COMMUNICATION TECHNOLOGIES IN THE PROCESS OF IMAGE-MAKING AND THE PECULIARITIES OF THEIR APPLICATION IN THE SPHERE OF CORPORATE IMAGE

Abstract

The purpose of the article is to determine the role, place of communicative technologies in the process of image formation, the allocation of relevant communicative technologies and the description of the peculiarities of the use of technologies in the field of image building corporation. The methodology of the study is to apply a systematic approach and system analysis in the research of communication technologies. The scientific novelty of the work consists in the study of the interpretation of the concept of communicative technologies within the framework of the author’s approach, describing the typical and most actual technologies with the study of their role and features in the process of image creation. Conclusions. As a result of this research, fundamental techniques were highlighted, and psychological methods of information transmission were especially relevant in the current conditions. It was observed which technologies are more specific in the field of communication technologies in corporations and how they manifest themselves and influence the image. Remarkable is the technique of mythology, positioning, visualization, verbalization. The last nuance is the multidimensional nature of the corporation’s image. It is expressed in the structural expansion of the image on the image of the director (director) or the board of directors, PR-service and vision created by the interpersonal communication of employees with the “outside world.”