How security affects image. Country image

This article proposes for consideration current issues of psychological safety of the individual and the formation of the image of a university student. The main goal of the study is to identify the characteristics of the influence of an individual’s psychological safety on the process of forming a university student’s image. We assumed that the formation of a student’s image occurs in a certain social context, under the influence of factors reflecting the characteristics of social interactions. One of the key factors is the high level of security of the student’s personality, which creates real opportunities to satisfy natural and social needs in the present and future, revealing opportunities for his personal self-realization and professional growth. The authors reveal the content of the concepts “image of a university student,” “optimal image,” and “psychological safety of the individual.” The work examines the structural composition of a student’s image and the psychological safety of his personality and determines the relationships between them.

student image

psychological safety of the individual

structural relationship between image and psychological safety

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The socio-political processes taking place in modern Russia have led to increased interest in the issue of image. This is evidenced by the widespread use of the concept of “image” in various sciences: sociology, psychology, political science, anthropology, cultural studies. At the same time, the idea of image as a certain value, the quality of which determines the success of life and the success of any activity, has become entrenched in people’s minds.

The purpose of our research was to identify the characteristics of the influence of an individual’s psychological safety on the process of forming a university student’s image.

The empirical basis for the study was the Belgorod State National Research University (NRU BelSU), the Belgorod Agricultural Academy (BelGSHA). Students took part in the study full-time training in the amount of 110 people aged 17-25 years.

Currently, the formation of a positive image is becoming a pressing problem not only in the political and business spheres, but also among students. Studying the image of students is especially important and relevant today, when the requirements for a future professional, for a modern specialist, are increasing. At the same time, the image of students itself is changing. Various aspects of the general image of students are fixed in the mass consciousness in the form of stereotypes, not only in the minds of university students themselves, but also leave an imprint on its perception by the public. The process of attracting applicants, the implementation of promising projects, and the general position of the university in the educational system largely depend on what the image of the student is, how the image of the students of a particular university is presented in the public consciousness.

The image of a university student is an integral characteristic of a person, which includes the totality of external features and internal personal qualities of the student that contribute to effectiveness educational activities.

When identifying the level of image formation of university students, our study uses the types of image identified by E.B. Perelygina.

The first level is a socially unacceptable image that interferes with the professional and personal development of the subject and the establishment of productive cooperation between the participants in the interaction, leading to the degradation of the professional and personal self-concept of the prototype subject;

The second level is a socially acceptable image, which contributes to maintaining the existing level of professional and personal development of the subject-prototype, as well as the achieved level of cooperation between participants in image interaction, which generally corresponds to the formed self-concept of the subject-prototype of the image;

The third level is the optimal image, characterized by the best combination of characteristics possible under the given conditions, allowing the subject of DSI (image creation activity) to achieve his acme as an individual.

The socio-psychological components that make up the structure of the image of university students are:

1. Motivational component- the presence of significant educational and professional motives and needs, personally significant values.

2. Cognitive component - self-concept of university students.

3. The activity component is the ability to develop one’s own image, based on the characteristics of the activity, as well as the opportunity to study one’s image in the educational space of the university.

The formation of a student's image occurs in a certain social context, under the influence of factors reflecting the characteristics of social interactions. And one of the key factors is the high level of security of the student’s personality, which creates real opportunities to satisfy natural and social needs in the present and future, revealing opportunities for his personal self-realization and professional growth.

Currently, there is no single interpretation of the concepts of “security”, “psychological security of the individual”, “safe personality”. Many researchers define “security” as a combination of internal and external factors, contributing to the preservation of the full ability of a person, society to function and develop, and “personal security” as a state of its security, i.e. a person’s ability to both not create dangerous situations and resist them if they arise (I.A. Baeva, N.S. Efimova, Yu.G. Noskov, A.N. Sukhov, etc.). N.A. Lyz indicates that a safe person builds his life in the context of unity with society, realizes his potential, his ideals and aspirations with the help of a formed system of semantic regulation of life activity, and also has a readiness to ensure safety and is able to maintain his health by transforming dangers into factor of own development.

At the same time, the structure of psychological safety of a university student’s personality includes the following components:

1. Affective component - emotional attitude towards dangerous situations; emotional stability to negative internal and external influences; students' experiences about the relationships between them in difficult situations.

2. Cognitive component - students’ awareness of the concepts of “threat”, “danger”, “violence”, etc., as well as ways to get out of situations characterized by these concepts, features of their motivational sphere, self-esteem.

3. Behavioral component - the ability to plan and implement protective measures for self-provision of psychological safety.

Based on these provisions, as well as previous studies, we determined the structural relationships between the image of a university student and the psychological safety of his personality (figure).

The analysis showed that students’ awareness of concepts related to psychological safety, ways of getting out of difficult situations influence their significant educational and professional motives and needs, personally significant values, as well as stereotypes, self-stereotypes and the dynamics of the development of the student’s image.

Structural relationship between the image of university students and their psychological safety

At the same time, the development of a positive image of students in the educational space of the university will be most effective when they implement protective measures to ensure the self-sufficiency of the psychological safety of the individual.

Emotional stability/instability to negative internal and external influences; Students’ experiences about the relationships between them and their attitude towards dangerous situations can both contribute to and hinder the formation of the proper level of psychological safety of the individual and thereby influence the image of students.

As part of the study, we analyzed the image of first- and fourth-year students, as well as their level of psychological safety.

A structural and content analysis of the expression of the value system among students using the method of “Studying the value orientations of the individual” (S.S. Bubnova) showed the dominance among first-year students of the values of learning new things - 87%, interesting things in the world - 76%, people - 74%, nature - 68%. While among fourth- and fifth-year students the dominant values are the satisfaction of immediate desires - 93%; value of material well-being - 89%; high social status - 84%; recognition - 78%, respect from people - 75%; social activity and communication - 72%.

