Recommendations for improving the image of a social worker. A study of the qualities that determine the positive image of a specialist from the Ministry of Social Work of the Krasnoyarsk Territory. Federal Agency for Education
Formation of the image of social organizations - section Philosophy, Fundamentals of socio-psychological theory In the Great English-Russian Dictionary (M., 1972) The following Lexical Meanings are given ...
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Chapter 28. SOCIAL AND PSYCHOLOGICAL ASPECTS OF ORGANIZATIONAL DEVELOPMENT
§ 3. Formation of the image of social organizations
The Big English-Russian Dictionary (M., 1972) gives the following lexical meanings of the word "image": 1) image; 2) an idol, an idol; 3) an icon, figure, statue of a saint; 4) similarity, copy; 5) mental image, mental representation; 6) sample, symbol; 7) mirror effect. From the set of lexical meanings of the word "image" we will choose two: image as an image and as a symbol. These two meanings convey the psychological essence of this phenomenon.
The image of a social organization is otherwise called corporate. In this case, it is the image of the organization as a whole, and not of any separate divisions or the results of its work. Here is the reputation of the organization, and its successes, and the degree of stability. This type of image is especially important for financial institutions. For example, airlines that use their own symbols, uniform uniforms, etc., strive for a positive uniform image.
Image: social organization - its image, which has developed in the mass consciousness, in the eyes of partners, competitors, clients, and common people. The idea of a company is formed not only by the advertising of its products, but also by the name, symbols, motto, social values that the company supports, the interior of the office, and impressions of employee relations.
A positive image of a company saves its costs, while a negative image greatly increases it. Leading Western companies often have the cost of advertising a product higher than the cost of its production, while remaining economically justified. One well-found phrase can increase sales several times.
Domestic firms have also come to understand the need for serious investments in their image. However, the quality, targeting and style of Russian developments in most cases remain at a low level.
A simple way of borrowing Western models of image formation cannot lead to success in the Russian market. The cross-cultural differences are too great and the mentality of Russians is too specific. So, it is completely absurd for a Western bank to advertise its decency and honesty, this is entirely included in the concept of "bank". According to one of the studies that studied the attitude of residents of Moscow and the Center of Russia to the activities of banks, 34.5% of the respondents expect assurances of honesty when advertising banks, and 30% - in respect for the client.
Distinguish between both positive and negative image of a social organization. The basis of a positive image is trust in the organization, the corresponding stereotyping of its perception. Having arisen, a positive image lasts for a long time. He is always embodied in any stereotypes, attributes, signs, inscriptions, uniforms, habits, values, quality, fame, prestige, etc.
The preliminary positive experience of a social organization is always transferred to specific services, leading to a stable and trusting attitude towards them. This is necessary not only for financial, trade and intermediary, industrial organizations, but also for power law enforcement agencies.
A negative image of an organization is manifested in a lack of trust in its reputation. Once branded, an organization's name is difficult to transform. Getting rid of the stigma is extremely difficult. An organization once caught in dishonesty, if it becomes known to the audience, risks losing confidence in itself once and for all. The same can be said about parties, authorities, law enforcement agencies, foundations, health care institutions, education, etc.
The question of the image of a social organization is of paramount importance for establishing and maintaining business relationships. Thus, in Japan, during the first business meeting with representatives of firms, “it is customary to exchange written materials about their firms. Such materials should include information on the following issues: the profile of your company, basic data about it (exact name, address, names and positions of the main officials, the range of products, the main types of company development), the biography of the head of your company, text and graphic materials that would give an idea of the products, technologies and services offered by your company to the Japanese market. "
They are no less picky about the definition of the real image of social organizations in other countries. For this, there are powerful information and analytical centers, where there are data banks, including "black lists" of unreliable organizations with which it is risky to deal.
The image of social organizations, expressed in trust in it, fame, social status, attractiveness, depends on a number of factors:
a) quality, financial viability, competitiveness of goods, services offered, including in the field of health care, education, tourism, recreation, etc .;
b) management efficiency ( personnel policy, defining an action strategy, organizing the execution of decisions, etc.);
c) organizational culture and ecology (norms, values, rules, socio-psychological climate among staff, office design, other representative institutions, organizations, symbols);
d) replicating the name of the organization through the media (advertising, etc.), organizing public relations by introducing press services into the staff or empowering any officials with public relations functions.
The relationship between an individual and a social organization is based on deep psychology, the phenomenon of the “collective unconscious”. A person, identifying himself with the organization, becomes an element of the "We-organization" system and distances himself from "They" - others, strangers. This is expressed in symbols, attributes, priorities, etc. He becomes, as it were, a totemic being.
Choice titles, symbol, the motto of social organization should be based not only on a rational approach, traditional logic. Since the formation of an image is, first of all, the creation of an image, this process should be based on a deep, emotional, and in a general sense, an archetypal sphere of the human psyche. As K. Jung noted, "... consciousness is not the whole psyche."
In practice, there are 4 approaches to choosing a company name:
Functional ("Builder", "Dentist");
Figurative ("Alpha", "Pegasus");
By the name of the founders, owners of the business (Lukyanov and Brother, Makarov and Sons);
Abbreviation of the full name of the social organization ("ASKO").
Each approach has its own merits and demerits. For example, functional and figurative names are the most accessible for perception, but it is difficult for them to remain unique. They are likely to be used by new firms, disorienting consumers.
The name of a social organization after its founder has deep traditions in Russia. However, at present, if the names of Eliseev and Smirnov are not forgotten and are uniquely associated with food and vodka, then other names say little about the profile of the activity. This ultimately leads to the fact that the consumer does not associate his needs with these firms. Consequently, such names, except for a reference to the "domesticity" of the company, do not add anything to the image, assuming in advance that its formation will go through other elements and can stretch over several generations.
The name of the company should be sought based primarily on its euphony and connection with positive deep associations. Constructed names should take into account the psycholinguistic features of sound combinations. So, the sound "a" is perceived as something big, and the sound "and" is small. For a harmonious perception, their use should correspond to the scale and specifics of the activities of social organizations. For small social organizations, it is highly desirable to ensure that their profile is clear to the consumer. For large companies, this condition is not necessary - they may well accustom the audience to the most mysterious name through massive advertising.
Along with the name, an equally important role in the mass consciousness is played by symbol. In practice, the use of symbols has various reasons. Symbols can directly reflect the activities of a social organization (a wheel for transport) or have a figurative meaning. The latter case refers to the choice as a symbol of the animal. This is justified by the fact that in the collective unconscious each animal is associated with a specific quality (lion means power, cat means independence, bee means hard work).
Semantic, graphic and color solutions have a great influence on the image. brand (trade) mark, which can sometimes match a character. Here are some guidelines:
The font, if possible, should correspond to the profile of the company (you should not write the name of the cosmetic company in a coarse, heavy font);
Vertical or horizontal straight lines are associated with calmness, solidity, wavy - with originality, ease;
Simple and symmetrical symbols are perceived much faster than complex, sophisticated ones;
The color scheme of the brand name should also be based on the usual associations (for medicine, the traditional combination of white and red, for agriculture - green and yellow).
It should be noted that associations caused by one color or another can differ significantly among different nationalities.
The next element of the image is motto. This is a short figurative statement either about the style of the social organization, or about a unique selling proposition (advertising slogan). The compilation of a motto should also be based on the use of patterns of perception. In this case, the modality that is supposed to be influenced is of fundamental importance. The main thing in a visually perceived motto is brightness and brevity. In "auditory" - euphony, primarily the optimal use of vowels.
When compiling a motto, it is considered effective use keywords: new, improvement, first time, desired, fast, easy etc. This is confirmed by a study that studied the attitude of respondents to the motto of the customer company. 48.4% of those surveyed preferred the motto with a combination of “new word”. It is advisable to avoid the words "dear", "love", "fear", "black", "dirty". When choosing the motto of a social organization, one should use positively colored verbs, avoiding the use of clichés (“Don't miss your chance”). The main principle of composing a motto or advertising slogan is to express friendliness and give the consumer initiative in meeting his needs.
When developing a motto, it makes sense to measure the socio-psychological perception of its adequacy and effectiveness.
The name, motto and symbol form the image indirectly, through products and advertising. With direct contact with consumers, partners, the image begins to be influenced as a priority form style. This concept includes styles of work, relationships, paperwork, office interior and design, traditions of social organization, manner of dress and habits of its employees.
The first people that partners and customers of the organization meet are security personnel. It should be noted that even in reputable firms, an unjustified tradition is developing, when security officers in camouflage for forest or mountainous areas with a baton on their belt stand at the door. It is also necessary to change the stereotype of the secretary's behavior as a watchman. The secretary is the face of a social organization, and the image of a social organization directly depends on whether it is friendly, correct or indifferent, incompetent. The impression of communicating with the secretary is the first impression, which is difficult to change.
The heads of social organizations perform representative functions. Therefore, the image representatives of the organization is no less important than the image of the organization as a whole. One does not exist without the other, although there is no direct connection between these types of images. There is a popular leader of an unpopular party, there is an unpopular leader of a popular party. The ideal case is the coincidence of two types of images.
The personalized image has a specific nature. It is based on trust, as in the case of social organization. A personalized image is expressed in fame, popularity, certain indices. The image is important not only for the leaders of organizations, party leaders, actors, TV presenters, but also for teachers, doctors, police officers, salesmen, utility workers, etc.
It is difficult to overestimate the importance of the personal image of the leader, which, as a rule, personifies the social values supported by the firm as a whole. Often, it is the only positive element of the image of the entire social organization and cannot negate the efforts of the entire team working on its formation. Even a small example of the requirements for the efficiency of the interior of the executive office shows the importance of this problem. It should have three zones: for personal work, for business meetings and for companionship. Each zone has its own function and corresponding design. The manager's office is not only a room for activity, but also an important component of the image.
Inner rod corporate identity is the psychological atmosphere in the team. It is important that employees treat each other correctly and kindly. Competence, accuracy, efficiency, politeness - these are the main principles of the company's internal style of work. The Japanese, for example, do not hesitate to sing the anthem of their company at the beginning and at the end of the working day. The worker, the employee is encouraged to feel like a "player of the same team" together with the leader.
The psychological nature of the personified image is no less profound than the organizational one. Therefore, in order to understand the personified image, it is necessary to turn to the structure of the personality within the framework of the psychoanalytic approach.
One of the archetypes of K. Jung, with which the concept of "image" is directly correlated, is the person. A persona is how we present ourselves to the world. It includes social roles, the clothes we prefer to wear, etc. "Persona" is a Latin word for the mask that the actors put on to represent the role they were playing.
A persona has both positive and negative aspects. The dominant person can suppress, stifle individuality. Those who identify themselves with their person begin to see themselves only from the "facade". Jung also called persona "the archetype of conformity."
But the persona is not only negative. It protects the "I" as a whole from various injuries.
Symbols commonly used for a person include clothing, occupation symbols (briefcase, etc.), status symbols (car, house, diploma).
The image of representatives of social organizations depends both on individual charismatic traits, their socio-psychological competence, as well as on the work of the image-maker associated with the conduct of socio-psychological trainings in group psychotherapy and the use of public relations. The tasks of such work are:
Increasing socio-psychological competence, personal growth through the use of group psychotherapy and socio-psychological trainings;
Thus, the technology of forming a personified image includes socio-psychological technologies and public relations.
Almost in all the literature on imageology, it is about the formation of the socio-psychological competence of a person who turned to an image maker in order to increase his rating.
Increasing socio-psychological competence from the perspective of a humanistic approach is an integral part of working on the image. Personal growth in this case is achieved through training in sensitivity, business communication, group psychotherapy. In this regard, a series of specific tasks for a specialist can be distinguished:
Transfer of the desired personality characteristics through the media through the selection and strengthening of the existing ones;
Enrichment of the personality in the right direction, in some cases, its emancipation;
Personality training in body language, the language of communication with the audience;
Personal training in professional communication.
From a socio-psychological point of view, this means that you need to form:
1) communicative competence, that is, the ability to navigate in any situations; possess verbal and non-verbal means; enter, maintain and leave psychological contact; be able to speak publicly, conduct business correspondence, etc .;
2) perceptual competence, that is, insight - the ability to accurately study people, make psychological portraits;
3) interactive competence, i.e. ability to influence.
Undoubtedly, the increase in the socio-psychological competence of the leaders of social organizations increases their confidence. A wealth of experience has been accumulated in this area in the West. Leaders are taught there both non-verbal behavior and the organization of business communication. A similar experience is gradually accumulating in Russia.
At the same time, such a task is also posed as determining what exactly the public wants from the leader (searching for those common characteristics on which reciprocity should be built).
Here masks are already being selected that correspond to the images formed as a result of social expectations from various social groups, target audiences, and clients. At the same time, a manipulative approach is used in order to make sure that the mask is a true person, that this person is his boyfriend, he knows the problems, he must be believed. This is what explains populism.
The technology of building an image is reduced to the following rules:
1. Moving towards the differences that distinguish this object from others.
2. Emphasizing personal characteristics, which can be semiotically presented as the introduction of a person into the concept of “ours” as opposed to the concept of “alien”.
3. Incorporation of personality into the semiotic (symbolic) representation of the leader, selection of his characteristics corresponding to this idealization.
4. Incorporation of personality into the semiotic model of an already realized leader.
5. Fitting the personality into the actor's model of behavior, that is, into the context of a symbolically saturated subject.
