THE IMAGE OF THE PUBLIC CIVIL SERVANT: HOW TO CHANGE THE "REAL" OFFICIAL IN THE PERCEPTION OF THE POPULATION, DYNAMICS OF 2014-2016

Abstract

He article presents the results of a sociological study on the reputational image of regional power represented by state civil servants in the Smolensk region. The real image formed on the basis of the opinion of the population is considered, the groups of positive and negative characteristics are correlated, the degree of coincidence of the real image with the ideal is determined. The dynamics of the opinion of the population in 2014-2016 is traced. The key trends in the change of the basic value characteristics that make up the content of the real reputation image are revealed, and the direction, integrity and stability that determine it. Conclusions are drawn about a qualitative change in the direction of the real image of a public civil servant, preserving its fundamental content and mosaic.