Diagnostic results using the “Sentence Completion” method - “Typical student of the faculty...Who is He?” (a modified version of the test “20 statements. Who am I?” (M. Kuhn)) showed that from the first to the fourth year the hierarchy and the significance of the identified spheres of students’ life activity change. First of all, this manifests itself in the sphere of personal self-realization. If among first-year students the associations: determination, success, self-development, self-esteem, self-realization are classified as low-frequency or mid-frequency, then among fourth-year students they were all included in the group of high-frequency associations. That is, the concept of self-realization is filled with real meaning among fourth-year students and is included in the image of a typical student, which means, in their opinion, it is a significant element of the image of a university student. First-year students have a more romantic attitude towards student life than fourth-year students. Among the freshmen large number students are concerned about how studying at a university will allow them to realize their life goals and prepare them for future life. By the fourth year, the number of “unconfident students” is significantly reduced. First-year students, characterizing the financial prospects of their profession, mainly used associations with a negative emotional connotation. At the same time, fourth-year students used more positive associations. As for the emotional richness and differentiation of the description, fourth-year students demonstrated greater subtlety and emotionality than first-year students, who were more concerned about the “physical environment” and “appearance.”

In order to study the activity component of the image, students were asked to assess the degree of significance of a number of psychological and socio-psychological conditions of educational and professional activities, personal characteristics and opportunities in the development of the image of university students: individual psychological characteristics of the individual, prestige of the faculty, expectations significant people, status, prestige future profession, norms of society, value orientations of future employers, the ability to realize oneself in the learning process, the opportunity to prove oneself as a future professional, the prestige of the university, role position (student position), conditions that contribute to the success of the image (social, everyday, etc.). First-year students recognized the prestige of their future profession, university, and faculty as the most important factor in the development of a successful image, giving it priority over personal qualities. At the same time, the majority of fourth-year students surveyed noted, along with the high importance in creating the image of the prestige of the university and faculty, the ability to realize themselves in the learning process, the opportunity to demonstrate themselves as a future professional.

Diagnosis of self-actualization of students using the self-actualization test - SAT by E. Shostrom (adapted by Yu.E. Aleshina, L.Ya. Gozman, M.V. Croz) indicates high scores among first-year students on the scales of contact, cognitive needs, support; average indicators on the scales of time orientation, sensitivity; low scores on the scales of self-esteem, acceptance of aggression, flexibility of behavior. At the same time, fourth-year students showed high scores on the scales of creativity, behavioral flexibility, sensitivity, and self-esteem; average indicators on the scales of time orientation, contact, acceptance of aggression; low scores on the cognitive needs scale.

A test questionnaire by G. Kellerman, P. Plutchik to measure the degree to which an individual uses various defense mechanisms showed that first-year students use defense mechanisms projection, denial of reality, regression, repression, and fourth-year students - rationalization, replacement, compensation.

Analysis of the results of diagnosing aggressive and hostile reactions in students using the “Questionnaire for measuring aggressive and hostile reactions of A. Bass and A. Darka” indicates that first-year students have a high level of verbal and indirect aggression, as well as their tendency to take offense and suspicion. At the same time, fourth-year students showed a high level of irritation and a tendency toward negativism and verbal aggression.

By diagnosing behavioral style in conflict situation according to the method of K. Thomas “Behavior style in conflict,” the majority of first-year students are dominated by competition - 84%, evasion (avoidance) - 75%, adaptation - 68%, cooperation - 54% and compromise - 46%. Among fourth-year students, adaptation predominates - 82%, compromise - 78% and cooperation - 64%, rivalry and evasion are moderately expressed - 55 and 43%, respectively.

Analysis of the psychological safety of the individual demonstrated insufficient awareness of first-year students about the concepts of “threat”, “danger”, “violence”, etc., as well as ways to get out of situations characterized by them, while fourth-year students have a clearer understanding about these concepts, as well as ways to solve complex situations. First-year students do not adequately know how to plan and implement protective measures for self-provision of psychological safety, and fourth-year students have more complete information in this area.

Thus, the study showed that the formation of an optimal image of a university student is significantly influenced by the level of psychological safety of his personality, which creates real conditions meeting the needs of students, opening for them the path of personal self-realization and professional growth. The higher the level of psychological security of a student’s personality, the more opportunities exist for the formation of his optimal image, while a low level of personal security leads to the formation of a socially unacceptable image of a university student.

Reviewers:

Poddubny N.V., Doctor of Philology, Candidate of Psychology, Professor of the Department of Social Work and Psychology, ANO VPO "Belgorod University of Cooperation, Economics and Law", Belgorod;

Tarabaeva V.B., Doctor of Social Sciences, Candidate of Psychology, Professor of the Department of Psychology, Director of the Pedagogical Institute, Belgorod State National Research University, Belgorod.

The work was received by the editor on March 6, 2015.

Bibliographic link

Bubnova O.V., Zherebnenko O.A. THE INFLUENCE OF PSYCHOLOGICAL SAFETY OF AN PERSONALITY ON THE FORMATION OF A UNIVERSITY STUDENT’S IMAGE // Fundamental Research. – 2015. – No. 2-6. – pp. 1323-1327;
URL: http://fundamental-research.ru/ru/article/view?id=37029 (access date: 02/01/2020). We bring to your attention magazines published by the publishing house "Academy of Natural Sciences"

480 rub. | 150 UAH | $7.5 ", MOUSEOFF, FGCOLOR, "#FFFFCC",BGCOLOR, "#393939");" onMouseOut="return nd();"> Dissertation - 480 RUR, delivery 10 minutes, around the clock, seven days a week and holidays

Lastovenko, Natalya Sergeevna. Image of the Armed Forces as a security factor of the Russian Federation: dissertation... Candidate of Political Sciences: 23.00.02 / Lastovenko Natalya Sergeevna; [Place of protection: Military. University].- Moscow, 2011.- 170 p.: ill. RSL OD, 61 11-23/282

Introduction

Section I. Image of the Armed Forces in the system of factors ensuring the security of the Russian Federation 12

Section II. Image of the Armed Forces of the Russian Federation: dynamics, current state and role in ensuring the country's security 60

Section III. Main directions for improving the image of the Armed Forces in the interests of ensuring the security of the Russian Federation 113

Conclusion 155

Bibliography 161

Introduction to the work

Today, as before, each state strives to establish a favorable image of itself in the minds of its own population and the peoples of other countries. At the same time, the rapid development of information technologies contributes to the increasing importance of the image of institutions in state policy, including in the field of security. Thus, in the implementation of military policy, the Russian leadership is faced with problems of the image of the Armed Forces, since information about the state of affairs in the army, about the state of its combat readiness, about positive and negative phenomena in army life affect public consciousness, people’s feelings and indirectly - the atmosphere and mechanisms for making and implementing decisions in the field of defense.