6. Active use of accompanying symbols in terms of creating visual characteristics.
7. Active management of mass media.
8. Fight against autonomous flows of communication such as rumors.
9. Symbolization of autonomous spheres such as clothing, hairstyle, gaze, etc.
The concept of "image" is usually used in relation to the characteristics of a political leader, head of a social organization, but less often - a doctor, teacher. Perhaps it is legitimate to speak only about the authority and professional skill, and not the teacher's image? In fact, there is a connection between these concepts. The image, the image of the teacher is an integral characteristic. It manifests itself in authority, depends on skill and pedagogical technique. Therefore, the formation of the image of a teacher is not a tribute to fashion, but a requirement of the times. This process is composed of many components, including social policy.
Thus, the formation of the image of social organizations and their representatives is something that needs to be worked on.
Advertising and its role in the activities of social organizations
In some cases pursued purely commercial purpose... Consulting firms (research and projection bureaus, in particular), banks, insurance companies, etc. sell their services on demand or offer very similar products. At the same time, in any case, their advertising can only be an advertisement of the company's activities. At the same time, this type of advertising should be extremely active: when buying an organization, they buy its services and goods.
In other cases, on the contrary, the firm turns not to its potential clients, but to the public in general, in order to create a favorable certain image in the eyes of the public and to protect it if necessary.
Advertising of the activities of a social organization is also used in cases where the company needs to raise its prestige in the eyes of partners, the public, and its own personnel. Such advertising is undertaken in order to create in employees a sense of belonging, identification with a social organization. From the point of view of motivation, this circumstance is much more effective than the recognition of oneself as an unknown, salaried employee.
In order to build an advertising policy, to be able to draw up a competent task for groups creating advertising, the leaders of social organizations need to know the general principles and rules for creating advertising. The one who produces and advertises his services is called advertiser. The organization (group) that produces advertisements is called advertising producer. Those who make decisions on the basis of advertising about the use of services or the purchase of products are called consumers.
Indeed, in order to achieve its goal, advertising must first attract attention, then interest, be perceived - to inspire confidence, and then arouse the desire - to use services or purchase a product.
Cognitive;
Informational (sensations, perception, thinking, memory);
Affective (attitudes, deep motives, emotions);
Conative (stimulation and motivation).
Advertising is one of the means at the disposal of a social organization for the implementation of its immediate and long-term tasks. First of all, they determine the goal to be achieved with the help of advertising. For its implementation, a general plan of an advertising campaign is drawn up. It includes the choice of the purpose of the advertising message; the audience for which advertising should be targeted; directions and topics; media and specific advertising media; forms of advertising implementation.
To inform consumers that certain services exist, they can be found in such and such a place, at such and such a price, etc .;
Make people think about these services by arguing in favor of them (rational advertising);
Make you want this product (associative advertising).
Audience is defined among consumers different types... Three approaches are used to identify it.
The first approach is based on the use of socio-demographic and geographical criteria, criteria for equipment and consumption:
Selective, periodically conducted and regular questionnaires, allowing to establish the relationship between socio-professional characteristics, the level of equipment, as well as familiarity with the media and advertising media.
Another approach is based on psychological criteria, such as the motivation to buy, the level of use, the character of the consumer.
From the point of view of the third approach, when determining the target audience, the consumer's lifestyle is at the forefront.
Researchers are making an attempt to "define the consumer in a situation of space-time acculturation" through various lifestyles, manifested in the form of all kinds of symbols, deprivations and attitudes. For example, in France, 13 main trends in socio-cultural development have been identified. These trends were combined into 4 types of "mentality":
Antimentarian is characterized by standard consumption, a desire for economy;
The mentality, inclined to passive safety, is characterized by stability of behavior, striving for order, closeness to innovations, novelty;
A mentality open to progress and novelty;
A mentality open to change, characterized by the desire to enjoy life.
The mechanism of influence of advertising can be considered on the example of advertising appeal. As a rule, an advertising message, on the one hand, presents information, on the other, images and hidden symbols. Advertising is based on two levels: the obvious and the subconscious. The symbolic significance of a set of certain values, combined in a holistic manner, is of particular importance for both advertising and the client.
A promise or offer;
Proof or support of a promise (demonstration of advertised qualities, comparison, testimony, description of a trademark or the product itself);
An accurate description of the target audience;
Express thoughts clearly;
Be available to the audience, do not disagree with their opinion;
Be truthful;
Be original;
Personally converted;
Be recognizable;
Be connected;
Being rejected in time when the audience gets bored.
Advertising carriers are the conductors of advertising messages. An advertising medium is understood as an aggregate of advertising carriers of the same type. Usually 5 media are distinguished: press, television, posters, radio and cinema; other media (salons and exhibitions, postal advertising, etc.) are called external media.
The media are the press (national, daily regional newspapers; magazine press; technical and professional publications; free advertising publications); TV; outdoor advertising: wall posters; road shields; advertising posters in transport (metro, buses, trolleybuses); advertising posters at public transport stops; radio; cinema.
New media: TV programs via satellite and cable networks; video text (telematics); videotapes.
The main characteristics of advertising media: sales volume; circulation ratio (determined by dividing the total audience by the volume of sales); audience (a set of people who read or view any publication, advertising frames, linger in front of advertising posters); type of accumulation (increase in the audience of the same advertising medium, published several times).
Today, several thousand foreign firms and companies operate on the Russian market, which, competing with domestic producers, use advertising focused primarily on the psychological characteristics of foreign consumers.
Russian advertisers adopting Foreign experience often unreasonably imitate Western advertisements. More than 60% of Russian advertising agencies have chosen their name in English. At the same time, the Russian consumer finds it much easier to navigate what he is already familiar with. Clear names are more trusted, more often remembered. Therefore, one of the main problems of advertising psychology is the adaptation of Western (or made "for the West") advertising products to the mentality of the Russian consumer.
Advertising activity cannot be imagined without monitoring the effectiveness of advertising. In this case, control becomes important during preliminary testing, that is, before the product is released to the market and the final formation of the advertising appeal, as well as during the subsequent analysis, in other words, after the product is released to the market and the audience receives the advertising appeal.
The effectiveness of advertising essentially depends on the sense of proportion of its authors. Moreover, zero efficiency, that is, complete indifference of the audience, is not the worst. Often, advertising of a social organization turns into its anti-advertising.
To a large extent, the effectiveness of advertising depends on who is delivering the message, at what time, in what programs. For example, on television, advertisements that include beautiful women, children or pets.
The effect of inspiring influence is determined primarily not by the content of information, but by its external form, expressiveness, emotional coloring of the message, authority and trust in the source. Suggestion is based on a weakening of awareness and a decrease in the criticality of perception of the reported information. Among the methods of suggestion, there is, for example, the following: phrases are selected that require uniformity in behavior, giving the impression that everyone is doing this (“All normal people understand that ...”, “No sane person would object that ... ").
When preparing an advertising message, it is necessary to take into account the effect of perception. For example, the "edge effect", which is that the most powerful arguments, information intended for long-term memorization, are placed at the beginning and end of the message, in press advertising - in the upper right corner. In a radio message, for effective memorization, the name of a product or social organization must be placed in every 10-15-second interval, and the maximum speech rate should not exceed 2.5 words per second.
The effectiveness of advertising does not directly depend on its intensity. The mistake of advertisers is that in our country the advertising of a social organization is often repeated for several months. It is known that the audience of a printed publication grows from the first issue to the twelfth only 2.7 times, and then practically does not grow.
In addition to the reserves of forming and improving the image through traditional channels, it is possible to use other means of advertising. Outdoor advertising is widely introduced: signs, posters, billboards, light installations. However, quite often, instead of a catchy, laconic message, lengthy information is given in small print. Advertising appears on transport. But here, too, in order to achieve high efficiency, it is necessary to take into account the routes of movement of social and professional groups that were planned to be influenced.
Despite the high cost, direct mail advertising in the form of letters, brochures, booklets is actively used abroad. In Germany alone, 12 million marks are spent daily on postal advertising. In this type of advertising, the effect of personal appeal is triggered. This advertisement, as a rule, is of typographic production, but has a particularly confidential character of addressing the consumer and the signature of the head of the company. Advertising souvenirs and gifts are specially made. Thus, Ford Motor Company distributed 3 million calendars during the celebration of its 50th anniversary. Research has shown that 75% of these are saved by recipients.
Preliminary tests are carried out on a sample of the target audience with the involvement of advertising material, which is supposed to be used in the subsequent advertising campaign (press announcements, advertising posters, films and television films, short advertising messages on the radio);
2) testing before the release of the product on the market: trial release of magazines, the method of family conversations; laboratory tests; gaze observation test; test with an observation measuring apparatus; linguistic and sematic tests; complex imitations.
Audience measurement techniques (press readers);
Audimeters - automatic devices connected to radio and television receivers to determine the audience watching commercials;
Assessment of recognition using various methods.
Thus, advertising plays an important role in the activities of social organizations: companies, firms, institutions. The trademark of a company, the image of a social organization formed with the help of advertising, are more expensive than specific services and products.
At the same time, it should be emphasized that currently there is a boom in Russia associated with the use of advertising. There is a clear trend that indicates violations of ethics and law in the field of advertising. This became possible due to the lack of legal regulation of relations arising in the field of advertising. In this area, in fact, only the Decree of the President of the Russian Federation is in force.
But it's not just the lack of rules that criminalize knowingly false advertising messages. The ethical code of advertising workers has not been adopted either. This circumstance allows the use of advertising in the interests of illegal business.
There are numerous cases of hidden advertising through the media, when "promotion" occurs under the guise of a scandal.
From the point of view of social psychology, it is of interest to analyze the causes of violations of ethics and law in the field of advertising, associated not only with personal characteristics, but also with the deformation of social institutions and relations.
So, the image is a holistic image of a social worker in the minds of others, corresponding to the goals, norms, values adopted in the target group, and the expectations of the group members for this employee. The integrity and consistency of the image should be ensured by the fact that all its components are interconnected and dependent, the external state should correspond to the internal one, professional competence, communication skills and appearance should make a holistic impression.
The formation of the image depends on how all the details of the image of the object are coordinated. In the image of a social worker, the following components can be distinguished that significantly affect professional success: mental, habitual (visual), communicative, kinetic and environmental image.
Mental image - it is the inner world of a person, which manifests itself when interacting with other people. It is determined by a person's moral and ethical attitudes, his worldview, breadth of interests, attitude to business, etc. The value attitudes of social work in all its varieties are reduced to universal human values, respect for the honor and dignity of a person.
The image of a social worker includes not only natural personal qualities, but also acquired ones, associated with both his external and internal appearance. The natural qualities, which in general can be defined as "the ability to please people", include: charm, sociability, empathy (the ability to empathize), reflection (the ability to understand others). The characteristics acquired in the process of upbringing and education of a personality and necessary for a social worker to successfully fulfill their duties include: moral values, psychological health, mastery of interpersonal communication technologies, as well as good breeding, erudition, and professionalism. This also includes responsibility, diligence, punctuality, the desire for self-affirmation, the desire to learn. It is also important for a social worker to be stress-resistant, have the skills of self-control, self-assessment of their actions.
It has already been noted more than once that a social worker should be characterized by such character traits as mercy, moral reliability, humanity, responsiveness, cordiality, benevolence, disinterestedness, poise, calmness, self-exactingness, restraint, perseverance, altruism, compassion. Some of them are basic, others are secondary. An employee's lack of certain qualities does not always quickly give rise to negative consequences in work, however, under unfavorable conditions, they are inevitable, this is especially pronounced in difficult situations, when it is necessary to mobilize all personal resources to solve complex problems.
It is important for social service clients that the social worker is tactful, listenable, and confidential. Indifference, disrespect for people, nervousness, disgust, haste, negligence, unwillingness to help are not allowed. The position of a social worker must be convincing and well-reasoned. Noticing that the interlocutor has become overly worried, it is necessary to propose to postpone the resolution of the conflict situation for a while. The belief in the absolute value of each person should be a determining factor in the professional suitability of a social worker.
Gabitarny (visual) image - it is an image formed on the basis of the perception of information about a person's appearance. Its components are appearance and physical constitution. Usually, at first, a person is perceived by his appearance, and, as a rule, this leaves an imprint on further relationships.
A social worker with his well-groomed appearance should make a pleasant impression and inspire confidence in his professionalism. Grooming requires little effort and at the same time shows that a person respects himself, and those with whom he works, and those who are called to help. Social workers do not have uniforms. The clothes that the specialist chooses should be neat, comfortable for the provision of professional services. Hairstyle should be neat, makeup not too bright.
Communicative image. As part of his professional activity, a social worker must possess communicative competence, the components of which are the ability to communicate, achieve success in the communication process, and successfully interact with others. Communicative competence allows us to talk about the communicative image of a specialist, formed on the basis of verbal and non-verbal (facial expressions, gestures, intonation) communication.
Formation of a positive communicative image of a specialist in social work presupposes: the ability to express understanding, sympathy, empathy in the course of communication; confidence in your words, etc. First of all, it is necessary to harmonize the interests of the client, his relatives, social organization and the social worker himself. A specialist who is called upon to help other people in the framework of his professional activity must be able to adapt his behavior in order to establish the most optimal relationship with the participants in communication. To demonstrate respect, it is necessary to communicate with the client as a person, not just as a "difficult person."
In dealing with a client, ethical standards should be observed. The effectiveness of communication largely depends on what signs of attention are shown to a person. To designate any signs of attention that people exchange, the so-called strokes are used, i.e. approving, encouraging words.
The technique of verbal impact ("communicative mechanics") as on an individual, and for a group of people consists of the fulfillment of the following rules:
- - underline the most important words;
- - a change in the type and rate of speech (a sudden decrease / increase in the tone or timbre of the voice highlights a word or phrase, the rate of speech should be consistent with the situation and age of the listeners);
- - observance of the relevant information and pauses;
- - visual contact with listeners.
