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).
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