clothing. Sometimes the image needs to be changed in accordance with the dress code of the company you transferred to.

Image and reputation are reviewed and in accordance with age. It is important to know that if you do everything right, then the impression you will make will be positive. The element of uniqueness in creating your image should always be present. Image and reputation are not isolated from each other.

The main condition for achieving professional success is the constant activity of the inner world of a person, the ongoing work on oneself, on one's spiritual development. As people train the body and pump up the muscles, it is also necessary to train the memory, the ability to think and analyze. First of all, books will help here. Professional and fiction not only store knowledge, but also teach to think, increasing competence and positive productivity. Professionalism implies confidence and the ability to control the situation. Together with economic success, professional and career ones provide a person with a high social status.

The very same social status is determined by age, education, profession, position, prestige, material security, personal freedom, the level of legal and moral security, career and personal prospects.

Components of the image

• Clothing, hairstyle, accessories, tattoos, piercings can say a lot about a person. As you know, they meet a person by clothes. Therefore, clothes can characterize a person even before he says something or introduces himself.
• Personal hygiene is also equally important - well-groomed hair, nails, proper and appropriate makeup. Appearance of a person, first of all, affects his image and reputation in society.
• The mimic image of a person is an expression of his face, a smile, a look. Facial expressions give out a benevolent or negative mood of a person. Many people know how to mask and carefully hide their feelings and emotions from others, but the position of the lips, eyebrows, facial expressions can tell a lot about what a person really feels.
• The kinetic image of a person is gait, posture, movements, gestures. Slouching people, assuming inappropriate poses, holding their heads too high will not make the most pleasant impression. The manner of moving, holding your head, fixing your hair is another way to let other people understand your positive, kind attitude.
• Verbal image and reputation lie in the manner of speaking, as well as what words a person uses, how rich or poor his vocabulary is, whether he is good at highlighting words, what intonations he uses, whether he is able to reason logically. This type is similar to a mental image that characterizes a person according to his social, religious and worldview beliefs.

The last component is by no means the least important. This image is real, that is, all the well-being of a person: clothes, a car, an apartment, a villa by the sea, books, paintings, generic jewelry and jewelry.

The materialized image echoes this component - poems, books, dissertations, scenery, Business Cards, software products, patents, Christmas decorations, confectionery - everything that was invented, made, embodied, created by man.

Internal and external structures of the image

All three structures are closely intertwined in a person's idea of ​​himself. Image and reputation help each person to determine their individual style, if they are harmonious and form a single image of a person.

The purpose of the image in life

The main purpose of image and reputation is to achieve the effect of personal attractiveness.

It is important for a person to win over people, no matter what he does. Whether running a business, defending a dissertation or an important project, looking for a husband or shopping in a store - everywhere it is important to be able to make a good impression and win over people. Without this skill, it is really impossible to achieve outstanding success. Therefore, it is so important to know what an image is and, if necessary, to be able to change the image.

Specialists work on creating the image: make-up artists, psychologists, dance teachers and yoga trainers, PR and marketers, producers and sociologists, speech therapists and stylists. There are schools where they teach how to achieve what you want with the help of the visual effect of a person. Practicing psychologists are trained in such schools. In addition to the visual component, they will teach the correct worldview and self-image, talk about ways to accept yourself and increase the attractiveness of a person’s inner appearance.

There are today and new profession- image maker. This professional will tell you how you can change the image to achieve maximum success at work, when managing a company or doing household chores. Also, famous people can resort to the services of this specialist in order to form a scandalous image about themselves.

Image makers are advised to accept their outer shell (image) as a means to achieve their plans. It is necessary every day to be well-dressed in public, neatly combed, with the right make-up, behave appropriately, watch your words, gestures and even gait. That is, his reputation should be conscious and thought out to such trifles as, for example, clothes, accessories, greetings, topics of conversation, attitude towards other people, everyday positive mood and gratitude.

For company executives, it can also be energy, steadfastness, for subordinate employees - punctuality, for housewives - caring, etc. Then the person will make a good impression. And he will be accompanied by success in all plans, deeds, and not just in personal relationships.

The purpose of the image, mainly, is to assert itself in one's own eyes and improve one's own sense of one's "I", take a better position in society, that is, to the extent possible, correspond to certain stereotypes in social group, achieve a certain goal in a career plan or in a financial environment.

Socio-psychological analysis of the image

The concept of image with a high degree of confidence can be called an interdisciplinary concept, since its formation took place in many sciences at the same time, generalizing knowledge in accordance with the goals and objectives of each science. At the beginning of the twentieth century, the process of the formation of this concept was studied mainly by psychologists and sociologists.

Man today, in the twenty-first century, living in a new information society, is valuable only as a person capable of self-expression and having undeniable success in all areas of his life. At the same time, the individual expression of each person occurs more and more with the help of information technologies: social networks and virtual communication. Living human in this case is simply replaced by symbolic communication in order to exchange information.

The roles that a person performs every day in the family, at work or in a cafe become symbolic. A certain image and reputation of a person are created depending on the environment in which a person has to be on a daily basis.

A person, mainly due to the influence of the media, has developed his own idea of ​​the concept of image. This is the image of a person through the eyes of other people, a whole range of stereotypes that are fixed to our personality in the minds of people, as well as our idea of ​​ourselves, which in one way or another is capable of being transmitted to others; external picture of personality in in social networks and its attractiveness to other people, read through the “like” signs in the profile on social networks.