It is necessary to remember about the communication effects (the effect of the first phrases, the dosage of information, relaxation), about the correctness, consistency, expressiveness of speech, as well as the principles of repetition (information that is repeated well is remembered), "double call" (appeal not only to consciousness, but and to the subconscious of a person), a continuous increase in impact (building up arguments or emotional appeal).
One of the main indicators of a business person's culture of communication is the ability to listen and the ability to create a favorable psychological climate. Effective techniques include:
- - greeting the interlocutor with a smile, a benevolent look;
- - taking into account the emotional state of the interlocutor;
- - confident behavior;
- - interest in the development of relationships;
- - respect;
responding to the client's problem in such a way as to instill in him confidence in the ability to overcome difficulties;
- - observance of the rule "here and now", which obliges to urgently solve the problem;
- - customer satisfaction.
Kinetic image determined by the quality of non-verbal communication: position in space, facial expressions, gestures. The non-verbal component of communication carries over 90 % information. The totality of external signs - from facial expression and direction of gaze to the adopted posture - is perceived at a subconscious level and helps to guess about the feelings and intentions of the interlocutor. A social worker should be discreet, open, benevolent in everything, inspire confidence and win over himself.
Environmental image is formed on the basis of the idea of the environment surrounding the specialist: office, desktop, surrounding objects, etc. All professional and personal attributes must carry a semantic load, meet sanitary and hygienic and aesthetic requirements. The comfortable organization of the business space of the communicative process is especially important when communicating with children, the elderly, and the disabled.
Thus, the image of a social worker is one of the main attributes of his professional activity. It is very important that the created image has a favorable effect on the quality of the provided social services.
GRADUATE WORK
TECHNOLOGY FOR FORMING THE IMAGE OF A SOCIAL ORGANIZATION
INTRODUCTION
CHAPTER 1. THEORY OF IMAGE FORMATION
1.1 Concept of image
CHAPTER 2. FORMATION OF THE IMAGE OF THE MINISTRY OF SOCIAL POLICY OF THE RASNOYARSK REGION
2 Study of the qualities that determine the positive image of a specialist from the Ministry of Social Policy
3 Strategy for shaping the image of the Ministry of Social Policy for 2011-2012
CONCLUSION 0
BIBLIOGRAPHIC LIST
ANNEX 1
APPENDIX 2
APPENDIX 3
APPENDIX 4
APPENDIX 5
APPENDIX 6
Introduction
In the process of social transformation of Russian society at the turn of the XX-XXI centuries. its social structure also changed qualitatively. One of the most important changes is the emergence of "professions from the category of helping or caring, since their purpose is practical help, caring for a person." "Among such innovations is social work, approved in Russia in 1991, simultaneously as a university specialty and professional activity." However, the professionalization of social work in modern Russia is seriously hampered by the limited material and financial resources, differences in the quality of services provided by social services and institutions, the preservation of a "residual approach" to socio-cultural problems, lack of knowledge and necessary skills among practitioners. All this negatively affects the prestige of the social work profession. And the low level of prestige of socially significant professions, accordingly, is reflected in the effectiveness of the implementation of national projects of the Russian Federation, and, as a consequence, in improving the quality of social services.
If today on federal level activities in the social sphere, the achieved positive results are relayed thanks to the central media, at the level of legislative and executive authorities, image technologies are professionally used to maintain the status characteristics of social institutions, then at the regional level it is not always possible to talk about effective work in this direction. There is a situation of autonomy of the existence and functioning of social institutions on the ground, helping to solve certain problems for people in difficult life situations.
In the XXI century, the concept of "image" has firmly entered our life. Image refers to the idea of others about the personality and activities of a person or organization.
Image is of particular importance for social organization. Citizens' perceptions of the image of social welfare institutions affect the effectiveness of solving existing problems in our society. In order to qualitatively solve the problems of providing social services to the population, it is necessary to have a positively formed image of institutions for social protection of the population.
The image of an institution for social protection of the population includes the image of social services, and the image of clients, and the image of managers, as well as the image of employees.
The personality of a social worker plays a very important role in society. As an intermediary between the state and the person receiving social services, the social worker must have a trusting, understanding image. Often it is by personality that the organization as a whole is judged. Therefore, the problem of image formation is becoming more and more urgent for both the social worker and the social organization.
At the same time in the mind modern man the idea of the image as a certain value, the presence and quality of which depends on the success of life, as well as the success of any activity, individual or collective, is becoming more and more consolidated. This gives rise to a corresponding need for professional consulting in the field of image, the provision of various services for the formation of the image (image-making). Work on creating an image has a positive effect on the personal and professional characteristics of a social worker, there is a desire to cooperate with him and with the organization he represents. Consequently, an attractive image is one of the factors that determine the success of an institution and its employees.
To date, there is a large list of literature dedicated to various subjects of the image. In turn, the literature that studies the image of a social institution, the image of a specialist in social work is practically absent.
Theoretical prerequisites for the development of scientific and theoretical foundations of the psychological theory of the image are widely represented in domestic and world psychology. The works of E.B. Perelygina "Psychology of Image", L.K. Averchenko allowed in the theoretical part of the work to formulate and show the development of the concept of "image". The authors A.Ya. Kibanov, D.K. Zakharov and V.G. Konovalov, studied and presented information about the image, highlighted the main components and disclosed their essence.
In the work of G.V. Borozdina analyzed one of the important components of a business person's image - communication tactics.
In work edited by Professor V.N. Lavrinenko discloses the issues of business ethics, presents the tests used in the preparation of the practical part of the work.
In the books of L. Brown, the Sorin sisters, V.M. Shepel contains practical recommendations for building an external image.
The object of the research is the image of a social organization.
The subject of the research is the technology of forming the image of a social organization.
The aim of the work is to study the theoretical and practical aspects of the formation of the image of a social organization.
Based on the set goal, the following tasks were identified:
1)Explore theoretical aspects the phenomenon of the image, concept, characteristics and approaches;
2)Consider the technologies of forming the image of the organization and the image of the employee as part of the image of the social organization;
)Describe the Ministry of Social Policy of the Krasnoyarsk Territory;
)To identify and research the qualities that determine the positive image of a specialist of the Ministry of Social Policy.
In the course of the thesis, such research methods were used as a survey, questioning, testing.
The case study was based on the following main approaches to image:
) functional, in which its types are distinguished, based on different functioning;
) contextual, in which these types of functioning are in different implementation contexts;
) comparative, in which images that are close in value are compared.
CHAPTER 1 THEORY OF IMAGE FORMATION
1.1 Concept of image
With high competition in the labor market, it is not enough to be a qualified specialist - it is necessary to create your own positive image. The word "image" that has recently become so popular has come to us from the English language and in translation means "image", "halo".
In the explanatory dictionaries of the Russian language, the word "image" is defined as an appearance, appearance, similarity, "a living, visual representation of someone or something", "a generalized artistic reflection of reality, clothed in the form of a concrete, individual phenomenon", type, character, embodied in a work of art.
Summarizing these characteristics, we can say that the image is understood in the ordinary sense as the result of a mental reflection of one or another objective phenomenon; in the process of this reflection, transformations of the original information are possible, and accordingly the image does not necessarily represent an exact copy of the displayed one; the process of creating an image can be active and purposeful (for example, in art); this process can include procedures of analysis (which allows you to display the typical in the object) and synthesis (due to which the image has the characteristics of an individual phenomenon).
All these characteristics are applicable in relation to the image. However, the word "image" is not an exact synonym for the word "image". It is more correct to define an image as a kind of image, namely, such an image, the prototype of which is not any phenomenon, but the subject. Such a subject can be, first of all, a person, then an organization, a collective, a group and, finally, any object, if personal, human qualities are attributed to it in the process of creating and perceiving its image.
An image is understood as “an emotionally colored image of someone or something that has developed in the mass consciousness and has the character of a stereotype; the formation of the image occurs spontaneously, but more often it is the result of the work of specialists; the image reflects the social expectations of a certain group. "
Often, an image is defined as a purposefully created or spontaneously arisen form of reflection of an object in the minds of people. An object or carrier of an image can be a person, a group of people, an organization, and the like.
The image is informative, it informs about a certain set of features that are inherent in the object itself. Moreover, these signs can exist objectively or arbitrarily ascribed to the object by the creators of the image.
Many authors admit that the image, since it depends on many factors that can change their values, is not something once given and unchanged. It is dynamic, its attributes are transformed, modified in accordance with changes in the carrier itself or in the group consciousness.
An important feature of the image is its activity. He “is able to influence the consciousness, emotions, activities and actions of both individuals and entire groups of the population. As a result, people give preference to certain goods, firms, banks or political parties. "
Concepts related to the concept"Image" are "opinion", "reputation", "authority". In the literature, one can even find the identification of the image with these phenomena. So, for example, A. Yu. Panasyuk believes that the image is essentially the same as the opinion, and sees the difference between the corresponding terms only in the grammatical rules for the use of the corresponding words in the Russian language: “Image” is more correct to use in phrases such as “image person (politician, lawyer) ”,“ opinion ”- in phrases like“ opinion about a person (politician, lawyer) ”.
Often, the image is considered in a general context with reputation, in particular, in the development of the so-called reputation management, but this does not provide grounds for identifying image and reputation. In particular, A. Yu. Koshmarov characterizes the image as an expressive, expressive side of the image, while reputation (from the Latin reputatio - counting, reckoning) in Russian means "the prevailing general opinion about the merits or demerits of someone or something." ; "A public assessment acquired by someone or something, a general opinion about the qualities, merits and demerits of someone or something." In other words, reputation and opinion includes an essential and inalienable characteristic, like the assessment of the object, and, in addition, this characteristic is included in the reputation itself, in contrast to the image, which can also be evaluated, but does not necessarily include the assessment as a mandatory element.
Another important characteristic of the image, which is often emphasized by the authors of the manuals, is its functionality. In other words, the image is not an end in itself. When we are engaged in creating or improving our image, it does not matter if we do it ourselves or resort to the help of specialists, we assume that we need a good image for something, that with its help we can achieve certain goals, more effectively solve some tasks, to make more successful this or that activity in which we are engaged.
Most of us have met the concept of "image" more than once. Most often, it means appearance, appearance. This term can be applied to a large number of objects and phenomena that are somehow perceived by people and leave their mark on their minds. These can be individuals, some social groups, organizations, consumer goods, trade marks, etc. With regard to the personality of a social worker, this concept can be defined as follows: an image is a holistic, consistent image of a social worker in the minds of others, corresponding to the goals, norms, values adopted in the target group, and the expectations of the group members to the social worker.
There are several key words in this definition that allow us to separate this concept from what is usually understood as image in everyday consciousness, in which the concept of style is often synonymous with image. The first of these words is “holistic”. It means that the structure of a social worker's image includes not only his appearance (hairstyle, clothes, accessories, etc.), but also everything on the basis of which others form their opinion about a person. This may include professional competence, the general orientation of the social worker's personality, his communication and interactive skills, manner of speech, and so on.
The second key word is “consistent”. It should be understood that the visibility, or the external manifestation of the image, must correspond to the internal state of a person. Most of all, the concept of congruence is suitable for describing this side of the image, that is, the correspondence of some elements of the image to others.
The image can also serve as a basis for trust and a factor facilitating influence, but this is, firstly, not the only function of the image, and secondly, the use of the image as a means of social influence is not always possible, but under certain conditions, which the image must correspond to.
Many authors do not give definitions of the image in their works, stopping only at a descriptive interpretation of this phenomenon. Thus, in the writings of P. Byrd, the emphasis is placed on the fact that "the image is a reflection of the inner attitude, which is expressed through the way you look, speak, and act." Polly Bird speaks of image as the perception of a person by others: “It is a complete picture of you that you present to others. It includes how you look, talk, dress, act; your skills, your posture, posture and body language; your accessories, your environment and the company you support. "
Image is often viewed as "a set of properties attributed by advertising, propaganda, fashion, prejudice, tradition, and so on to an object in order to evoke certain reactions towards it." The image as a social phenomenon arises or is purposefully formed in the social environment as norms (institutions) and functions as a regulator of social relations, including the mechanisms of inducing and restraining various types of behavior. From this point of view, the category of image is studied as a social fact. The image is based on the idea of a subject acting in a particular social role as a carrier of qualities desirable for society or corresponding social groups. This understanding provides a rationale for the possibilities of forming an image in accordance with the social order. Therefore, we can say that the social role and status of a person in the modern socio-economic environment are important elements of the image. An approach that considers the image from this point of view can be called sociologizing.
From another point of view, the image is understood as a method and result of the self-activity of the subject, the achievement by the subject of "attractiveness" for people. According to the definition given in the psychological dictionary, the image is "an emotionally colored image of someone or something that has developed in the mass consciousness and has the character of a stereotype." The authors, working within the psychological approach, see the formation of qualities that would make it possible to achieve attractiveness for other people, and the use of the achieved attractiveness in the communication sphere as the main goal in creating an image.
From the standpoint of Public Relations, the image is considered as "a representation of things and people, formed (as a rule, purposefully) by the media, including advertising, this is a brand name, an external sign." The development of mass production and mass media prompted researchers to study the image to develop a set of tools, methods, methods for its construction. The image in advertising - both verbal and pictorial - must be vivid and specific in order to appeal to feelings. On the other hand, it is characterized by ambiguity and incompleteness, since it sits between imagination and feelings, expectation and reality. In order not to deceive the expectations of consumers, they themselves must concretize the fuzzy image for themselves, supplementing it with their imagination.
Theorists and practitioners of public relations consider the image of a politician as a separate category of image. The image of a politician is a purposefully created image with the help of the media that exists in the minds of large groups of people, which has the character of representations and attitudes of these groups towards a politician. The study of the political image is of the greatest interest for researchers operating within the framework of this approach.