Creating a positive image of the Armed Forces is not a spontaneous, but a long-term and systematic activity that requires conceptual justification, coordination and constant monitoring. Therefore, understanding the image of the Armed Forces of the Russian Federation and its influence on the country’s security seems relevant in modern conditions.

The relevance of the study is due to the following circumstances: - the transformation of the information sphere into a system-forming factor in the life of society, which actively influences its condition, development and security. In this regard, in modern society The role of information aspects of security is increasing. The importance of the information factor in matters of ensuring the country's security is manifested in the high information activity of our probable opponents and opponents who, by creating a negative image of the Russian army, weakening its authority, threaten the security of the country; increased attention from Russian society to the problems of the Armed Forces. Citizens of the country want and have the right to know how secure the country is, what can be expected from certain changes in the army: Today, many aspects of the life of the Armed Forces still remain too closed to public attention, which adversely affects the image of the army; wide, multidirectional, and often contradictory dissemination of information about the Armed Forces of the Russian Federation. At the same time, the information disseminated often does not correspond not only to the official point of view, but also to reality. In order to avoid or neutralize such acts, theoretical and applied developments are required in the field of production and transmission of information about the army, which helps to increase the prestige of military labor and public trust in it; the widespread use of technologies and mechanisms for image formation in political processes in modern Russia. Today, the implementation of tactical tasks and strategic goals of both individual political leaders and state institutions. Moreover, the widespread use of these technologies puts on the agenda the task of identifying ways to improve the image of the army. This has become especially relevant in the widespread use of manipulative technologies in the political practice of Russia; the need to analyze and assess the real state of the image of the Armed Forces of the Russian Federation for the military-professional orientation of individuals, when recruiting the Armed Forces of the Russian Federation, to increase the attractiveness of the military profession; the practical necessity of analyzing the dynamics of the image of the Russian army, forecasting its development, identifying and justifying the most effective directions for improving the image of modern

Armed Forces of the Russian Federation in the interests of the country's security.

In addition, studying the experience of leading states, the world - in the formation, the image of the army in peacetime and wartime - will help solve the problems of organizing and conducting information warfare.

The degree of scientific development of the problem.

The analysis of the literature on the research topic allows us to conditionally divide the accumulated research material on the problem into four main groups.

The first group consists of works devoted to the issues of understanding the image of politicians, public figures, organizations, and the state. The author also includes works in which the image of certain social institutions, in particular the army, is analyzed. The provisions and conclusions of this group of sources form an important place in the formation of the theoretical basis of the dissertation.

The second group is literature that highlights problems national security, military security, defense capability and military potential of the state, various aspects of the state’s activities in ensuring security.

The third group of sources includes scientific works, which describe the varieties and possibilities of political technologies for image formation. These works primarily present the organizational, technical and resource components of image formation.

The fourth group includes dissertations that examine the most common problems related to the functioning of the Russian army, its role in society, reveals the importance of the military-professional orientation of youth, the prestige of military labor in Russian society.

Systematization and classification of works devoted to the research problem, analysis of their content allowed us to come to the conclusion that scientific research directly devoted to the political science analysis of the importance of the image of the Armed Forces for the security of the country practically does not exist.

The object of the study is the image of the Armed Forces in the system of factors ensuring the security of the Russian Federation.

The subject of the study is the state of the image of the Armed Forces and its role in ensuring the security of the Russian Federation.

The purpose of the study is to carry out a political science analysis of the current state of the image of the Russian Armed Forces and its impact on the security of the Russian Federation, to determine the main directions for improving the image of the army in the interests of ensuring the country's security.

Research objectives:

To clarify the definition of the concept of “image of the armed forces” and to formulate its political scientific characteristics.

Reveal the mechanism for forming the image of the Armed Forces of the Russian Federation.

Characterize the technologies and methods used in shaping the image of the Armed Forces of the Russian Federation.

Analyze the socio-political role and importance of the image of the Armed Forces in ensuring the security of the Russian Federation.

Analyze the dynamics and current state of the image of the Armed Forces of the Russian Federation.

Identify and reveal the main directions for improving the image of the Armed Forces in the interests of ensuring the security of the Russian Federation.

Theoretical and methodological basis of the study.

The theoretical basis of the dissertation was made up of scientific publications by domestic authors on security issues, highlighting the specifics and capabilities of image-forming technologies, official legal documents of the Russian Federation, which contain conceptual provisions related to the formation of the image of the Armed Forces of the Russian Federation in the interests of the country's security. In addition, the study is based on materials contained in scientific domestic and foreign periodicals.

The methodological basis of the study was comparative, institutional, systemic, structural-functional approaches. An interdisciplinary approach was also used, which made it possible to attract the achievements of various sciences for a deeper consideration of the problems of the image of the armed forces.

The main importance in the study is given to a systematic approach, in which the formation of the image of the armed forces is considered as an integral process of its influence on mass consciousness. The use of a comparative approach was due to the need to establish the specific features of the image of the Armed Forces and the features of its creation over the past two decades. This approach made it possible to give a comparative description of the image of the Armed Forces of the Russian Federation. In the study, the author strived for objectivity and tried to avoid extremes in conclusions.

The empirical basis of the dissertation consisted of: materials from periodicals in Russia and a number of European countries; domestic television and radio broadcasts; materials various kinds meetings, conferences and round tables on the image of the Armed Forces of the Russian Federation and the features of its formation; results sociological research concerning the activities of the Armed Forces, their image and current state, conducted by sociological centers ( All-Russian Center studying public opinion VTsIOM, Institute of Comparative Social Research SeBYa^ Russian non-governmental research organization Levada Center, Public Opinion Foundation) and individual military scientists for the period from 1991 to 2011; information from websites of government agencies, the Ministry of Defense, various media and “bloggers”.

