Media is everything, and the reputation and image seems to be nothing without it, media is the most powerful tool of communication

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Media is everything, and the reputation and image seems to be nothing without it, media is the most powerful tool of communication

Chekalyuk V.

Media is everything, and the reputation and image seems to be nothing without it, media is the most powerful tool of communication. As a result of an information campaign, public opinion on a particular topic can be both positive and negative, and rarely - neutral. Media has a tremendous impact on the public activity of the audience. Media is a powerful tool in shaping the image. Ukraine experienced the impact of Russian hybrid warfare and pro-Kremlin disinformation earlier than most other states, these disinformation messages a distorted worldview that shapes people's thinking about the meaning and possibilities of political change. The Kremlin has long used Ukraine as a testing ground for its (dis)information and hybrid operations. In particular, the tool in the hybrid war is «bots». It is necessary to be careful with information in the modern world.

Introduction. The reproduction of particular image is taking advantage of the media. The image displayed in the media is that the result of the interaction of the carrier image (of country, company) and information to the audience. In the article the specificity of the with the media. Analyzes the reasons for the creation of information events, identifies the functions, describes the legal framework regulating mass media in forming positive image of the state. Studying the history of the formation of the information space of Ukraine in the period from 1991 to 2019, we observe the evolution of the media environment, the emergence of new methods and methods of communication in accordance with the demands of time. Together with other humanities, social sciences, imagology is gaining popularity among practitioners and contemporary scholars, and therefore, there are more and more trends in its development and interpretation. In terms of content and possible direction, ima- gology acquires a scientific color in accordance with the scope of its application: state creation, science, diplomacy, business, economics, PR, political science, medicine, culture, art, show business, social sphere, psychology.

First of all, we address the classical and innovative scientific researches, the work of L. Hubersky [1], G. Pocheptsov [2; 3; 4], B. Gavrilyshina, O. Kryshtal, K. Bendukidze S. Anholt, Tom Adams, Den Pfeiffer, as well as world-leading innovators, in particular Michio Kaiku, Jon Berger, Larry Page, Richard Branson, Jeffrey Bezos, Peter Diamandis, Stephen Kotler, Francis Fukuyama, politicians and diplomats, who came from different ideas about the essence of the image, mass communication, processes of perception of information and formation of public opinion. The specificity of the study is the lack of development in the post-Soviet, in particular, Ukrainian social and humanitarian works, of the phenomenon of image-building using media tools.

Setting objectives. Modern journalism is an effective tool for creating the image of the state. The concept of «journalism» in conjunction with the tasks of state image-makers is reduced in this case to the technical provision of mass information processes for the formation of an image and the creation of a favorable ground for further steps of government. A journalist is a specialist who obtains information. Turning to the allegory, the journalist is intelligence, and the image maker is an anti-intelligence. The task of image-makers is to offer journalists materials for searching, which will be as favorable as possible for the image of the state. Create a sense of exploration for journalists and actually give what is needed to enhance the status of the state. In this study we use the term «journalism». This is a specific type of socio-political activity, which consists in systematically finding, processing and periodically distributing publicly significant information to mass audiences through mass communication channels in order to promote social progress. In the end, the whole press and any correspondent are busy with this. Media organs form and program the image of the state. What image of Ukraine in the world will be, depends on the submission of materials in the media, their impact on the target audience. The result of proper information campaign is the basic foundation of a successful state: economic independence and stability, consistent diplomatic policy, investment attractiveness of the state, a high level of tourist interest in the country's military strength and readiness and willingness of leaders to establish diplomatic relations at all levels.

Politicians and media specialists are engaged in creating an image. Modern image-makers are usually graduates of the humanities faculties, mostly journalists and advertisers, as well as diplomats and historians who are trying to deal with the problems of image formation, but there is no specific field of the national university education «imageology» yet. At the moment, it's about professionals who can create a brand without engaging in enormous investment. There are allegations that a good brand costs a lot of money, of course, but the brand, which in itself is a valuable material that can operate on itself, and not a «parasite» by others. As practice has shown, the success of a certain image does not depend on the large amount of invested funds, but on the skill of image makers and communication skills of the image-image object with the media and the public. The main domestic part in creating the image is the image maker's fee, because creating an image in 80% is a virtual listening (strategy, slogan, symbolism, positioning, receptions, personal contacts, etc.), the success of which will be reimbursed. Under the conditions of democratization (mean availability of masses to previously privileged things, for example, the availability of gadgets, smartphones for everyone) there is an opportunity for quick access to the community consciousness. The image maker can be in one place, but affect the world where there are online coverage and online users.