The approach of G.G. Pocheptsov, presented in the work "Imageology". He considers the image from the point of view of the process, defining it as a kind of message or a set of messages regularly broadcast to the audience. Image management is presented as "intensive introduction of information with a predictable reaction to it." Creating an image is a process of transferring from specific purpose collections of messages that can be viewed as "collapsed text". To simplify the processing of large volumes of texts, people begin to use abbreviated versions and designations, such as, for example, "oligarch" or "new Russian" - behind these capacious characteristics lies a set of various qualities. Within the framework of this approach, which can be conditionally called communicative, the image is considered as the transmission of a message in the communicative process, including the source, message and recipient.
Imageology is a complex practical discipline that uses individual results of a number of sciences, including social psychology, cultural studies and others, the purpose of which is to create methodological and methodological equipment for professional activities to create and transform an image.
The main function of the image is to bring a person's actions in line with the expectations of the audience. This function follows from the simplest requirement that a person's actions be explained to others. That is, the more unambiguously a person's actions are interpreted, the easier it is to explain them, the greater the degree of understanding and, therefore, a positive assessment of these actions.
The image in most cases also has a motivating function. Most often, this function is implemented in entrepreneurial and participatory types of corporate culture, where the desire to be like a leader can be a good incentive for the development of subordinates.
The normative function follows from the two previous ones, and it consists in the fact that the leader sets the norms for interaction in the group (organization). If the norms are accepted by the majority of members of the organization, then this becomes a prerequisite for team building, reducing the number of conflict situations and, as a result, creating a favorable organizational climate.
The image also has functions external to the organization, such as the functions of representing and positioning the organization in the external environment.
Thus, image is a universal concept. It has certain characteristics, such as activity, functionality, integrity and consistency, which distinguishes it from similar synonyms.
1.2 Ways to form the image of a social organization
In modern conditions, any representative and public activity deserves close attention, therefore, work on the impeccability of the image is a factor providing intensive prosperity.
Image is a combination of a number of variables, with a form prevailing over content, a self-presentation option that focuses on best qualities and, also, the key to success is in the correctness of the concept of the development of public relations. No matter how unpredictable the reaction of the public may be during the formation of the appearance of the structure, the entire system must necessarily obey a harmonious logical concept. The image exists in the minds of the average person as an interconnected sequential flow of information that programs a figurative and emotional response. The work on creating the image is carried out purposefully and by various means for each of the channels of perception: visual, verbal, event and context:
The visual dimension forms the external image: compliance with the norms of business and formal wear, accessories, hairstyle, demeanor, facial expressions, gestures.
In the verbal dimension - the culture of communication: speech, public speaking, reports, interviews, articles, business correspondence, the ability to conduct a conversation on the phone.
The eventual dimension is the normative and ethical side of an act, behavior, activity in general, i.e. we are talking about the reputation of a person: the dynamics of the formation of the image is determined by the reputation of the subject.
The contextual dimension is considered as the addition of the images of other people (relatives, friends, environment), which also affects the person's reputation and image in general. Therefore, in the work on the formation of a personal image, the issue of reputation requires special attention.
The technology of creating an image involves the active use of two directions:
Descriptive (or informational), representing the image of the institution;
Evaluative, which exists as a stimulus for assessments and emotions caused by information of varying intensity, carrying a certain emotional and psychological reaction.
Image assessment takes place using experience, value orientations, generally accepted norms, principles. Evaluation and image have conditional conceptual differences and an inextricable link.
Due to objective conditions, the image can be positive, negative and indistinct. The purpose of the structure is to create a positive image that attracts the attention of society, accelerates the process of acceptance and increases the number of supporters, which makes it possible to activate financial, informational, human and material resources. The concept of image formation assumes the following stages of development for a successful movement:
a) planning;
b) organization;
c) control.
The image structure includes the following components:
Image of the subject: perceptions of society regarding unique characteristics:
a) main benefits (benefits provided by the successful completion of this program);
b) additional benefits providing distinctive properties (slogan, design, advertising, quality, etc.).
The image of consumers (that is, customers who are provided with a social service): ideas about the lifestyle, social status, personal (psychological) characteristics of the population.
Internal image of the structure: employees' perception of their organization, leader. Determination of the internal image in the culture and socio-psychological climate of the organization requires a special attitude to these aspects.
The image of the leader and the immediate environment: includes ideas about abilities, attitudes, value orientations, psychological characteristics, appearance.
The image of the structure that represents it: a collective, generalized image of the organization, revealing the most specific traits leader:
a) professional competence:
mobility (speed and quality);
accuracy in fulfilling official duties;
accuracy of fulfillment of obligations, promises;
awareness (willingness to give an answer to a question that has arisen);
highly qualified level of professional training;
b) culture:
sociability (friendliness, openness, availability in communication, smiling);
correctness of speech;
socio-psychological characteristics of partners;
c) socio-demographic and physical data:
the level of education;
presence-absence of physical defects;
d) visual image;
business style in clothes;
neat hairstyle;
restrictions on the use of accessories, jewelry, decorative cosmetics; The image of the basic structure is formed on the basis of direct contact, in which each employee is viewed as a person of the organization, by which the state of the entire structure is judged. The role of the representatives and proxies of the organization has a direct impact on the creation of a positive, holistic image of the leader, and therefore the entire institution.
Components of the image
Visual image: purposeful impact on visual sensations, fixing information about design, branding and other carriers of graphic information (advertising).
Social image: imposing ideas on the general public about social purposes and the role of the organization in the economic, social and cultural life of the community.
In the theory of Public Relations, the image is considered as the image of a subject or object in the representation of various social groups. In modern conditions, the emphasis is increasingly shifted from the image itself to its creation or "imaging". The structure of the image includes such components as a real, ideal, "mirror" image. If a real image is an image of an object that was formed among members of public groups under the influence of objective and subjective factors, spontaneously or was formed purposefully, then a positive image, as a rule, is achieved by systematic work on the formation of the desired and correction of the actually existing image.
Today it can be argued that a professional image includes next measurements: attitudes and representations of members of the professional community; ideas in the mass consciousness about social significance professional look activities, about the characteristics of the members professional group, about specific knowledge, skills and abilities that are required for the implementation of this type of activity, the level of professional competence, about the professional system of values and norms of behavior, i.e. professional culture.
In the minds of the population today, there is a contradiction between the ideal and real image of a social work specialist, which has a negative impact on real and potential clients of social work, preventing them from seeking help from professionals in institutions of the social protection system.
The level of assessments of various indicators characterizing these types of image is not the same: the population estimates higher those components that are associated with the personal qualities of specialists and show a clear lack of awareness in assessing the powers and competencies of specialists.
Representatives of the mass media that relay the image characteristics of the profession as a whole, as well as those who "build" the image of the social protection system, are poorly aware of the content of the activities of specialists of institutions, their level of competence, capabilities and powers.
The real image of the profession of social work and the system of social protection of the population is formed under the conditions of the active influence in the mass consciousness of the stereotypical ideas about social security, formed during the Soviet era.
In the minds of the population today, there is a contradiction between these types of image, which has a negative impact on real and potential clients of social work, preventing them from turning to professionals for help.
Both the ideal and the real image have a positive direction. However, the level of assessments of various indicators characterizing these types of image is not the same: the population estimates higher those components that are associated with the personal qualities of specialists and show a clear lack of awareness in assessing the powers and competencies of specialists.
Uncertainty and weakness are inherent in the real image of social work. These manifestations of it have both objective and subjective reasons and sources (including attitudes and stereotypes of behavior of various categories of the population in difficult life circumstances). The degree of certainty of the real professional image is higher among respondents who turned to social services for help. Their assessments are both positive and negative. Two consequences follow from this fact. The first is connected with the understanding that as professional social work develops, the scope of its activities in our country expands, one can expect a change in the prestige of the profession towards its decline due to the likely increase in the number of negative events: clashes of clients with manifestations of unprofessionalism, bureaucracy, etc. Thus, the second consequence, arising from the fact that there is a tendency to increase the certainty of the professional image of social work, is associated with the understanding of the need for its conscious formation. This is a process in which many actors participate, which make up not only the internal, but also the external environment of the institution of social work (including the media, as one of the most important tools for influencing public opinion). The content of the professional real image of social work contains an element of distrust of the population towards this social institution. Today he is not considered by the majority as a real subject of assistance. And although in public opinion there is no element of disrespect for this profession, tribute is paid to the diligence and efficiency of its representatives, the effectiveness of social work is not highly evaluated. There is a need for the implementation of social work managers, the introduction of effective technologies in which the internal potential and resources of the system are realized.
The advantages of a positive image are obvious: it is achieved by systematic work on the formation of the desired image and the correction of a real image.
Each element of the image structure that affects people's perceptions over a long time period must be filled by the organization itself: the missing element, due to certain stereotypes, the mass consciousness fills on its own, thereby creating a barrier that is difficult to overcome the existing attitude during the subsequent introduction of information.
The image is of particular importance for large and well-known structures that exist in the center of media attention, in full view of the public. Such structures are social organizations, namely institutions of social protection of the population, the image of which directly determines the degree of public confidence not only in the organization, but also in the state.
Correction of the image of such structures is carried out constantly, by means of influencing public opinion to ensure favorable public behavior in relation to the social organizations of the organization.
Directions of research of the image of the organization
Formation of the image (image) - (corporate culture).
Assessment of individual components of the image (micro- and macro-environment), i.e. research of the image of the electorate, internal image, social image, the image of the head, the image of the staff (corporate image), etc .;
Organization identification (corporate identity, corporate culture, corporate design);
Creation of means of communication of the organization (corporate style, corporate design).
The primary task on the way of creating an image is the need for a clear and precise prioritization of the organization's image (friendliness, strictness, conservatism, etc.). The concept of image requires strict differentiation depending on the population groups.
At the next stage, the organization is identified, a system of communication means is developed: names, slogans, symbols, logos, signs, colors. Company identification reflects mission, structure, goals and objectives.
Organization culture (corporate culture)
A specific system of connections, interactions and relations, which are carried out within the framework of a specific activity, characteristic of a given region, ways of setting up and conducting business, a powerful strategic tool that allows you to orient divisions and individuals on common goals, mobilize employee initiative, ensure loyalty and facilitate communication.
Based on the results of socio-psychological research conducted in this area, specific cultural values of the organization were identified, concerning the following issues:
The purpose of the organization, its face (top quality, industry leadership, technology innovation);
Seniority and authority (authority inherent in a position or person, respect for seniority and authority);
The importance of various leadership positions and functions;
Treatment of people (caring for people and their needs, respect for individual rights, training and professional development opportunities, fair pay, employee motivation);
Selection criteria for managerial and supervisory positions;
Organization of work and discipline;
Decision-making processes (who makes decisions, who is consulted);
Dissemination and exchange of information (awareness of employees about the state of affairs in the company);
The nature of the contacts (preference for personal or written contacts, the possibility of contacts with the management);
The nature of socialization (communication of employees during work and non-working hours, special conditions: for example, a separate dining room, etc.);
Ways to resolve conflicts (desire to avoid conflict or compromise, leadership involvement);
Evaluation of the effectiveness of work (secret or open, by whom it is carried out, the use of the results);
Identification with the organization (loyalty and integrity, the spirit of unity, the emotional coloring of cooperation - the pleasure of working in the organization).
Purposeful change of the image reflected in the external environment to influence the environment, providing conditions for the effective implementation of strategic planning and management of the organization.
In the sociological aspect, the corporate image implements theoretical-cognitive, descriptive and predictive, practical-transformative, ideological and educational functions, and its applied functions are built on the basis of an objective analysis of social reality.
The most important factors in the formation of the concept of a corporate image, subject to priority development, should be considered the strategies of the organization, which determine not only the structure, but, in fact, the role and place of the organization in the social continuum. Mechanism management should be considered from the point of view of a situational approach to image making.
Having studied the nature of the image, its principles, laws, perception processes, it is necessary to determine how all this manifests itself in real life and what kind of mini-technologies a social worker should master in order to create his own effective and worthy image of the institution.
There are several technologies for creating an image. At the heart of their divisions are specific tasks that need to be solved; there are technologies for creating an image for beginners who do not have serious knowledge in this area; and those who have accumulated their own experience in imaging.
Social work as a profession requires thorough training and constant improvement of specialists in this field, the formation of their image. The concept of "image" includes not only natural personality traits, but also specially developed, created, it is associated with both the external appearance and the internal content of a person, his psychological type.
Various authors, studying the problem of image, offer their own technologies for its creation. For example, Shepel V.M. sees the logic of introducing technology to images of the process of successively implemented mini-technologies to develop four system-forming blocks of qualities that make up a charming image as a whole, namely: visual effect, communicative mechanics, fluid radiation, rhetorical techniques. He divides the whole process into six stages:
a) confirmation of the starting conditions for the development of technology;
b) "building" the exterior;
v) communicative mechanics;
G) "fluid radiation";
e) practicing rhetorical techniques;
e) the final one is the consolidation of all mini-technologies into one whole.
Lillian Brown is building her image technology with the role of the media that has grown exponentially over the past twenty years. In this regard, she focuses on such items as: appearance, voice, public speaking, communication with the press, appearances on television and keeping fit.
The following stages of image formation are distinguished:
a) Appearance;
b) Communicative mechanics;
v) Psychological picture;
G) Moral reliability;
e) Analysis and improvement of professionalism;
e) Humanities education;
g) Communication with representatives of the press;
h) The art of a psychotechnologist;
and) Personal orthobiosis technology.