The scientific novelty of the dissertation research lies in the following: the author’s definition of the concept of “image of the armed forces” and its political science characteristics; in determining the place and role of the image of the Armed Forces in ensuring the security of the Russian Federation and revealing the mechanism for its formation; in the analysis of the dynamics and current state of the image of the Armed Forces of the Russian Federation; in identifying and disclosing the main directions for improving the image of the Armed Forces in the interests of ensuring the security of the Russian Federation.

Practical significance of the study.

The conceptual provisions of the study make it possible to use them for further comprehensive and in-depth study of the image of the armed forces in security processes (especially in such aspects as information support for security in conditions of increasing military-political tension).

The conclusions and practical recommendations obtained may be useful for the activities of the relevant government and military authorities. Indicators of image assessment, as well as the factors of its determination, identified in the dissertation, can be operationalized and transferred to the empirical level for carrying out applied research. Certain provisions of the study can be used to develop measures of information impact in peacetime and wartime situations. Practical significance thesis also lies in the fact that its main provisions can be used in the formation and promotion of the image Armed Forces in the interests of domestic and foreign policy. In addition, the research materials can be used in teaching such training courses as “Political Science of Military Administration” and “Fundamentals of State Information Policy of the Russian Federation.”

Approbation of work.

The scientific conclusions and results of the dissertation research have undergone practical testing.

The main provisions and conclusions of the dissertation, obtained at various stages of the research, were discussed at the Department of Political Science of the Military University.

The main provisions of the dissertation are presented in 3 publications by the author with a total volume of more than three printed pages.

Image of the Armed Forces in the system of factors ensuring the security of the Russian Federation

In the broadest sense of the word, security is a situation in which someone or something is not threatened by any kind of danger. It is clear that understanding the dangers of various kinds on planet Earth plays a decisive role here. In relation to our problems, security is a state of reliable protection of vital interests and the fundamental foundations of the existence of an individual, social group, society and state from internal and external threats.

The security of the Russian Federation is a priority direction of state policy. It is ensured by a system of government measures and actions, public organizations and citizens. That is, the basis of the security system of the Russian Federation consists of bodies, forces and means for implementing measures of a political, legal, organizational, economic, military and other nature, aimed at ensuring the security of the individual, society and the state. Among all the forces and means of ensuring Russia's security, its Armed Forces occupy an important place.

The ability of a military organization to ensure the security of the country is one of the initial, basic conditions for a prosperous existence and free development of society. A modern, mobile, well-equipped army is not only the key to the country’s defense capability, but also partly a fundamental indicator of the successful development of its economy.

Among the theoretical problems of ensuring the country's security, it is fundamentally important to understand the place and role of the image of the Armed Forces of the Russian Federation in this activity. Along with the formation

The Armed Forces of the Russian Federation are of a new quality, and the idea is increasingly heard from the state and military leadership of Russia about the need to change their image.

So the Russian army is called upon to ensure the security of the country, and this is its main purpose. However, the army is not the only subject and factor ensuring security. The security of a country can be ensured by the combination of a number of factors. Among the main factors1 of ensuring the security of the Russian Federation, the author considered it necessary to dwell on the economic, political, military, demographic, moral-psychological, and informational. By analyzing and examining their essence, the author will determine the place of the image of the Armed Forces among the factors ensuring the security of the state.

Economic factors are activities to create sufficient and necessary resources to ensure the military security of the state. This activity is based on sources economic growth, i.e. sources that make economic growth physically possible and factors that determine the degree of implementation of sources of economic growth. And here it is important to have natural resources in quantitative and qualitative aspects, the degree of completeness and efficiency of their use; quantity of labor resources and their quality (educational and qualification aspects); volume of main production assets and their technical condition (wear, performance, reliability); technology (its novelty, implementation, speed of change, effectiveness, payback). It should be noted that ensuring military security requires significant budgetary allocations for testing new weapon systems, which in turn directly affects society, restraining its social, technological and economic development. A- also requires professional, competent consideration of the mutual influence of various components of ensuring military security. In this regard, it is relevant to talk about compliance with the principle of compliance with the provision of military security with the capabilities of the country, according to which the state must determine the primary directions of its activities in the field of ensuring military security in order to avoid possible contradictions between the economic capabilities of the country and the needs for security needs.

The political factor can be represented as the activities of political institutions, public organizations and authorities, political leaders to create favorable domestic and international conditions that make it possible to ensure the military security of the state. This factor, manifested in the foreign and domestic policy of the state, determines the choice of means, methods, methods and forms of influencing and countering military threats and dangers.

Demographic factor is the activity of recording and forecasting the population of a state, its density of residence, areas characterized by the highest and lowest population density, processes of migration and emigration. Today, Russian politicians are raising the problem of the reduction of the nation, which, according to forecasts, will attract attention in the next 2-3 decades, which is of no small importance in ensuring the security of such large state like Russia with its vast territory and poorly defended borders.

Moral and political factor - activity to form moral values life and spiritual guidelines, a sense of community unity, the readiness of not only the Armed Forces, but also the entire people to withstand the struggle for national security and state sovereignty.

The military factor is the activity of the state to maintain and continuously improve its military strength. This is actually the general military force, which, in addition to the Armed Forces, includes border and internal troops, as well as other troops created by the state on a legal basis. The military factor itself presupposes maintaining the military strength of the country, its Armed Forces, at a level that ensures the use of military force adequate to the threats, guaranteeing the protection of national interests. The main forms of military support for national interests, including military security, are war prevention, repelling aggression, peacekeeping, punitive actions, etc.

