FACTORS OF SUCCESSFUL IMAGE CONSTRUCTION IN THE UKRAINIAN AND POLISH INFORMATION SPACE

Abstract

The image exists in the perception of the surrounding people, and the public person, as a rule, constructs it consciously. When constructing the image, the following spheres should be involved: 1) social indicators (level of education and culture, social and financial status, etc.), 2) com¬pliance with current aesthetic standards (ideas about the right propor¬tions, facial features, gender differences, etc.), 3) the degree of personal charm, charisma. The ideal image lies at the intersection of these three spheres. The third sphere is the most effective for correction. It is the type of personality being demonstrated, which is convenient to analyze by three vectors: dominant (reserved, closed) & submissive (gentle, friendly); „parental" & „childish"; „male" & „female".