Let us dwell on these stages in more detail. It is believed that people judge us by the first impression we make during the first five to seven seconds of dating. No wonder there is an expression "they meet by their clothes." Moreover, the concept of "clothes" has a very broad meaning: it is a costume, and makeup, and gait, and facial expressions, and gestures.
The costume, hairstyle, accessories depend on the situation. Simple, discreet clothing allows colleagues to see you, rather than what you are wearing. In this way, you can unobtrusively express your individuality. If you are confident that your clothes work for you and match your image, then you can completely forget about them, focusing only on your work.
Neat, tastefully dressed, fit - this is the appearance, kindly perceived by others. The appearance of such a person testifies to his respect for others, which inspires trust in society. The main requirements for clothing are its versatility and neatness. Feeling untidy always evokes negative feelings and indicates disrespect for others. Otherwise, it must correspond to the goals that the social worker sets for himself.
The way a social worker stands, how he walks, how he holds his hands and feet, are judged on the respect or neglect of others. When choosing a pose, you must remember that it must be correct, natural and in harmony with the situation. Professor Birdwhistel researched the act of communication and found that the verbal component of conversation was 35% and the non-verbal component was 65%.
Research results show that information about a professional image is received by the target audience in the process of synthesizing their feelings in approximately the following proportion: vision - 75%; hearing - 13% touch - 6%; smell - 6% ..
Body movements reveal a lot. It has its own silent language, completely independent of what is spoken aloud. "Body language" tells about the mood, about the attitude towards others.
Gestures are designed to reinforce the meaning of the words that the person wants to convey to the listener. A study was conducted of gestures that are used depending on social or official status. The man at the top career ladder, uses words more in conversation, while less educated people rely more on gestures, that is, the higher a person's official or social position, the less he makes gestures and various body movements.
Important attention should be paid not only to manners and postures, but also to the face. Modern studies of the brain clearly indicate that a person's character traits are closely related to his physical structure, and they are best expressed in the face. The physical signs that characterize the ways of verbal expression are mainly concentrated in the area of the mouth; signs associated with logical and evaluative abilities - in the eye area and so on.
Practicing communicative mechanics. At this stage, it is necessary to teach the social worker the art of public speaking, negotiation and conversation, and most importantly, the ability to listen correctly.
The effectiveness of its impact depends on the choice of the right word. Make it a rule to say, "I will gladly do it." Use mainly words that have a positive meaning, that is, emphasizing the aspect of reliability, thoroughness, and conscientiousness. Include active verbs in your phrases and avoid passive nouns.
The social worker must master the technique of face-to-face contact, both on an individual and mass level. For good speech, use the following guidelines:
a) Accentuate important words and subordinate unimportant ones to them;
v) Change the tempo of speech - this gives it expressiveness;
G) Pause before and after important thoughts.
To this should be added the importance of using special tools - communication effects:
a) The effect of the first phrases - reinforces or corrects the initial impression in people; the first phrases should contain interesting information, with elements of originality, immediately attracting attention;
b) The effect of argumentation - the speech should be grounded, convincing, logical, provoking thought and comprehension of information;
v) The effect of intonation and pause - a feature of human perception is that intonation and pauses contribute 10-15% of the increment of information, evoking associations and suggestions among the interlocutors;
G) The effect of artistic expressiveness is a competent construction of sentences, correct words, the use of metaphors, hyperbole, and the like;
e) Relaxation effect - humor creates a natural pause for people to relax, brings them closer and adjusts to a benevolent mood;
e) The effect of the portioned outburst of information is one of the most effective rhetorical techniques for maintaining the audience's attention. This effect is based on a premeditated distribution of new thoughts and arguments throughout the speech space, a periodic interpretation of what was said earlier.
An important component is the moral reliability of a social worker. Although today you rarely hear - "a man of honor." A moral person realizes the need for action, taking into account the criteria verified by human experience. An immoral person is subordinate to his own interests, aspirations, desires. His way is permissiveness. Society needs a morally reliable social worker concerned with spiritual self-improvement. The subject of his special attention should be knowledge about a person.
Analysis and improvement of professionalism (self-education, seminars, speaking at conferences). Any specialist who works with people must be a talented person.
Modern science in the field of problems of society does not stand still, and therefore the social worker is obliged to track innovations and suggest his own.
The next component is the humanitarian education of social workers. FM Dostoevsky has a saying, the essence of which is that humanitarian development makes it easier for a person to master any profession. Many facts, examples from the life of great people testify to the fidelity of this statement. Humanistic values should form the basis of his ideological positions.
Our education system did not always properly prepare specialists in the world outlook. It should be based on reverence for the individual, recognition of the invaluableness of every life, the uniqueness of every person on this earth.
Insufficient demand for humanitarian knowledge negatively affects human development. For example, according to the results psychological experiments, the eye of the Japanese is able to distinguish 47 shades of color, ours - 7. This is a consequence of the decline in our level of humanitarian education.
Thanks to humanitarian knowledge, a person acquires the ability to absorb various information, subject it to sensory and rational processing. This knowledge is the most important conditions for the activities of a social worker.
In view of the fact that the role of the media has greatly increased, it is necessary to periodically or constantly communicate with their representatives. If you are interested in preparing for social life, you must decide what you want to change about yourself before you find yourself in the spotlight. It is not advisable to have your image become a topic of discussion, so that the public decides what changes you should make, instead of accepting you for who you are. A well-thought-out image may not be the main reason why you will be listened to and trusted. A good image removes the barriers between you and people in different positions in society or people of different ages. This is important for a social worker because it is in constant interaction with people.
The main features of the image, if they do not correspond to the standards prevailing in a particular culture and era, "beauty", "reliability", "virtue", "general positivity of the image" and so on, should be adjusted to the required standard and only after that publicly presented to society.
Since the audience of the image is made up of social groups, the communicative processes used to create and change the image are retinal, that is, such processes in which signals are sent to many likely addressees. When the audience of the image consists of large social groups, media channels (television, radio, press) are used as channels for transmitting information. Comparing mass communication with interpersonal communication. N.N.Bogomolova points out the following distinctive features:
a) Mediation of communication by technical means;
b) Social orientation, manifested in the fact that each specific act of mass communication is “always a message not for one specific person, but for large social groups, for a mass of people”;
v) Organized (i.e. managed) and institutional in nature;
G) Increased exactingness to the observance of the norms of communication accepted in society;
e) The “collective” character of the communicator and his “public individuality” (expressed in the fact that the communicator speaks not so much on his own behalf as on behalf of the group he represents);
e) Mass character, publicity, social relevance and frequency of generalizations;
The next important component for the formation of the image is that every social worker must be a psychotechnologist. Psychotechnology is the science of the practical use of psychological techniques for managing people. Psychotechnology is realized in communication and is a system of interrelated, internally motivated psychotechnics, which is based on the analysis of communication and personal improvement. To do this, it is necessary to possess a number of communicative skills: general self-presentation, social-perceptual, expressive-impressive and the ability to situationally-adequate use of techniques and techniques of self-presentation.
In addition, when creating an image, factors of personality subjectivity play a significant role: motivation of a humanistic orientation, a positive, flexible open "I-concept". Subjectivity can be understood as an internal condition for self-presentation of the “I” in communication.
In particular, one of the communication skills is basic empathy.
C. Rogers has a basic definition of empathy. Empathy, as K. Rogers defines it, is the ability to understand and penetrate into the world of another person, and also to convey this understanding to him. The deepest level of empathy is the "way of being", where the perceiving subject "merges" with the perceived. Thus, the social worker experiences an empathic understanding of the client's internal system and seeks to convey this to the client. The personality-centered social worker empathizes with the client. According to Rogers, empathy shows that the social worker feels the inner world of the client's experience as if it were his own, but never goes over the "as if" condition. The social worker understands. He is able to freely transfer himself into the subjective world of the client, perceive in the same way as he perceives, feel the same way as he feels, experience in the same way as he experiences. For this, at a minimum, there must be a transfer to the client of empathic understanding and unconditional positive attention social worker. It is pointless to experience these feelings if the client does not know about them. Therefore, the social worker must convey his attitude in every word and action, and the client must perceive this as a reflection of the social worker's acceptance and understanding.
The next stage of the technology is assigned to personal orthobiosis. Orthobiosis is a reasonable, healthy, rational way of life, consisting of three sections of health: physical, mental, moral.
A positive business image is closely related to health, since a healthy and cheerful person always has more chances to acquire the image of an attractive person who radiates charm and goodwill.
Human health affects not only his well-being, performance, but also his appearance, his mood. We must not forget about the power of beauty.
Psychological health is very important for a social worker. It is not for nothing that a saying has appeared among the people that "all diseases are from the nerves." Therefore, at this stage, it is necessary to learn such self-soothing methods such as rationalization, visualization and relaxation.
Thus, from various methods of forming a positive image, proposed by different authors, we were able to model a universal technology of forming an image for a social worker. It took into account the professional and personal qualities necessary for a social worker to form not only his own image, but also the image of the institution in which he works. The personal component contains certain qualitative characteristics of the personality of a social worker and the corresponding professional skills. In order for the image of a social worker to contribute to the social adaptation of clients, the highlighted characteristics must be positively presented in it, must be constantly and vividly manifested. The behavioral component reflects a system of normatively approved actions and deeds, in which not only personal and professional qualities are externally manifested, but also the possibility of a flexible response of a social worker to situational changes is realized. The relationship component contains a set of ideas about the relationship of a social worker to the most important aspects of his professional activity that are significant for clients.
The process of forming the image of a social worker provides a structural and functional model that reflects the goal (formation of a positive image), tasks (a thorough analysis of the external and internal conditions of the activity of the institution of social work and the employee himself), approach (cultural), principles (humanization, democratization, consistency); stages (analytical-diagnostic, operational-activity, reflexive-productive); conditions and criteria for the formation of the image (mission, internal image, external image).
CHAPTER 2. FORMATION OF THE IMAGE OF THE MINISTRY OF SOCIAL POLICY OF THE KRASNOYARSK REGION
2.1 general characteristics Ministry of Social Policy of the Krasnoyarsk Territory
Minister of Social Policy of the Krasnoyarsk Territory.
Pashinova Galina Egorovna was born on November 10, 1957 in Sim Chelyabinsk region... In 1980 she graduated from the Krasnoyarsk State Pedagogical Institute with a degree in History and Social Science, a high school teacher.
1980 to 1997 - teacher of history and social studies at secondary school number 22.
From 1997 to 2003 - Deputy of the Krasnoyarsk City Council.
Since 2003 - Head of the Main Department of Social Protection of the Population of the Krasnoyarsk City Administration. July 2008 - Minister of Social Policy of the Krasnoyarsk Territory.
The Ministry of Social Policy of the Krasnoyarsk Territory is the executive body of the Krasnoyarsk Territory, which, on the basis of and in pursuance of the Constitution Russian Federation, federal laws and other regulatory legal acts of the Russian Federation, the Charter of the Krasnoyarsk Territory, the laws of the Territory, legal acts of the Governor of the Territory and the Government of the Territory carries out:
1) normative legal regulation and development of draft laws of the region, legal acts of the Governor of the region and the Government of the region in the field social support and social services for the population;
) provision of public services, management and disposal of state property in the field of social support and social services to the population;
) control in the field of social services and social support of the population.
The Ministry is the body of guardianship and guardianship in terms of exercising powers in relation to the property of citizens recognized as missing.
Full official name: Ministry of Social Policy of the Krasnoyarsk Territory.
The Ministry interacts with federal authorities state authorities, state authorities of the constituent entities of the Russian Federation, state authorities of the region and other state authorities of the region, local government bodies, institutions, enterprises and other organizations, citizens on issues within the competence of the Ministry.
The Ministry has the rights of a legal entity, can acquire rights and bear obligations on its own behalf, act as a plaintiff or defendant in courts, has a stamp with its name and the image of the regional coat of arms, a personal account opened in the regional treasury, and other accounts in accordance with the law.
Financing of expenses for the maintenance of the Ministry is carried out at the expense of funds provided in the regional budget, including in terms of the implementation of powers transferred by the Russian Federation - at the expense of subventions from the federal budget.
Location of the Ministry: 660049, Krasnoyarsk, Prospect Mira, 34.
The structure of the Ministry of Social Policy of the Krasnoyarsk Territory.
It includes the Minister of Social Policy, 3 Deputy Ministers, Assistant Minister, Counselor, Secretary of the Minister. The structure also includes departments:
-department of budget planning and execution;
Human Resources Department;
department of accounting and consolidated reporting;
legal department;
department for state orders and capital investments;
department of social payments;
control department
Department for Interaction with Local Self-Government Bodies;
administrative department;
department of analysis and forecast of social development;
Department of Housing Subsidies;
department for veterans, rehabilitated and military personnel;
department for disabled people and people affected by radiation;
information support department;
department of stationary social service institution;
department of social rehabilitation of children;
department of family and organization of children's health improvement;
organizational department.
Tasks of the Ministry of Social Policy:
Ensuring the implementation of state social policy throughout the territory of the region.
Ensuring the implementation of the constitutional rights of citizens of the Russian Federation to social support and social services.
Ensuring the creation of conditions for the effective development of the sphere of social support and social services for the population of the region.
Ensuring permanent management of the property of citizens recognized as missing.