Image of the Armed Forces of the Russian Federation: dynamics, current state and role in ensuring the country's security

There are many difficult issues on the defense agenda. Such issues include a new vision of the place and purpose of the army in the system of ensuring national security; a new model of the Armed Forces, ideological and educational functions of the army. In a word, there is a whole complex of problems, and all of them are in one way or another connected with the authority of the army in society, with its image formed in the mass consciousness. In Russian society one can observe various, sometimes diametrically opposed, relations in the Armed Forces of the Russian Federation. For example, at the exhibition forum “Army and Society”, held in April 2010, correspondents during an interactive survey recorded the following views of site visitors about the Russian Armed Forces: “The Armed Forces are the most important factor in political-economic and military-strategic policy Russia in the whole world"; “The army is a symbol of the vulnerability of adolescents and youth”; "The army is completely destroyed." These characteristics are of interest to both “specialists of various specialties, sociologists, psychologists, political scientists, and the military personnel themselves.

Despite the dramatic events of the last two decades, the Russian army remains not just a political instrument, but also social institution playing a significant role in the life of society. Rapid changes in the world and in Russia itself determine the inevitability of transformation of the entire military organization of the state, and primarily the Armed Forces. Obviously, the effectiveness of the state machine as a whole largely depends on their ability to quickly adapt to new geopolitical realities and new challenges to national security. Russia without an army is no longer Russia.

Let us characterize the image of the Russian Armed Forces, which has currently developed in the eyes of its own citizens. Unfortunately, for recent years There have been no special studies that would directly answer this question. The dissertation author, based on data from leading sociological centers for the study of public opinion, analyzed the dynamics of the image of the Armed Forces since their formation in 1992. The most important indicators image of the Armed Forces of the Russian Federation act as the prestige of military labor and public trust in the army. Depending on the change in the values of these indicators, the dissertation author characterized the dynamics of the image of the Russian army. Conventionally, the dissertation author identified four time periods of the state-image of the Armed Forces of the Russian Federation:

1st stage - from 1992 - end of 1995 (post-Soviet period of formation of new armed forces; Transnistrian conflict in the spring and summer of 1992; South Ossetian conflict of 1992; since 1994 Abkhazia - blocking the conflict area, monitoring the withdrawal of troops and disarmament, protecting the military objects; civil war in Tajikistan 1992-1996; Chechen conflict 1994-1996 - fighting in Chechnya, “the first Chechen war”, “measures to maintain constitutional order”);

2nd stage - from 1996 to 2002 (anti-terrorist operation in the North Caucasus since 1999; Sierra Leone since 2000 - aviation support for the UN mission, air escort and cover for columns of UN troops and humanitarian convoys; peacekeeping operations Russian troops in the war in Yugoslavia).

3rd stage - from 2003 to 2008 (stabilization period, reform of the Armed Forces: creation of a modern structure; re-equipping army units with new and modernized types of military equipment, increasing allocations for defense; a unified system of orders and supplies of weapons, military equipment and equipment has been formed logistics support; the resumption of intensive combat and operational training (conducting a dozen field exercises; the beginning of an experiment in the transition to a contract basis of service; an increase in the number officials(psychologists, social work and crime prevention officers, assistant commanders for legal work, etc.) called upon to deal with issues of discipline and law and order);

Stage 4 - from 2008 to the present (bringing the Armed Forces to a new look).

Public trust in the Armed Forces;

The prestige of military labor;

Public and specialist assessment of the combat capability of the Armed Forces.

It seems necessary to clarify these concepts, since they act as the criterion basis for assessing IV S.

In the encyclopedic dictionary “Political Science”, the concept of trust is defined as “a necessary, emotional, intuitive factor in the functioning of politics and power, political relations and actions that determine their effectiveness and their perception by society and the individual.” The main condition for the emergence of trust is the actualization of the significance of that part of the world with which the subject intends to interact and its assessment as safe (reliable). That is, public trust in the Armed Forces is one of the sources of political (public) opinion, important factor, determining the situation in the army. Trust reflects an ideal, spiritual space; filled with ethical and moral assessments; socio-psychological space of sentiments, civil positions in relation to the army, politics and government. Trust is an essential element of legitimacy. The main task of legitimacy is to ensure trust in the ruling entity. It is this interpretation that we will adhere to in the future; analysis of public trust in the Armed Forces. The army must generate faith in its potential, in its resources, in the possibility of satisfaction, expectations, and confidence in the protection of the state. The image of the army is intended to promote increased confidence in the army. That is, the image of the army should contribute to the manifestation of the population’s reaction to actions, activities, reality both in the army itself and in the state as a whole..

Main directions for improving the image of the Armed Forces in the interests of ensuring the security of the Russian Federation

The importance and role of the image of the armies of the opposing sides in modern wars and armed conflicts has increased enormously and continues to grow rapidly. Its formation became the most important part of the political, ideological, information-psychological and military preparations for war, as well as the successful conduct of armed struggle. The parties are increasingly actively and massively influencing, through their image, the attitude of world public opinion and their people towards the army and the state of security of states.

Work to create an image of a conscientious, highly educated, cultural, devoted to her people, patriotic, internationalist, committed to the noblest principles of morality, selflessly heroic, armed with last word technology, with high professional qualifications army, should become a matter of national, national importance. So that the created positive image of the Armed Forces of the Russian Federation has greater social power. If the work is carried out correctly, it will strengthen the prestige of military labor and public trust in the army, promote the unity and cohesion of the military and citizens, act as an incentive for the zeal of serving people in military affairs, and thereby strengthen the security of the country.

Currently, one of the main tasks of state power and military leadership is to create a positive image of the Russian army. Moreover ideal option there should be a minimal “divergence” from the real state of affairs.

Since the formation of the image of the Armed Forces is purposeful, the question of possible ways to improve activities to create and promote the image of the army will always be relevant. According to the author, this activity requires an integrated approach and involves the interrelation of institutional, foreign policy, domestic policy and technological directions.

Institutional direction. Successfully solving the problems of ensuring the country's security requires sufficiently strong public support. However, it is difficult to obtain it in conditions of harsh propaganda influence on public opinion, the purpose of which is to create a negative image of the Russian army. Therefore, the dissertation candidate considers it necessary to develop institutions related to the formation of the image of the army.