This is a viral effect. The information is spreading fast with the help of the Internet. Image-maker is a specialist in creating image (object, subject, objects, services, etc.), Formation of public opinion. The work of image-maker envisages the possibility of working with remote work in a remote-control mode (just at a distance), communications are mostly carried out online. It can be a consultant, a freelancer, an auditor. The classical understanding of the office is changing, at times, the green economy is green technologies, each person has a lower amount of logistics costs, and is more concentrated at work. There is a reduction in jobs, the business model has changed, due to the proliferation of the Internet and gadgets, cloud computing, big data, new energy, crowdsourcing. Requirements to employees, in addition to basic education and experience, are cognitive abilities: creativity and self-improvement. Imagemaker needs system skills, that is, under the new conditions, the specialist is not limited only by his own narrow-profile segment of work, but must understand how the entire system in the complex works, to orientate according to the situation. He must be able to plan and analyze the situation, solve complex problem solving, be optimist and have social skills [5].

How effective are the efforts to create an image depends on the competence of the image maker, the team and the object of creating the image (leader). It is about reputation, character, biography, profession, diplomatic and communication qualities that help to move forward confidently. Also important is the correct slogan that corresponds to the form and content. We offer a professional graphic with a description of the professional and functional responsibilities of image-maker. It was created on the basis of practical experience and theoretical work of scientists and experts. The work of image-maker is not primarily a highly professional work, where there is a place for healthy imagination, assumptions and a little imagination, and all this is argued with facts, author's thoughts, and judgments. Occasionally it is necessary to look at the situation detached, evaluating the correctness of its steps. If you step through moral principles, do not expect someone to regret you.

Professional qualities of (effective) successful image maker:

BASIC SPECIAL EDUCATION - PROFESSIONALISM - HIGH LEVEL COMMUNICATION SKILLS - INNOVATION - CREATIVITY - STRATEGIC POLITICAL THINKING - DEVELOPED INTUITION - PLANNING - ANALYTICS - STRESS STABILITY - SELF-EDUCATION, IMPROVING SKILLS.

In the formation of the image it is necessary to find a feature, extraordinaryness, a certain uniqueness, an advantage of the object (subject) of the image, which distinguishes it among others. The further task of im- agemaker is to develop positive characteristics inherent in nature; shaping the image, leadership characteristics, focusing on those data that are inherent to the image of the object. Without taking into account individual personal characteristics, the process of image building can not be productive.

To test the obtained judgments and results of scientific research, for the third time a scientific and practical experiment was conducted together with the physiognomist-image-maker Ph.D. Amalia Ilianova [6]. The theme «Ukraine is me», the methods: it was suggested to those who wish to associate themselves with the state in social networks: what would have changed, developed, as it were - in personal life, and then - in the state. Participants in the experiment required full identification with Ukraine.

Physiognomy involves the ability to recognize the nature of the features, expression of the person's face, type of physique, hair style, gesture, manners, etc. In our experiment, it was intended to determine the type of personality and character in appearance. The task of the physiognomist is to trace how the participant's response to the questionnaire corresponds to the external characteristics.

The importance of the experiment we have carried out is that, at the first stage of cooperation with the object of the image, the specialist can determine the main direction of work. Let's emphasize on cooperation, because even the best expert can not radically change the natural data of a person. Its role helps to develop personal characteristics of the object of image, consistent with his natural instincts. This data is needed for image makers and representatives of most public trades to develop communication skills and performance. Scheme and experiment methods. The questionnaire «Ukraine is me» was distributed to the participants. it was suggested to answer 4 questions:

1) the gender component of the state;

2) the main advantages of Ukraine;

3) the nearest plans of the country / personality;

4) main obstacles in the development of the country (self-development questionnaire).

Over 3 months in 2019, over 400 people were interviewed (aged 16-40, senior students, students and young specialists - residents of the capital).