Competence of the Ministry of Social Policy:
Implementation of normative legal regulation on the following issues:
determination of the procedure, conditions and amount of incentive payments for employees of regional state institutions subordinate to the Ministry;
approval of the list of paid services provided by regional government agencies subordinate to the Ministry;
regulation of the exercise by local self-government bodies of certain state powers in the areas of social support and social services for the population of the region (including the powers to organize and carry out guardianship and guardianship activities in relation to persons recognized as incapacitated or disabled, and adult capable persons in need of guardianship for health reasons) in accordance with the laws of the region on the vesting of local self-government bodies with certain state powers;
Development and submission to the Governor of the Territory, to the Government of the Territory draft laws of the Territory, draft legal acts of the Governor of the Territory, draft legal acts of the Government of the Territory in the field of social support and social services for the population of the Territory, including on the following issues:
the establishment and provision of social support measures and the provision of social services to elderly citizens and disabled people, citizens in difficult life situations, as well as orphans, neglected children, children left without parental care who are in social service institutions, social support to veterans labor, persons who worked in the rear during the Great Patriotic War of 1941-1945, families with children (including large families, single parents), victims of political repression, poor citizens;
determination of the size, order of appointment, indexation and payment of monthly child benefits;
establishment of a list of social services guaranteed by the state;
establishment of state standards for social services to the population;
determination of the procedure and conditions for social services to the population;
establishing the size, conditions and procedure for the appointment and payment of state social assistance to persons in difficult life situations.
Participation in the preparation of forecasts for the socio-economic development of the region, the program for the socio-economic development of the region, the draft regional budget, materials and documents that must be submitted simultaneously with the draft regional budget, on issues within the competence of the Ministry, in the prescribed manner.
Providing the Governor of the region with information on the state of affairs in the field of social support and social services for the population of the region for the preparation of an annual report.
Generalization of the practice of applying legislation and analysis of the implementation of state social policy in the field of social support and social services for the population of the region.
Implementation of targeted programs in the cases established by federal laws and other regulatory legal acts of the Russian Federation, the laws of the region, legal acts of the Government of the region.
Organization of social services for the population by regional state institutions subordinate to the Ministry, including the organization of social adaptation and rehabilitation of citizens in difficult life situations.
Implementation of management in accordance with the established procedure of regional state institutions subordinate to the Ministry.
Organization of the provision of subsidies to citizens for the payment of residential premises and utilities and other measures of social support to certain categories of citizens, determined by federal laws, at the expense of subventions from the federal budget, regional laws at the expense of the regional budget (except for categories of citizens whose powers to organize the provision of social support measures are directly attributed to the competence of other executive bodies of the region ).
Implementation of measures for the prevention of neglect of minors and the organization of individual preventive work in relation to neglected and homeless minors, their parents or other legal representatives who do not fulfill their responsibilities for the upbringing, maintenance of minors and (or) negatively affect their behavior or abuse them.
Monitoring the activities of specialized institutions for minors in need of social rehabilitation, providing social services to minors and their families, as well as taking measures to develop the network of these institutions.
Introduction of modern methods and technologies of social rehabilitation into the activities of institutions and services that provide social services to minors and their families.
The Ministry is headed by the Minister of Social Policy of the Krasnoyarsk Territory. The minister has deputies, including a first deputy.
Minister of Social Policy of the Krasnoyarsk Territory:
represents the Ministry in relations with federal government bodies, government bodies of the constituent entities of the Russian Federation, regional government bodies and other regional government bodies, local government bodies, as well as institutions, enterprises and other organizations, citizens;
signs orders of the Ministry;
represents the Ministry without a power of attorney, signs contracts and agreements on behalf of the Ministry and performs other actions on behalf of the Ministry;
organizes the work of the Ministry;
submits to the Government of the Territory a draft regulation on the Ministry, as well as proposals on the maximum number of civil servants and other employees of the Ministry, the salary fund of the Ministry;
approves the staffing table of the Ministry;
approves regulations on departments of the Ministry, official regulations of state civil servants of the Ministry and job descriptions of other employees of the Ministry;
carries out, in accordance with the legislation on the state civil service and labor legislation, the hiring and dismissal of state civil servants of the Ministry, except for persons appointed and dismissed by the First Deputy Governor of the Territory - the Chairman of the Government of the Territory, and other employees of the Ministry;
Distributes duties between the deputy ministers of the region;
Gives instructions that are binding on civil servants and other employees of the Ministry;
encourages civil servants and other employees of the Ministry and applies disciplinary measures to them;
approves the annual work plans and performance indicators of the Ministry, as well as reports on their implementation;
-exercises other powers for the management of the Ministry of the Territory, assigned to it by federal laws, other regulatory legal acts of the Russian Federation, the laws of the Territory, legal acts of the Governor of the Territory, legal acts of the Government of the Territory.
-The Minister of the Territory has the right to delegate the exercise of his individual powers in the management of the Ministry to the Deputy Minister of the Territory or another civil servant of the Ministry.
The Minister of the Territory is personally responsible for the activities of the Ministry.
2.2 Study of the qualities that determine the positive image of a specialist of the Ministry of Social Work of the Krasnoyarsk Territory
Citizens' perception of the image of social welfare institutions affects the effectiveness of solving existing problems in our society. In order to qualitatively solve the problems of providing social services to the population, it is necessary to have a positively formed image of institutions for social protection of the population.
The image of a specialist in the Ministry of Social Policy is a direct continuation of the image of the Ministry of Social Policy and vice versa. That is, in any case, these things are interconnected and have a direct impact on each other.
An image arises only when its carrier object becomes public, that is, when there are subjects of its direct or indirect perception, it is a product of social perception.
The characterization of the profession of a specialist of the Ministry of Social Policy through disclosing its real image makes it possible to clarify the content of its mission in modern Russian society, to understand its place in the world of professions, to understand how significant it is recognized by various groups of the population as significant.
In this thesis research, the real professional image of social work and social service institutions is investigated based on the measurement of indicators such as:
assessment of the prestige of the profession "social work" by the population;
judgments about the reasons for contacting and not applying to social services in the event of a difficult life situation;
assessment of the qualities of social workers by those who applied to social institutions;
Basic indicator of the real image of the profession "social work"
direct assessment of it by respondents on a 10-point scale. Highly (from 8 to 10 points) value the profession of a social worker 25% - every fourth. The share of respondents who gave low marks (1-3 points) is slightly higher - 35%. So, there is a noticeable discrepancy in assessments, which reflects an important point for our study - the image of the profession "social work" in the public consciousness is unstable, it is still being formed (which is associated with the relative "youth" of the profession itself, and with different involvement with its functionality of different groups population).
The picture of the real image of a social organization can be judged by the answers to the following research questions -
"If you have any problems in life, who will you turn to for help?" Analysis of the data showed that 54% will turn to relatives, friends and acquaintances - 52%, to social services - 12%, to deputies - 3%, local administration - 2%, mass media -%, charitable organizations - 1%.
The largest number of elections relates to relatives, more than half of the respondents will turn to them in difficult times. About the same number hope to get help from friends and acquaintances. Social services are not particularly popular; only 12% of the respondents would contact them. And although they rank third in rank, they cannot be called the leader, which indicates a lack of trust in relations with social services and their employees.
Over the past two decades, a new generation of Russians has grown up who, in practice, are convinced that in solving everyday problems one should rely on one's own strength, on a family. Among the reasons why people have not yet turned to social workers, the main one is “I solve my problems myself”. It was indicated by 56% of the respondents who did not use the services of social services.
When contacting the respondents, their opinion was revealed about the reasons why people do not apply to social services. The main reasons include:
They just don't know where to go 36%
To help, you need to collect a lot of papers yourself, certificates 32%
Don't know what kind of real help 27% can get
Afraid of being rude or indifferent 16%
Most likely, there is still no money to help 19%
There are people who work there who can do little 16%
Employees have little desire to help 9%
Comparison of the choices made by the respondents allowed us to build the following sequence:
) people do not know where to turn;
) too troublesome;
) do not know what kind of real help they can get;
) do not want to face the rudeness and indifference of social workers;
) believe that social workers do not have adequate funds;
) social workers can do little;
) employees have no desire to help.
These statements negatively characterize the professional image of social work specialists and contain clear doubts about their willingness, readiness and ability to provide assistance to clients.
A comparison of the data obtained suggests that many of the non-positive or cautious characteristics given to social work specialists are associated not with real experience of communicating with them (or the experience of familiar people), but, on the contrary, with the fact that most of the population does not come into contact with social services.
The inconsistency in assessing the characteristics inherent in social workers is also manifested in the statements of those who had direct contacts with specialists.
The respondents identified the following typical qualities of specialists in social institutions - patience, benevolence, self-control, honesty, decency, education.
Personal contact, direct interaction with representatives of the professional group have a significant impact on the emerging image of the profession and professionals in the public mind. The involvement of the audience in personal interaction with workers in the social sphere, as well as in interaction with them within the framework of institutions for social protection of the population, is an important factor in shaping the image of a social organization.
Among the respondents selected for the study, the majority (60%) communicated with specialists working in social protection institutions, respectively, 40% of respondents did not apply to social protection institutions and have no experience of communicating with specialists in social work.
According to the materials of our survey, the main share of appeals falls on the district departments of social protection of the population. The share of those who applied to the centers of social assistance for families and children and social rehabilitation centers is also significant. Obviously, the ideas (negative or positive) about the significance and content of the professional activities of social workers in this category of respondents were formed on the basis of their personal impressions of specific people with whom they interacted, from the results of this interaction.
Conducting a survey on the quality of social services provided at the Ministry of Social Policy of the Krasnoyarsk Territory, we asked respondents to rate the criteria for a positive image for the institution under study in terms of their importance:
90% of respondents noted such personal qualities as benevolence, sincerity, responsiveness;
70% of respondents - high professionalism of employees;
45% of respondents noted the availability of information about the activities of the institution, specialists, services;
40% -high quality of social services rendered by specialists;
From the data obtained, we can confidently state the fact that in order to form a positive image of a social institution, it is not enough to rely on modern material equipment or on the quality of services provided and on the placement of information about the institution. The most important thing is the human factor, the presence of positive personal qualities and professional competence of employees.
Thus, the main thing in the formation of the image of a social organization is the formation of the image of its employees. Based on this, the main focus of further research is a more detailed study of the positive image of a social worker as the main criterion for a positive image of an institution.
This part of the study involved people working in the Ministry of Social Policy of the Krasnoyarsk Territory, students of the Russian State Social University.
To find out to what extent the respondents are capable of creating a positive image, psychological tests were proposed that determine the main qualities characteristic of a social worker ( Appendix A-E). The qualities of professional and social competence were highlighted in this test group.
Table - 1. Subject tests to determine the qualities
Qualities of professional and social competenceTestsCommunityTest "Can you communicate" InfluenceTest "Do you know how to influence others" Ability to listenTest "Do you know how to listen" ResponsibilityTest "Who am I? Captain? Helmsman? Passenger?" self-control in communication "
The tests are taken from the book "Psychology and Ethics of Business Communication" edited by Professor V.N. Lavrinenko.
Jose Silva's training (Appendix G) was used as training for relieving tension and stress.
The tests proposed in this study are not required for employment. They are conducted in order to determine the strengths and weaknesses of the individual. The study aims to help, based on the data obtained, in creating a positive image of the social worker.
Formation of an image is not a change in a person's personality. This process cannot make one person completely different. Therefore, it is important for a specialist to know the basics of psychology in order to be able to assess the psychological characteristics of his own personality and to correctly use his strengths and weaknesses. Understanding personality traits can help to understand the reasons for the existence of the created, original image. Knowing one's own merits and demerits (for doing any kind of work, since there are practically no merits and demerits "in general", except for the observance of moral standards) is a significant advantage of every social worker. This knowledge is the key to the correct application of strengths and avoidance of situations associated with the manifestation of weaknesses. This knowledge alone can contribute to improving the impression made by a social worker on others, which, in fact, is the image.
Not everyone can become a social worker. The defining criterion is the system of his spiritual values. The value attitudes of professional social work in all its varieties are reduced to universal human values, respect for the honor and dignity of a person, and the uniqueness of his personality.
The style of behavior of a social worker, conditioned by the totality of his personal qualities, his value orientations and interests, has a decisive influence on the system of relations that he forms. This means that the role of his personal qualities is very great in professional activity and the choice of a profession.
The image is polyphonic, multi-layered: it absorbs many characteristics of the subject, trying to demonstrate individuality through them. In the structure of the image, one or several features are distinguished that make up its basis, the so-called image constants.
That is why the problem of positive perception of the social worker's image is relevant for this study. The respondents will assess their professional and personal qualities and, thus, will be able to determine what qualities need to be developed.
Let us present the data of testing the severity of the qualities of professional and social competence in a social worker.
Professional competence is understood as specific knowledge, abilities and skills in a certain area, the ability to perceive and process information.
In the course of the study, the respondents identified the professional qualities necessary for a social worker. These are such qualities as education, responsibility, competence, the ability to listen, the ability to speak, the ability to find a compromise, flexibility of thinking, tolerance.
At the same time, 70% of those tested feel responsible for everything that happens to them, take on a lot, overcome difficulties without exaggerating them or raising them to the rank of life problems. They can be called the captains of their own lives. They see a problem in front of them and think about how it can be solved. What they feel at the same time, what is happening in their souls is a mystery to those around them.
30% of respondents have situations that do not concern them in any way and for which they do not bear any responsibility, but nevertheless, if required, still take responsibility upon themselves. They are willingly helmsmen, but they can, if necessary, transfer the steering wheel into the right hands. When assessing the reasons for their own difficulties, they are quite realistic. Flexibility, discretion and sensitivity are usually their allies. And, as a rule, they know when to do it. They know how to live in harmony with other people, without breaking their inner harmony with themselves.
There were no "passengers" of their own lives among the tested. Irresponsible people who blame anyone for their difficulties, the whole world, but not themselves.
The test data is consistent with public perception of the social worker's image. A high level of responsibility allows you to effectively present a positive image in society.