First of all, let's look at what institutionalization is. According to the authors of the electronic dictionary, this is the process of ordering, formalizing and standardizing something. In fact, institutionalization is the process of transforming people's spontaneous behavior into organized and predictable behavior. It is important to note that in practice almost all spheres and forms of social relations, even conflicts and crises, are institutionalized. Add that when there is a need, in our case, this is the need for security and activities to ensure it, the issue of creating “special institutions working in this direction, or improving the work of these institutions” will always be relevant

We believe that image institutionalization is, firstly, the development of rules of interaction in the information space of state, military, public, and other formal and informal structures; secondly, the development of rules by which the images of the army are formed, values are developed and influence is exerted on society and its individual groups, thirdly, the creation and development of structures for the formation of the image of the army.

Let us note that almost no researchers have yet paid attention to the issues of image-based institutionalization of military security. The dissertation author will use the term “image institutionalization of military security” to understand the system of formation and development of institutions for the formation of the image of military force in the interests of military security. Such a system requires broad participation of various actors political system and citizens in the formation, improvement and promotion of the image of the army, active interaction of all bodies and branches of government with civil society institutions to implement an active image policy in the field of security and defense of the country.

Let us note that the formation and development of image institutions that contribute to strengthening the security of our country is one of the most important modern tasks of state and military leadership. Thus, in the “National Security Strategy of the Russian Federation until 2020” it is stated that “strategic deterrence in the interests of ensuring the military security of the country, the prevention of global and regional wars and conflicts are strategic goals for improving national defense”, further “Strategic deterrence involves the development and systematic implementation of a set of military, information (and other) measures aimed at preventing or reducing the threat of the aggressor state”, “Strategic deterrence is carried out through the development of a system of military-patriotic education of citizens of the Russian Federation, as well as the development of military infrastructure and the management system of the military organization of the state”, “Achieving the strategic goals of national defense is carried out through the implementation of a set of measures to increase prestige military service"1. Therefore, improving the image of the army requires a strategic approach, articulated in the social request for state security. There is a need for systemic integration of institutions that ensure strengthening of the army's advantages over the armies of the world.

Before identifying the main image institutions in the field of forming the image of the army in the interests of military security that currently exist in Russia, the author believes it is advisable to highlight the essential features of the activities of these institutions, without which it cannot acquire a political color.

Image institutions in the field of military security should strive: firstly, to embed in the consciousness of the public such significant characteristics of the Russian army, which in the future1 can strengthen the morale of the population and the army in the event of hostilities; secondly, to apply such political technologies that would ensure the effective impact of the formed image of the army on individual and mass consciousness, on the creation of the necessary public opinion within the framework of political interests.

So, the author identifies several groups of these image institutions. State and non-state structures, bodies, organizations and individual citizens actively participating in the processes of political socialization of the population and the formation of a positive image of the Armed Forces of the Russian Federation.

The image of an organization can be considered as a system of images and evaluations existing in people’s minds.

The concept of an organization’s image includes two components:

1. A descriptive (or informational) component, which represents the image of the organization.

2. The evaluative component, which exists due to the fact that any information about the organization stimulates evaluations and emotions, which can have varying intensities, can be accepted or rejected, and this is directly related to the attitude towards the organization.

Image and evaluation lend themselves only to conditional conceptual distinction. In reality they are inextricably linked. The image of an organization can be positive, negative, or unclear. The goal of the organization is to create a positive image. A positive image increases the organization's competitiveness in the market. It attracts consumers and partners, accelerates sales and increases their volume. It facilitates the organization’s access to various resources: financial, informational, human, material. A successful corporate image process requires planning, organization and control.

An integral attribute of any system is structure. Structure

The image of an organization includes eight components (or components):

1.Image of a product (service) - people’s perceptions regarding unique characteristics which, in their opinion, the product has.

2. The image of consumers of a product includes ideas about lifestyle, social status and some personal (psychological) characteristics of consumers.

3. The internal image of an organization is employees’ ideas about their organization. The main determinants of internal image are the culture of the organization and the socio-psychological climate.

4. The image of the leader or key leaders of the organization includes ideas about the abilities, attitudes, value orientations, psychological characteristics, and appearance of the leader.

5. The image of the staff is a collective, generalized image of the staff, revealing the most characteristic features of it.

6. Visual image of the organization - ideas about the organization, the substrate of which is visual sensations that record information about the interior of the office, sales and showrooms, and the organization’s corporate symbols.

7. Social image of the organization - ideas of the general public about social purposes and the role of the organization in the economic, social and cultural life of society.

8. Business image of the organization - ideas about the organization as a subject of business activity.

The image of the organization is relatively stable. When it comes to an organization, it takes a long time and a lot of effort to change people's perceptions of it.

Image is of particular importance for large and good well-known organizations. Such an organization is in the public eye and in the spotlight of funds mass media. That's why large organizations constantly work with public opinion. This work aims to ensure favorable public behavior towards the organization.

The public's attitude towards an organization can be mediated by an already formed attitude towards the system in which the organization is included as a component. Thus, an idea of a particular bank invariably includes an idea of the banking system as a whole and an assessment of its activities. This mediation can have both positive influence on the image of a particular organization, as well as negative.

Thus, the process of creating an image is a constant process of improving the style and philosophy of the company, developing new attributes and improving old ones, revising ideas and searching for new approaches.

External image. Research shows that 83% of decisions we make are based on visual information. We carefully examine the person, office or thing and decide whether we want to deal with such a partner or not. So it turns out that the appearance of a business person has never mattered as much as it does now. Businessmen have never been so concerned about their external image as they are in our time. One way or another, this is what a rapidly developing society requires of us. Drawing up a plan for the external image means a thorough analysis of everything that first of all catches the eye of society and a specific buyer.

The fact that there is a direct connection between our appearance and success is proven by scientific research. They clearly show that to be a professional it is necessary to dress according to standards of appearance, and yet millions of intelligent people refuse to take these studies seriously. Most often, the head of a company is judged by the standards of appearance of its employees. The biggest reason for employee appearance problems is lack of understanding. In other words, people don't understand how their appearance affects the image of the entire company. Otherwise, none of them would show up to work in the way they consider normal.