Results:

1) 89% of the respondents identified the country with the article that the respondent represented, 10% - (regardless of gender) described the country as a woman, 2% - said that the baby was not identified with the article;

2) 82% mentioned independence and freedom, 10% - about the advantages of geographical location on the map of the world, 4% - are confident in the absolute success of the country and believe in its potential, 5% - do not see the strengths (failed to answer), 1% - believe that the chance of development has been lost and should be based on foreign political circumstances;

3) 90% - for European integration, 1% - for joining Russia, 2% - have not been identified, 7% - have proposed to return to the model of 2008-2010 that they consider to be the most successful in the life of a young state;

4) 70% - complained about corruption, government and circumstances, 10% - stated that the reason for the laziness and indifference of each citizen, 20% - could not give a clear answer to the question).

Amalia Ilianova carefully described the characteristics of each of the participants according to external data. Comparing the obtained results of the questionnaire and the conclusion of physiognomic diagnostics A.O. Iliano- va was defined as a percentage (the error was 0.5%): depressed respondents also had a depressive questionnaire. Amalia Ilianova carefully described the characteristics of each of the participants according to external data. Comparing the obtained results of the questionnaire and the conclusion of physiognomic diagnostics A.O. Iliano- va was defined as a percentage (the error was 0.5%): depressed respondents also had a depressive questionnaire. Leadership has 60% of respondents, the obvious leaders are 2%, are not inclined to lead and have no leader's signs - 5%, the rest (summarizing the findings of the physiognomic study of A.Ilianova) has a chance to lead - in conditions of trouble-free work on oneself and cooperation with imagemaker. Thus, according to the results of the experiment, statements made in the questionnaire were confirmed by a physiognomist. Real-time data-based algorithms are extremely powerful tools not only for media professionals and image makers, but also for value-for-doing in politics and business.

Thus, according to the results of the experiment, statements made in the questionnaire were confirmed by a physiognomist. Real-time data-based algorithms are extremely powerful tools not only for media professionals and image makers, but also for value-for-doing in politics and business.

For a successful image, it is important that people respect the traditions, and it is important for them to strengthen the feeling of patriotism and respect for the traditions of the state, history, past successes of the country. «The word `tradition' comes from the Latin trans + dare: deliver, give across. It refers to the transmission of experience which lies at the base of every established civilization. Today, however, tradition has become a synonym of something which is old-fashioned and obsolete, nothing more than an interesting relic of the past to be put in a museum. Nevertheless, tradition is a living and versatile force, which is not only needed, but is essential to the development and sustainability of human civilization... it is very useful to have a map mapped by past individuals who have already crossed the same route. This does not mean that the people of the past knew everything and that we should stick to old forms, regardless of their usefulness or relevancy. But we should also not throw away everything that the past holds in store, for the sake of doing it our way. Those who are adventurous will always find uncharted paths to discover. Life is about balance. Neither innovation at all costs nor conservation at all costs is beneficial. With intelligent discernment we can extract the useful and the wise from the past, and make it part of our present and future, because what is wise is always wise. Tradition is like the layers of the pyramid of human civilization, built by the bricks of experience; it would be smart to use it as a base for the new layers, our generation is tasked to build. Otherwise, we not only belittle the efforts made by those who came before us, but we will also leave nothing worthwhile to those who will come after us » [7]. We need to talk about culture and traditions in the press, we have to talk about the successes of Ukraine and every citizen. Image is a reputation, it's a story, it's a tradition. We need to develop better spectacles that will allow us to see better. all we need to do is to open our eyes to the inner nature of things, and keep them wide open as life happens in front of us.

Roman emperor and Stoic philosopher Marcus Aurelius said, “Learn to live every day like it is the last day of your life”. On the last day of our life, we should not be chasing anything; we might just want to be as alive as we can. But why wait for the last day? It might be too late. Imagine instead striving to do it every day: to give the best of who we are, always remembering what life is all about - unity that expresses itself in multiplicity. How will our world, and humanity, look like then? Is it just a far and naпve dream? Or maybe it can start with each one of us, not tomorrow but today» [8]. image political leader

The professionalism and personal qualities of the image-maker, such as: professional training, the presence of experience and own experts base on image, responsibility, understanding of the tasks of the object (subject) of the image, the ability to strategically plan, perfect taste and style, diplomacy in communications, timing and endurance, operative and creative thinking, openness, decency, consistency and organization, plays an important role in the formulation of image-making [9].

