Social technologies for creating positive image of public security authorities

Abstract

The paper is dedicated to the sociological analysis of social technologies applied for creating a positive image of public security authorities. The authors substantiate the expediency of using a socio-technological approach to the formation of the image of security authorities, ensuring the selection of relevant and adequate content for various target groups and audiences. Besides, the text represents the components of the image creation that allows us to algorithmize this process, that is, to determine its main directions that, taken together, can lead to an improvement in the image of public security authorities: segmentation – identifying target groups of the population differentiated based on their attitude towards internal affairs bodies and having different social attitudes and expectations; positioning – determining attributes that will directly affect the formation of the image of internal affairs bodies in various segmented groups; design – the formation of an integral characteristic, including the mythological, virtual-stereotypical and concrete levels at which the analysis and selection of certain archetypes, symbolic images suitable for the modern situation takes place, the development of desirable social actions of department employees; rooting – the final consolidation and fixation of the image of the department in the minds of the population.