Often yours negative impact provide education and home environment to young employees. Therefore, the manager is forced to independently determine the standards for the appearance of employees. In this sense, management should set an example of compliance with them, but a “walking” example is clearly not enough.

What is the solution to this problem. It is necessary to set out in detail the requirements adopted in your company for the appearance of employees. Many employees will agree with you if the reasons for introducing these rules are clear to them. It is necessary to immediately introduce newly hired employees to them, otherwise a conversation with one of them about appearance when certain relationships have already been formed in the team will become the most difficult task for the HR manager in his work. It is a widely known fact that when employees are given the opportunity to choose their own business attire, the boundaries of appearance standards are violated by the most professional employees.

Besides typical mistake is that the managers of many large companies take professionalism in dress and appearance for granted, which is why they devote so little time and attention to this issue. This opinion is erroneous, and such managers can be advised to take the time to explain the company’s attitude to the uniform of its employees and give the necessary explanations. In addition, I would like to note that professional clothing gives rise to professional behavior, in other words, clothing and behavior are interrelated.

The only production factor that affects the reputation of a business is product quality. For most companies, the importance of product quality is obvious. If the consumer properties of a product are poor, neither excellent public relations nor impeccable customer service will save the company. Advertising can attract a buyer, but if he is dissatisfied with the product or the quality of services, then the positive image of such a company will not last long. It is necessary to monitor the quality of the product and work hard and hard.

The area of tangible image, which we perceive with all five senses, includes everything from the company's slogan to its location. The name of the company and its slogan are the most noticeable elements in the image system. It is worth spending time and money to create the most effective version of these two elements. This is especially important for newly created companies.

The name and slogan of the company tell people what kind of company it is, they should clearly reflect the profile of its activities. The name of a company has an obvious impact on people. The shorter the name, the stronger its effect. It should also be easy to remember. In business throughout the world, corporate names are considered so important that thousands of companies change them every year, after consultation with professionals.

The external image of the company must be clear and attractive to customers. It is also necessary to periodically rebuild the image, constantly strengthening it. There is no need to radically change everything every time. The company name should be on the sign, letterhead, business cards, product packaging - everything that represents the company to people. To enhance the impact of the image, it is necessary to unify all its components.

An important component of a company's external image is advertising. People learn about a new product or service mainly through advertising. Some types of advertising use a powerful image, others do not. Television changed our view of life in the 20th century. Over the past forty years, we have transformed from a society of readers into a society of television viewers. Today, we form opinions about people and products based on visual images, symbols and short, carefully composed text. In this sense, advertising, print and electronic, has risen to the level of a science. The most main problem Those who do advertising today have competition. The amount of information about the product that hits the buyer is amazing. In addition to advertising in newspapers, on the radio, on billboards along the road, in evening television shows and magazines, the average Russian consumer is exposed to so many commercial advertising messages every day that most of them are simply not perceived by him. Only the most effective advertising reaches people and influences them.

Today, in the midst of competition, the creation of advertising must be entrusted only to professionals. Even when it comes to writing advertisement in the local newspaper or by mailing an advertisement, this amateur endeavor is unlikely to attract the attention of the consumer, because it will have to compete with hundreds of other commercial advertisements written by professionals. And here, perhaps, the main problem is how to stand out from total mass, even if the creation of advertising is entrusted to professionals.

Today, effective advertising attracts consumer attention not only with its professional level, but also with its emotional impact on people. It's unlikely that all advertising agencies understand this, so before you commission any of them to create your advertising, study their previous work.

Thus, we can say that the external image is influenced by such factors as the appearance of employees, product quality, slogan, location and advertising. Based on these characteristics, one can generally judge the corporate image outside the organization.

Internal image of the organization. Compared to the external image, the internal image is more difficult to adjust, but it is much more important for the company’s reputation and its successful activities. Employees' dedication to their company and enthusiasm for customer service is at the core of its internal image.

Experience shows that most employees are not even aware of the impact they have on the customer's perception of the company for which they work. The advice that can be given to employees of any company is simple: either you always speak only positively about your superiors and your work, or quit this position and find a company in which you will be proud to work. This advice applies to employees at all levels.

Based on what has been said: internal image is the image of a company through the eyes of its employees, the image that arises among customers when communicating with its employees. Simply put, a negative internal image means the company will inevitably lose customers and reputation. Research shows that retaining a loyal customer costs five times less than acquiring a new one. Even the most famous companies protect their internal image and try to maintain the morale of their employees. Team spirit and employee morale determine whether a company with big plans and talented employees will become famous throughout the world or whether it will leave only a small mark in history.

Perhaps no employee need is as important for boosting morale and strengthening loyalty to the company as the desire of employees to stay informed about the activities of their company. One of the main responsibilities of management should be to constantly familiarize employees with the company’s development concept. Belonging to a company with high standards of appearance and behavior improves the morale of the new employee. But some managers worry that maintaining high standards of appearance and behavior could negatively impact the quality of employees' work. Nothing like that - just the opposite. The very fact that a company hires only good workers and thereby maintains high standards increases its attractiveness in the eyes of job candidates. And of course, it strengthens the team spirit of those who already work there.

Putting clear standards of behavior and appearance in writing makes it much easier to resolve problems. The guide, with its standards, will help you start any conversation of this nature. It’s great if the development of standards and job descriptions is carried out simultaneously with the creation of the company, even before hiring the first employee. Preliminary work strengthens the company's image and saves time in the future when solving problems related to employees.

Modern companies with the best managers also try to satisfy another desire of their employees: the need for respect.

The American subsidiary of the Japanese company Honda, for example, abolished traditional management privileges in order to create an atmosphere of equality in the company. No more separate car parks. Everyone eats in the same cafeteria. Managers and workers wear the same uniform. In addition to these symbolic gestures, Honda encourages the participation of its workers in decision making, overtime and shift scheduling, which has always been the prerogative of management.

One of the greatest needs of company employees is the need for an improved internal corporate communications system. A study of workers at large financial corporations shows that top of their list of complaints was poor communication between subordinates and management and the feeling that management does not respect their employees. When subordinates are engaged in two-way communication, when they are constantly informed about what is happening in the company, they feel valued and trusted. And this, in turn, gives rise to a positive attitude of employees towards the company. Well-functioning corporate communications means more than just distributing a constant flow of information. It also involves managers seeking employee opinions and engaging with them personally.