Research results. Based on research and case studies of our own image lab, we summarize: the image created by journalists and image-makers - a media image, based on the strengths of the object and masking the weak characteristics. Analyzing the information space, references to Ukraine since 1991 by 2019, we note the tendency to strengthen the international community's commitment to Ukraine, the news about it appear on the front lines of world tabloids, as a result of which the flow of various initiatives from abroad has intensified, new opportunities for Ukrainians are opening up.

Ukrainian society has proven that it can take risks for itself. This is evidenced by the retention of the army by volunteers in the ATO, when tens of thousands of people assumed such responsibility, considering it to be their civil duties. Revolution of Virtue “Euromaydan” had a high degree of risk, but united the nation and gave a powerful informational drive to talk about Ukraine in the world of media in a sympathetic and respectful tone. Modern information space requires high-quality coverage of events, unbiased professional analytical view of specialists, high-class journalists. The quality of the media (including the education of journalists) is one of the key conditions for the creation of the image of the state. Journalists need a good working environment to create quality materials, receive information and check and process them. This is one of the problems of Ukraine. Graduates of the Institute of Journalism of the Taras Shevchenko National University receive a decent education, but the deepening of knowledge and skills of psychology, physiognomy and image-making will have a positive impact on the competitiveness of colleagues in the labor market. Currently, thousands of citizens consider themselves bloggers, journalists, experts, image makers - account holders flooded the social media space for its information materials, often rail “yellow” and unprofessional. However, the ability to compose words in a phrase is not journalism. The presence of scissors and comb - will not make a man hairdresser. Social networks have eroded the boundary between media professionals and ordinary users who position themselves as journalists and thus mislead the audience, while the value of the profession is lost, and as a result, the level of confidence in the media as a whole fall.

In the conclusions and recommendations for the formation of the image and healthy harmonious society - the author turn to historical books, in particular philosophers. «In the second half of the 18th century Immanuel Kant formulated a new a golden standard for human relations: “Act in such a way as to treat humanity, whether in your own person or in that of anyone else, always as an end and never merely as a means.” This maxim has influenced numerous other philosophers and legislators, impacting on the constitutions of many countries and the Universal Declaration of Human Rights. It was one way of formulating the moral law that Kant believed we all share as rational beings.

The philosopher's search for the moral law began with an acknowledgment of universal feelings for the good and for the “beauty and dignity of human nature”. However, being a thinker of the Age of Enlightenment he could not allow a feeling to be the foundation of morality, as feelings are changeable. According to Kant, it is thanks to our reason that we experience a need for moral obligation. As rational beings we are endowed with the moral law within us and through our reason we understand it, can formulate its commands, feel respect for it and the duty to act upon it. That duty is not something imposed from outside by family, society, education, etc., but grows within us naturally as a response to the moral law. The other particular feature emphasized by Kant is that a human being is capable of acting in accordance with the moral law and is truly free to do so. This is the only real freedom we have - to be morally worthy beings. It is not freedom from any obligations, but freedom to be governed by reason and the moral law. Otherwise we are ruled by desires and inclinations, and only appear to be free. Kant says that reason causes us not to be content with idleness and pleasure, and it prompts us to develop our full potential to honour our humanity and the humanity of others. Thanks to this capacity of every individual to discover the moral law and be bound by its duties, to reason independently, to make their own decisions and implement them, all individuals are ends in themselves. To treat ourselves as ends means to practise the moral law - to develop virtues, overcome challenges in life and acquire moral strength and self-esteem. Kant lists some duties we have towards ourselves, which include the duty of self-perfection and the duty to be happy...» [9].

In social networks, everyone can be a journalist, so it is important for them that every citizen is gemonic, patriotic and successful, educated, and wise. The standards of individual success are unchanged, we like the scientific articles of the philosopher: «Kant was an advocate of a harmonious and peaceful life within a community. His ideal was a kingdom of ends - “a corpus mysticum of the rational beings in it, insofar as the free will of each, under moral laws, is in complete systematic unity with itself and with the freedom of every other”. At the end of his Groundwork for the Metaphysics of Morals, Kant offers another formulation of the moral law: “Act in accordance with the maxims [rules] of a member giving universal laws for a merely possible kingdom of ends.” In other words, he invites us to act as if we were creating an ideal morally worthy world. In order not to be overwhelmed by such a grand task, we can start by creating an ideal ethical community, which is “an indispensable vehicle of humanity's moral progress”, as Kant pointed out» [10].