An assessment of the ability to influence showed that 60% of respondents are people who have excellent prerequisites to effectively influence others, change their behavior patterns, teach, manage, and guide them on the right path. In situations like this, they usually feel like a fish in water. We are convinced that a person should not close in himself, avoid people, stay on the sidelines and think only of himself. He must do something for others, guide them, point out to them the mistakes they have made, teach them so that they feel better in the surrounding reality. Those who do not like this style of relationship, according to the test takers, should not be spared. They are endowed with the gift of convincing others that they are right. But it is also necessary to be careful so that this position does not become overly aggressive. In this case, they can easily turn into a fanatic or a tyrant.
% are often right, but it is not always possible to convince others of this. They believe that their life and the lives of those around them should be subject to strict discipline, common sense and good manners, and its course should be quite predictable.
The influence of the social worker was not singled out among the qualities of professional competence among the respondents, but the author singles it out as necessary. The right influence of the social worker on the client determines which side he takes. It is the ability to influence that helps the social worker to direct a person to solve his problem.
Therefore, it is encouraging that among the respondents there is a large percentage of people who have all the prerequisites for effectively influencing others.
There are also many mistakes in the field of communication, which prevent not only from making a favorable impression, but also from simply hearing and understanding what the interlocutor is saying, and conveying his thoughts to him. Interruption of the interlocutor's speech can be considered the most serious mistake. This not only shows disrespect, but also makes it difficult to understand important points of the conversation. An integral quality of a social worker is the ability to listen, since by the nature of his work it is necessary to listen to a large number of people with various problems.
50% of respondents have above average listening skills.
% have an average level. But 20% of respondents need to observe themselves in the process of communication, as their listening ability is below average. This ability must be developed in oneself.
Also, an integral quality for a social worker is the ability to present information to the client so that he can understand it. This is the capacity for fascination.
Fascination (translated from English) is a verbal impact on people, which minimizes the loss of information. You can talk monotonously and boringly or fun and interesting. Each of the performance styles has a different effect. It is possible that in the first case, the listeners will want to take a nap. In the second case, the speaker can sharpen their interest in their speech.
The respondents need to develop this ability, teach oratory, since most of them (60%) cannot convey information without loss.
The respondents working in the field of social work are constantly improving their level of education by participating in various specialized conferences. They successfully complete training courses. Also publish own articles in scientific collections. The level of public perception of the education of social workers is adequate to reality, which undoubtedly affects a positive image.
Thus, professional qualities in society's perception of the image of a social worker are reflected in the level of trust and desire to interact with him. Therefore, responsibility and education are the necessary qualities of a specialist in the Ministry of Social Policy.
Social competence includes the ability to communicate, cooperation, conflict resolution, leadership, the ability to negotiate, achieve goals, adaptability, learning, personal initiative, willingness to take responsibility, and the like.
The social qualities highlighted by the respondents inherent in a social worker are sociability, kindness, honesty, charm, humanity, ability to empathize, emotional stability, tact and visual attractiveness.
Studying the level of sociability, we found that 20% of the respondents are sociable to a certain extent and feel quite confident in an unfamiliar environment. However, they converge with new people with caution, they are reluctant to participate in disputes and disputes.
50% have normal communication skills. They are inquisitive, willingly listen to the interlocutor, are patient enough in communicating with others, calmly defend their point of view, at the same time they do not like noisy companies, and verbosity irritates them.
At the same time, 30% are very sociable, curious, talkative, like to speak out on various issues, willingly meet new people, are in the spotlight, do not refuse requests to anyone, although they cannot always fulfill them. What they lack is perseverance, patience and courage when faced with serious problems. This can be easily fixed if desired.
Among the respondents, there were no self-contained people, which predisposes them to communication. But they also have inhibitory factors that need to be corrected. According to the data of public perception, sociability is an important quality of social competence.
For a social worker, such a manifestation of emotion as an attraction is necessary.
Attraction (attraction, attraction) is a visually fixed emotional attitude of a person to someone in the form of a manifestation of sympathy or readiness for communication. This state of people is characterized by spontaneity. You can even say so: an inexplicable attraction or a heightened need for communication.
This attitude towards people is characteristic of 50% of the respondents. For the rest, the attraction is not absent, but manifests itself to a lesser extent.
Self-control is essential for effective communication. 10% of the tested have low communicative control, that is, their behavior is stable and do not consider it necessary to change depending on the situation. They are capable of sincere disclosure in communication, from which some consider them "uncomfortable" due to their straightforwardness.
% have average communicative control. They are sincere, but not restrained in their emotional manifestations. However, they are considered in their behavior with the people around them.
High communicative control was found in 30% of the respondents. They easily enter any role, respond flexibly to changing situations, feel good and can anticipate the impression they make on others.
Working out the communicative technique of communication is an important task of imaging. Every attempt at a serious solution is a real approach to mastering the technology of personal charm.
The most important quality for a social worker that stimulates the creation of a positive perception of the image is willpower. 30% of respondents have highly developed willpower. You can rely on them, they will not let you down. They are not afraid of new assignments, long trips, or those things that frighten others. But sometimes their firm and irreconcilable position on unprincipled issues annoys others. Rather, it is stubbornness. They lack qualities such as flexibility, tact, indulgence, kindness.
60% have average willpower. If they run into obstacles, they take action to overcome it. But if they see a workaround, they will immediately use it. They do not overdo it, but they will keep their word. They will try to do the unpleasant work, although they will grumble. They will not take on unnecessary responsibilities of their own free will. This sometimes negatively affects the attitude of leaders towards them, not with better side characterizes them in the eyes of colleagues.
% of the tested have a low level of volitional qualities development. They just do what is easier and more interesting, even if it might hurt them in some way. Responsibilities are neglected, which is the cause of various troubles that happen to them. Any request, any obligation is perceived almost as a physical pain. The point here is not only weak will, but also selfishness.
As a result of the data obtained, the volitional qualities of many respondents need to be developed. Social work is designed to solve various problems people, and many of them cannot be solved without the development of a certain level of volitional qualities. It is by making volitional efforts that you can create a favorable image perceived by society.
% would like to advise to reconsider their attitude to work and life. Carefree childhood has already ended and it is necessary to move into adulthood.
In the process of work, a social worker has to deal with solving problem situations, which adversely affects his emotional stability due to stress factors.
The proposed stress relief training is a versatile and effective way to relax and relieve stress.
% had slight difficulties during the training due to frivolity towards it. But after a few sessions, they were able to completely relax.
% were able to immediately relieve internal stress. This indicates the urgency of this problem for them. Most likely, this group of respondents often encounters stress in their work. In no case should the tension be kept inside oneself, otherwise it can lead to a nervous breakdown.
External attractiveness also plays a big role in the formation of a positive image of a social worker. Of all the respondents, none of the respondents wear a purely business dress code. They can resort to it when there is a conversation with the authorities. Business style interferes with confidential communication, which is very important for a social worker. It can be used by the heads of social institutions and preferably not constantly.
% in their work use a personal and business style that predisposes to communication and does not exclude a share of formality. Of course, this is the use of rectangular shapes in combination with a sweater for a man, which gives a person quite experienced, with high control over his behavior. For women - a suit with a skirt and "handmade rectangular objects".
The remaining 50% use a personal and delicate style in their work, which characterizes a person who is far from ambition, executive, cautious and diplomatic. Women with this style boldly play with colors.
It should be noted that respondents choose a certain style depending on the situation.
Thus, the formation of a positive image of a specialist of the Ministry of Social Policy is a purposeful process that requires great efforts from a person. It includes such components as the level of professional characteristics, the degree of self-esteem or the level of social characteristics, and ways of presenting the image in society.
The two sides of the image of a specialist - external and internal - must balance each other. For example, a specialist from the Ministry of Social Policy performs well in the external environment, they know him as educated, modern, dynamic and so on, they trust him, they look up to him, but in his institution he does not consider it necessary to make efforts to preserve this image. He can raise his voice to a colleague, brush him off, forget his promise. In this case, the likelihood of a tense atmosphere, conflicts, outflow of qualified employees who know their worth is very high. There is no need to talk about a stable, healthy corporate culture of the institution. And it will hardly be possible to hide it from the external environment. Sooner or later, his perfectly built external image can “collapse” under the imperfection of the internal one. It also happens the other way around: a specialist from the Ministry of Social Policy does not consider it important and necessary to go out into the external environment in a thought-out and “strategic” way. In this case, be prepared that the perception of the image in society will not be positive.
At the same time, a specialist from the Ministry of Social Policy can be a highly educated professional, but without the ability to empathize with the client's problems, tough, straightforward. This will create a repulsive attitude towards him, since in his work he is called upon to help people, not only with scientific justification, but with a sympathetic word, advice, listening to the problem.
On the other hand, he has very developed qualities of social competence, but there is no corresponding level of education. He will give the impression of an empathic person, but completely incompetent in professional matters. Therefore, one should pay attention and develop the qualities of both professional and social competence.
A successfully created image indirectly guarantees a high quality of service, serves as evidence that a professional works in an exemplary manner, maintaining order in everything. Thus, the image forms respect for the social worker as a professional, trust in his suggestions and recommendations.
A properly formed professional image, in fact, becomes a symbol of the profession and really helps to achieve success, evoking positive feelings in others (manager, colleagues, clients). Such unconscious approval arises because a person corresponds to people's ideas about the ideal image of a representative of a particular profession.
The results of the study dictated us to dwell in more detail on the image of the organization's employees, because when evaluating the criteria for a positive image for the institution under study in terms of their importance, the respondents noted:
90% - benevolence, sincerity, responsiveness;
70% -high professionalism of employees;
45% - availability of information about the activities of the institution, specialists, services;
40% - high quality of social services rendered by specialists;
20% - good material and technical equipment of the institution, the availability of modern computer equipment, the sanitary condition of the building and the territory.
But it must be remembered that for the formation of the image of a social organization it is not enough to use only one component of the image. The technology of forming the image of a social organization includes the image of social services, and the image of clients, and the image of managers, and the image of employees, social and visual image, to which Chapter 1 of this work was devoted.
Conclusion
image social policy
So, the study showed that there is no unambiguous definition of the concept of "image". Many authors interpret it from different points of view. Also, many identify "image" with other concepts such as "image", "opinion", "reputation". It is not worth refuting these provisions due to the fact that they all have common features with peculiarities inherent to each other.
Due to different approaches to the study of the image, there are different classifications and technologies for its formation.
Image is of particular importance for social organization. Citizens' perception of the image of social welfare institutions affects the effectiveness of solving existing problems in our society. In order to qualitatively solve the problems of providing social services to the population, it is necessary to have a positively formed image of institutions for social protection of the population.
The image of an institution for social protection of the population is a stable, emotionally colored image aimed at creating, maintaining and strengthening a positive public opinion about the institutions of the system of social protection of the population, the quality of social services.
The personality of a specialist of the Ministry of Social Policy plays a very important role in society. As an intermediary between the state and the person receiving social services, a specialist from the Ministry of Social Policy must have a trusting, understanding image. Often it is by personality that the organization as a whole is judged.
There are various psychological characteristics of an individual image, and each of them has a different effect on the image itself and on its perception by others. One or another type of temperament, the level of openness to people is of great importance. These characteristics cannot be completely changed, but some corrections can be made that will serve for a positive perception.
The result of the study was the understanding that in order to form a positive image of a social institution, it is not enough to rely on modern material equipment or on the quality of services provided and on the placement of information about the institution. The most important human factor is the presence of positive personal qualities and professional competence of employees.
Thus, the main thing in the formation of the image of a social organization is the formation of the image of its employees.
Also, various technologies of image formation were studied. As a result, a technology was modeled for the formation of the image of a social worker - as the main component of the image of a social organization. It contains specific characteristics that a specialist from the Ministry of Social Policy should have. These are such characteristics as communicative mechanics, moral reliability, humanitarian education, the art of a psychotechnologist.
The specialist is in constant contact with people, therefore, with all his appearance and behavior, he should not repel. It should predispose to communication, emotional experience and trust.
The practical part also offered recommendations for improving the appearance for effective interaction with people.
The specialist of the Ministry of Social Policy is the face of the institution. They should pay great attention to the creation of their image, for this it is necessary to know not only the main components of the image, and the ways of their formation, but also to be able to use psychological and behavioral techniques in practice.
A specialist from the Ministry of Social Policy needs to form an appropriate image, which is also an important psychocorrectional factor. As a result, he will become more confident, actively communicative. The knowledge gained remains an information bank for building positive relationships in various societies, helps to highlight their personal and business qualities, artificially shade their shortcomings, and gain psychological confidence in communication.
The paper considers the system of marketing and organizational - economic ways of forming an image.
Popularization of the system for the provision of social services, holding PR events, creating a fund for the development of the image, determining the structure of image management, creating a system of incentives - these are methods that can be safely recommended for use in work not only to the Ministry of Social Policy, but also to others. social institutions.
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48.Image / www.valadoff.narod.ru/1r<#"justify">Annex 1
Test. Who am I? Captain? Steering? Passenger?
If you want to know yourself, answer each of the proposed questions truthfully: "yes", "no", "I do not know."
1.I always feel responsible for everything that happens in my life.
2.There wouldn't be so many problems in my life if some people changed their attitude towards me.
.I prefer to act rather than reflect on the reasons for my failure.
.Sometimes it seems to me that I was born (born) under an unlucky star.
5.I believe that any problem can be solved, and I do not really understand those who have any difficulties in life.
6.I love helping people because I feel grateful for what others have done for me.
7.If there is a conflict, then thinking about who is to blame for it, I usually start with myself (myself).
.Sometimes I think that those people are responsible for a lot in my life, under whose influence I became (became) the way I am.
