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Image as a Socio-Psychological Phenomenon: The Methodology of Research
Dagaeva E.A., Associate Professor, Advertising Department, Faculty of Psychology and Social Communications, Taganrog Institute of Management and Economics, Russia
The article discusses the contribution of several methodological approaches to the study of such complex and multi-dimensional socio-psychological phenomenon as image, opening its nature, the patterns of formation and functioning. Among the achievements of social-psychological approach, the author considers a deep elaboration of "image" notion, the concept differentiation from the traditionally mixed with it, as well as description of the structure and mechanisms of the image formation based on the theory of social representations. Development of the acmeologic approach to studying the image, according to the author, is a timely response to the social commissioning of the Russian society, which is concerned with the substitution of a deep content of subject’s image by its surface form, the desire of “not to be, but appear as”, the transformation of a policy maker, a leader, a professional into the “goods” on the relevant market. The heuristic value of acmeologic approach to the study of the image consists of including indicators of professionalism and competence, ability to self-knowledge, self-development, self-improvement and self-actualization. Thus, a transition from a manipulative object methodological paradigm to the humanistic and intersubjective one can be considered as significant accomplishment during the past ten years in the study of the image.
Keywords: image, social presentation, self-presentation, social role, image-making.
Column: Social Psychology