Conclusions

The Internet provides an opportunity to discuss and verify information published by journalists in the media. Social networks have many points of view on understanding the material. You can quickly disseminate information with help of reader. Social media together with media is an effective tool for image building. Equipped with smartphones and gadgets, citizens are the target audience for disseminating information. The main disadvantage of social networks is the insecurity of information, in the process of dissemination it can change meaningfully to unknowingness. The growing demand for creating an attractive image has created a new profession - image maker. This is a specialist in designing the image of an object or subject, business and political, cultural and artistic processes, business and political structures. XXI century gave a generation of image-maker scientists and public figures of a new formation which cannot run a state system without professional skills. Economic and political success of the country largely depends on the professionalism of image makers, which in this context can be called innovators and inventors, after establishing a reputation, influence and appropriate for the audience, building inter effective multidisciplinary communications, effective projects - a new technology, new scientifically proven tool for achievement of the goal. In order to strengthen the rating of the state in the media, we propose paying attention to the image-making specialists to those factors that influence the positioning of Ukraine in the world, in particular, the activity of opinion leaders - the first people of the country, which we consider an integral part of the image of the state. in the formation of the image is important word, an account in social media, (reputation) of each person.

References

1. Diplomatic Diploma: Scientific Yearbook. Whip 4 / Stress L. Gubersky, P. Krivonos, M. Kulinich, A. Denisenko. - K .: General Directorate of the Kiev City Council for the Servicing of Foreign Representative Offices, 2004.

2. Pocheptsov G. G., Teoriya komunikatsiyi [Tekst] / H. H. Pocheptsov ; Kyyivs'kyy un-t im. Tarasa Shevchen- ka. - 2-e vyd.,dop. - K. : Vydavnychyy tsentr “Kyyivs'kyy un-t”, 1999. - 307 s. - Al'ternatyvna nazva : Teoriya ko- munikatsiy /H.H.Pocheptsov. - ISBN 966-594-105-4

3. Ilianova A.O. The image of the modern leader: socio-psychological analysis: monograph / A.O. Iliano- va - Kyiv: State Enterprise “Kind. House “Personnel”, 2017. - 294 p.

4. Article By Sivan Barzilay «Mandala: Voyage to the Center» posted by Kurush Dordi, February 6, 2016 https://library.acropolis.org/mandala-voyage-to-the- center/

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Abstract

In the article, we consider the image as a certain synthetic image, created in the media about the object of image. The main provisions presented contain elements of novelty in accordance with the evolution of social needs and the globalization of the information and media environment. In this study the author. Important psychological readiness to evolve that is the base for forming the image the country. try to reveal the essence of the organizational culture the context of interrelation of formation of image of the country The article investigates the role of media professionals in creating the image of the political leader and the state, considers some aspects of professional activity and methods of image-makers' work. The generalization is made on the basis of the experience of practitioners, image-makers of politicians concerning the creation and dissemination of author's practical and scientific technologies, the introduction of a positive image color of the object (subject of the image) and author's research. The content of this work captures the essence of problems creation of a positive image of Ukraine in the media that fully reflected in the monograph «Formation of Ukraine's image in the media.»

Keywords: politics, media, leader, professiogram, image-maker, experiment, audience.

У праці розглядається зображення як певний синтетичний образ, створений в засобах масової інформації про об'єкт зображення. Наведені основні положення містять елементи новизни відповідно до еволюції соціальних потреб та глобалізації інформаційного та медійного середовища. У статті досліджується роль медіа-фахівців у створенні іміджу політичного лідера та держави, розглядаються деякі аспекти професійної діяльності та методи роботи іміджмейкерів. Узагальнення зроблено на основі досвіду практиків, іміджмейкерів політиків щодо створення і поширення авторських практичних і наукових технологій, введення позитивного зображення кольору об'єкта (предмета зображення) і авторського дослідження. Зміст цієї роботи відображає суть проблем створення позитивного іміджу України в засобах масової інформації, що повністю відображено в монографії «Формування іміджу України в ЗМІ».

Ключові слова: політика, медіа, лідер, професіограма, іміджмейкер, експеримент, аудиторія.

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