.I believe that alcoholics themselves are to blame for their illness.
.If a black cat crosses my path, I cross to the other side of the street and wait for someone to pass in front of me.
.If I catch a cold, I prefer to treat myself on my own, rather than resorting to the help of a doctor.
.I believe that other people are most often to blame for the absurdity and aggressiveness that annoy a woman so much.
13.I am sure that every person, regardless of the circumstances, must be strong and independent.
.I know my flaws, but I want others to treat them condescendingly.
15.I usually put up with a situation that I am unable to influence.
For each answer “yes” to questions 1, 3, 5, 7, 9, 11, 13 and answer “no” to questions 2, 4, 6, 8, 10, 12, 14, 15, give yourself ten points, for the answer is “don’t know” - five points, then calculate the total number of points. The answer is at the end of the test.
150 points. You are the captain of your own life, you feel responsible for everything that happens to you, you take on a lot, overcome difficulties without raising them to the rank of life problems. You see a problem in front of you and think about how you can solve it. What happens in your soul is a mystery to those around you.
99 points. You are willing to be the helmsman, but you can, if necessary, transfer the helm to the right hands. When assessing the causes of your own difficulties, be realistic: flexibility, sensitivity and discretion are always your allies. You know how to live in good harmony with other people, without breaking the inner harmony with yourself.
Up to 49 points. You are often a passenger in your life, you easily obey external forces, believing that this is how circumstances, fate and the like have developed. You blame anyone for your difficulties, but not yourself. True independence seems unattainable and impossible to you.
Appendix 2
Test. Your sociability level
This test will help you look at yourself "from the outside", find out if you are communicative enough, correct in relations with your colleagues, employees, family members.
Answer each of the 16 questions quickly and unambiguously: "yes", "no", "sometimes."
1.You have an ordinary or business meeting. Does her expectation unsettle you?
2.Does the assignment to deliver a report, message, information at any meeting or meeting cause confusion and displeasure?
.Are you putting off your visit to the doctor until the last moment?
.You are offered to go on a business trip to a city where you have never been. Will you do your best to avoid this business trip?
.Do you like to share your experiences with anyone?
.Are you annoyed if a stranger on the street asks you to (show the way, give the time, answer a question)?
.Do you believe that there is a problem of “fathers and children” and that people of different generations find it difficult to understand each other?
.Are you ashamed to remind your friend that he forgot to return the money that he borrowed a few months ago?
.In a cafe or canteen, you were served an obviously poor quality dish. Will you remain silent, only angrily pushing the plate away?
.Finding yourself alone with a stranger, you will not enter into a conversation with him and will be burdened if he speaks first?
.You are horrified by any long line, wherever it may be. Do you prefer to give up your intention or stand in the tail and languish in anticipation?
12.Are you afraid to participate in any conflict resolution commission?
.You have your own purely individual criteria for evaluating works of literature, painting, culture and do not accept any other people's opinions on this matter. This is true?
.Having heard somewhere on the sidelines the statement of an obviously erroneous point of view on a question well known to you, do you prefer to remain silent and not to enter into an argument?
.Do you feel annoyed by someone asking for help with a particular business issue or academic topic?
.Are you more willing to express your point of view (opinion, assessment) in writing than orally?
Evaluation of results. "Yes" - 2 points, "sometimes" - 1 point, "no" - 0 points. Sum up the received points and use the classifier to determine which category you belong to.
32 points. You are clearly uncommunicative and this is your problem, since you suffer from this not only yourself, but also people close to you. Try to be more sociable, control yourself.
29 points. You are withdrawn, not talkative, prefer loneliness, new work and the need for new contacts unbalance you. You know this feature of your character and are dissatisfied with yourself, therefore it is in your power to reverse these character traits.
24 points. You are, to a certain extent, sociable and feel quite confident in unfamiliar surroundings. However, you get along with new people with caution, you are reluctant to participate in disputes and disputes.
18 points. You have normal communication skills. You are inquisitive, willingly listen to the interlocutor, are patient enough in communicating with others, calmly defend your point of view, at the same time you do not like noisy companies, and verbosity irritates you.
13 points. You are very sociable, curious, talkative, like to speak out on various issues, willingly meet new people, be in the spotlight, do not refuse requests to anyone, although you cannot always fulfill them. What you lack is perseverance, patience and courage when faced with serious problems. This can be easily fixed if desired.
8 points. You must be a shirt-guy. Sociability hits you with a key, you are always aware of all matters, willingly take part in all discussions, willingly take the floor on any occasion, take on any business, although you cannot always successfully complete it. For this reason, peers and supervisors treat you with some apprehension and doubt.
points or less. Your communication skills are painful. You are talkative, intervene in matters that have nothing to do with you, willingly or unwittingly, are often the cause of all sorts of conflicts. Hot-tempered, touchy, biased. People at work and at home find it difficult to be with you. Think about it.
Appendix 3
Test. Assessment of self-control in communication (according to Marion Snyder)
With this test, you can determine your level of control when communicating with other people. Read carefully those ten sentences describing reactions to certain situations. Rate each of them as true or false for yourself. Correct - designate with the letter B, and the incorrect - with the letter N.
- The art of imitating other people's habits seems difficult to me.
- I would probably be able to "play the fool" in order to attract attention or amuse others.
- I could make a good actor.
- Sometimes it seems to other people that I am experiencing something more deeply than it really is.
- In a company, I rarely find myself in the spotlight.
- In different situations and in dealing with by different people I often behave in completely different ways.
- I can only defend what I am sincerely convinced of.
- To succeed in business and in relationships with people, I try to be what people expect me to be.
- I can be friendly with people I hate.
- I'm not always what I seem.
Evaluation of results: one point is awarded the answer "H" for 1, 5, 7 questions and for the answer "B" - for all the rest. Calculate the amount of points.
3 points indicates low communicative control, i.e. your behavior is stable and do not consider it necessary to change depending on the situation. You are capable of sincere disclosure in communication, which makes you "uncomfortable" by some because of your straightforwardness.
6 points indicates average communication control. You are sincere, but not restrained in your emotional manifestations. However, you reckon with the people around you in your behavior.
10 points indicates high communicative control. You easily enter any role, react flexibly to changing situations, feel good and can anticipate the impression you make on others.
Appendix 4
Test. Do you know how to influence others
Answer yes or no to the following questions:
1.Are you able to envision yourself as an actor or politician?
2.Are you annoyed by people dressing and acting extravagantly?
.Are you able to talk to another person about your intimate experiences?
.Do you react immediately when you notice the slightest signs of disrespect for yourself?
.Do you feel spoiled when someone succeeds in the area that you consider most important to yourself?
.Do you love to do something very difficult to demonstrate to those around you your extraordinary capabilities?
.Could you sacrifice everything to achieve an outstanding result in your business?
.Do you like to lead a measured lifestyle with a strict schedule of all activities and even entertainment?
.Do you strive to keep your circle of Friends constant?
.Do you like changing the environment at home or rearranging furniture?
.Do you like trying new ways to solve old problems?
.Do you like to tease overconfident and arrogant people?
.Do you like to prove that your boss or someone very authoritative about something is wrong?
If you answer “yes” to questions 1, 3, 4, 5, 6, 7, 10, 11, 12, 13 and if you answer “no” to questions 2, 8, 9, 5 points are awarded each time. (No points will be awarded for other answers to the same questions.) Results.
65 points. You are a person with excellent prerequisites to effectively influence others, change their behavior patterns, teach, manage, guide them on the right path. In these kinds of situations, you usually feel like a fish in water. You are convinced that a person should not withdraw into himself, avoid people, stay on the sidelines and think only of himself. He must do something for others, guide them, point out to them the mistakes they have made, teach them so that they feel better in the surrounding reality. Those who do not like this style of relationship, in your opinion, should not be spared. You are endowed with the gift of convincing others that you are right. However, you need to be very careful that your position does not become overly aggressive. In this case, you can easily turn into a fanatic or a tyrant.
and less points. Alas, although you are often right, you are not always able to convince others of this. You believe that your life and the lives of those around you should be subject to strict discipline, common sense and good manners, and its course should be quite predictable.
Appendix 5
Test. Are you a strong-willed person?
1.Are you able to complete the work you have begun that you are not interested in, regardless of the time and circumstances allow you to break away and then return to it again?
2.Do you effortlessly overcome internal resistance when you need to do something unpleasant for you (for example, go on duty on a weekend)?
.When you find yourself in a conflict situation - at work or at home, are you able to pull yourself together enough to look at the situation with maximum objectivity?
.If you are prescribed a diet, can you overcome all culinary temptations?
.Will you find the strength to get up earlier than usual in the morning, as planned in the evening?
.Will you stay at the scene to testify?
.Are you responding quickly to emails?
.If you are afraid of an upcoming flight on an airplane or a visit to the dentist's office, can you do without special labor overcome this feeling and not change your intentions at the last moment?
.Will you take a very unpleasant medicine that your doctor insistently recommends to you?
.Will you keep the promise made in the heat of the moment, even if fulfilling it will bring you a lot of trouble, in other words - are you a man of your word?
.Do you hesitate to take a trip to an unfamiliar city if necessary?
12.Do you strictly adhere to your daily routine: waking up time, eating, exercising, cleaning, etc.?
.Do you disapprove of library debtors?
.The most interesting TV show will not make you postpone urgent and important work. Is it so?
.Will you be able to interrupt the quarrel and shut up, no matter how offensive the words of the “opposing side” seem to you?
Each answer "yes" is estimated at 2 points, "sometimes" - 1 point, "no" - 0 points. Then the sum of the points gained is calculated.
Results:
If the sum of points is in the range of 0-12, then you have a low level of development of volitional qualities. You just do what is easier and more interesting, even if it may hurt you in some way. Treat your duties with negligence, which is the cause of various troubles that happen to you. You perceive any request, any obligation almost as a physical pain. The point here is not only weak will, but also selfishness.
20, then you have average willpower. If you run into obstacles, take action to overcome it. But if you see a workaround, immediately use it. Do not overdo it, but keep your word. You will try to do the unpleasant work, although you grumble. You will not take on unnecessary responsibilities of your own free will. This sometimes negatively affects the attitude of managers towards you, and does not characterize it from the best side in the eyes of colleagues.
30, then your willpower is highly developed. You can be relied on, you will not let you down. You are not afraid of new assignments, or long trips, or those things that frighten others. But sometimes your firm and irreconcilable position on unprincipled issues annoys those around you. Rather, it is stubbornness. You lack qualities such as flexibility, tact, indulgence, kindness.
Appendix 6
Test. Do you know how to listen?
The concept of "communication skills" also presupposes the ability to establish a friendly atmosphere, to understand the problems of the interlocutor. Answers from ten test questions are scored as follows:
“Almost always” - 2 points, “In most cases” - 4 points, “Sometimes” - 6 points, “Rarely” - 8 points, “Almost never” - 10 points.
1.Do you try to "end" the conversation when the topic (or the interlocutor) is not interesting to you?
2.Are you annoyed by your partner's mannerisms in communication?
.Could another person's unfortunate expression provoke you to be harsh or rude?
.Do you avoid entering into conversation with an unknown or unfamiliar person?
.Are you in the habit of interrupting the speaker?
.Do you pretend that you are listening carefully, but you yourself are thinking about something completely different?
.Do you change the topic of conversation if the interlocutor touches on a topic that is not pleasant for you?
.Do you correct a person if in his speech there are incorrectly pronounced words, names, vulgarisms?
10.Do you have a condescending and mentoring tone with a touch of disdain and irony towards whoever you are talking to?
Evaluations of results
The more points, the more developed the listening ability. If more than 62 points are scored, then the listening ability is above the "average" level. Usually, the average score of listeners is 55. If the score is lower, then you should watch yourself while talking.
Appendix 7
Training. Jose Silva's two-minute stress reliever.
The following procedure can be performed in your office, in a parked car, in the closet, or anywhere else where no one will disturb you. Do not hurry. Take it seriously. Do it as if your life depended on it. (And this is possible.)
Sit comfortably. If your belt, tie or shoes are tight, let them go. Gather your fingers into a fist. Squeeze it tightly. Relax. Remember the feeling of relaxation. Clench your teeth. Prepare to remember the feeling of relaxation. Relax your jaw. Do the same with the ankle, relax it. Now close your eyes, take a deep breath and exhale, then turn your eyes slightly upward. Recreate this feeling of relaxation on the scalp and forehead. Feel this relaxation in the eyelids, on the face, on the jaw. Become aware of your neck and shoulders. Relax them. Relax your chest and abdomen. Pay your attention to your upper back and relax it. Now move to the lower back. Relax her. Now hips, knees, legs, ankles, feet and toes. Relax every inch. Do this for a full minute. Then slowly count backwards from 25 to 1. Visualize a quiet place you can remember - your bed, your favorite chair, your yard, meadow, hill, beach - any quiet place you can remember. Imagine yourself there for a moment. Now mentally repeat: “Every time I relax like this, I go deeper, faster. Time is my friend. It works for me. When I open my eyes at the count of five, I will be cheerful, I will feel great, confident, completely in control of myself. One two Three. When I reach the count of five and open my eyes, I will be awake, I will feel great, confident, completely in control of myself. Four five". Open your eyes. "I am cheerful, I feel great, confident, completely in control of myself." This exercise does not take you two minutes. It adds time to you. If you don't think time is elastic, try waiting for the bus to arrive or for the kettle to boil. Compare the feeling of wasted time with thinking of something more interesting and creative.
You cannot stop the clock. But you can actually slow them down. Think less about time, relax, and you will meet the "impossible" deadlines, there will even be time left. And you will live longer.
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