Honda executives, for example, walk through factory buildings for an hour every two months and talk with company employees who have proposed the best ideas for improving production.

Employees' need for creativity and the opportunity to make personal contributions to the company are closely related to the desire for sustainable two-way communication. We all think that we have unique talents, that we are special and not like others. When we get a chance to express our creativity at work, we feel important to the company. No one can maintain high morale if they feel like a small cog in a corporate machine. Giving employees the opportunity to make even a small contribution to a common cause will greatly improve their morale. And vice versa, if department heads believe that good ideas are born only in their heads, the motivation to work and the mood of employees drop below zero. The creative contribution of employees to the company brings success to it.

The need for our work to be valued touches the deepest chords of the human soul. We can move mountains if we feel valued, but we don't want to lift a finger if we feel unappreciated.

In order to express your approval to your subordinates and colleagues, you should not come up with grandiose events, the implementation of which will take a lot of your time. The simplest and most valuable thing you can do is send a note to your colleague with words of praise and appreciation. Employees who are valued by management will value their customers. And the client will definitely feel it.

The need for recognition and reward is related to the desire of employees to be highly appreciated by others. Recognition of an employee's merits is a high assessment of his contribution to the common cause in the presence of colleagues. Praising an employee in front of his colleagues brings double benefits, because its effect doubles. Encouragement serves as an immediate reward for good job actor, musician, satirist, professional speaker or priest. They receive it in the form of laughter, applause and applause. Each of us needs the same recognition, and each of us wants to receive it.

A very smart company is one that understands the need for encouragement among its employees. It is not at all necessary that the reward be expensive and abstruse. This could be an unscheduled day off, a gift, a bouquet of flowers, tickets to a sporting event, or even an invitation to an office party.

Attention to employees is returned a hundredfold by the dedication of the company's employees, satisfaction from their work, and therefore, an increase in the image and prestige of the company in their eyes. No one can benefit a company's corporate image more than employees who take pride in their work.

Thus, we can say that the internal image is no less important for the company than the external one. Internal image is influenced by factors such as employee loyalty, perceptions of the company, the need for respect, the need for two-way communication, the need for creative work, the need to be highly appreciated by others, the need for recognition and reward, and the need for growth and advancement. The internal image of a company that takes into account all of the above factors will be very high. And the work of such a company will be more efficient.

5. Social responsibility of business

Social responsibility implies a certain level of voluntary response to social problems on the part of the organization. This response takes place in relation to what lies outside the requirements determined by law and regulatory bodies or in excess of these requirements.

Society has developed certain expectations about how an organization should behave in order to be considered a good corporate member of the communities it serves. The emerging view is that organizations must act responsibly in numerous areas such as environmental protection, health and safety, civil rights, consumer protection, and the like.

Debates about the role of business in society have generated numerous arguments for and against social responsibility.

Arguments for social responsibility:

· Favorable long-term business prospects.

· Changing needs and expectations of the general public.

· Availability of resources to assist in solving social problems.

· Moral obligation to behave socially responsibly.

Arguments against social responsibility:

· Violation of the principle of profit maximization.

· Expenditures on social inclusion.

· Insufficient level of reporting to the general public.

· Lack of ability to solve social problems.

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№	Component name	Component Description	Comments
1.	Image of goods and services	People's perceptions of the goods produced and services provided. It is formed on the basis of the following criteria: ■ demand for goods and services; ■ price/quality ratio; ■ uniqueness (availability of analogues on the market), etc.	Cultural institutions are mainly providers of services (recreational, informational, educational). And in this area they have to compete with many commercial organizations. Therefore, to maintain your competitiveness, it is important to have correct positioning in the market and competent promotion of the products and services provided.
2.	Image of consumers of goods and services	Lifestyle idea social status, financial situation and other characteristics of consumers	It is extremely important for cultural institutions to identify priority consumer groups for their activities and build their activities based on their views and preferences
3.	Internal image of the organization	Employees' perceptions of their organization. The main determining factors for internal image are corporate culture and the moral and psychological climate in the team	The opinions of employees can have a direct impact on the public's attitude towards the organization. Therefore, it is necessary that it be positive and united
4.	Image of the head of the organization	The idea of intentions, motives, value orientations, abilities and psychological portrait head	The image of a leader can either help or harm the overall image of the organization. The head of a cultural institution must have charisma and leadership qualities in order to lead the team without suppressing the creative individuality and business initiative of employees
5.	Personnel image	A collective generalized image of personnel, revealing their most characteristic features. Includes both professional and personal qualities	The image of the staff is formed, first of all, on the basis of direct contact, with each employee being considered as the “face” of the entire organization, by which the staff as a whole will be judged. Quite persistent stereotypes have developed in the public consciousness regarding the socio-demographic profile of employees of certain cultural institutions. For example, a librarian is often associated with a middle-aged woman, wearing glasses, and modestly dressed. This image is also cultivated in multimedia (advertising, cinema). It is important to break existing negative stereotypes and attitudes and replace them with positive ones that have a beneficial effect on the image of the organization
6.	Visual image of the organization	An idea of the external appearance of the organization (exterior and interior of buildings and premises, corporate identity)	The formation of a visual image is influenced by individual characteristics perception and taste preferences different people, as well as fashion trends
7.	Social image of the organization	An idea of the social goals (mission) and the role of the organization in the life of society	Social image is formed by informing the general public about the social aspects of the organization’s activities
8.	Business image of the organization	Viewing the organization as a business partner	A positive business image can attract additional sources of funding to cultural institutions in the form of funds from sponsors and philanthropists

How security affects image. Country image

Bibliographic link

Image of the Armed Forces in the system of factors ensuring the security of the Russian Federation

Image of the Armed Forces of the Russian Federation: dynamics, current state and role in ensuring the country's security

Main directions for improving the image of the Armed Forces in the interests of ensuring the security of the Russian Federation

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