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DIFFERENT APPROACHES TO THE CONTENT-ESSENCE OF THE
CONCEPT "IMAGE OF EDUCATIONAL INSTITUTIONS" AND
FORMATION THEORIES
Karimov Ulug‘bek Usmonovich
senior teacher at School of Finance Technology and
Science katta o‘qituvchisi,
Tashkent city, Uzbekistan
https://doi.org/10.5281/zenodo.13268260
Currently, the problem of forming the image of the head of the organization
is relevant for many managers. A positive image allows the manager not only to
establish himself in business circles as a professional in his field, but also to
influence the formation of the image of the entire organization, which, in turn,
has a positive effect on its competitiveness, expansion of opportunities in the
implementation of activities, conquest of new market segments, etc. This applies
not only to large trading, manufacturing, information and other companies, but
also to educational institutions, in particular, preschool educational institutions.
Therefore, the formation of a positive image of the head of an educational
organization is a very urgent task for modern specialists in this field. Trends in
the development of society determine the urgent need to distinguish themselves,
their organization among a huge number of competitors, thereby encouraging
the heads of educational organizations and preschool educational institutions to
consciously and purposefully form their image and the image of the preschool
institution, including for a more effective influence on the audience of the
implementation of the goals and objectives facing the institution. In recent years,
this problem has been the subject of numerous studies from both the
psychological and pedagogical science points of view.
The problem of forming a positive image of a leader was studied by N. V.
Krotova, E. V. Klepper, A. Eropkin, and others.
The development of modern imageology is carried out by such specialists as
N. V. Galiullina, N. I. Levshina, A. Yu. Panasyuk, G. G. Pocheptsov, and V. M.
Shepel.
The study of the nature, structure and factors of the formation of the image
of the leader is carried out by specialists in various fields of science:
management and marketing (for example, A. Anderson, P. Drucker, M. Mescon,
M. Albert, F. Khedouri, A. A. Altshuller), sociology and political science (A. E.
Binetsky, A. D. Karnyshev), psychology (E. B. Perelygina, V. A. Petrovsky),
pedagogy (D. A. Belukhin, A. S. Makarenko, V. A. Sukhomlinsky, K. D. Ushinsky,
etc.).
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Psychological aspects of the formation of the image of a professional leader
were covered in their scientific works by E. V. Grishunina, P. S. Gurevich, R. F.
Romashkina, V. M. Shepel, etc.
From the above it follows that many scientists are studying the problem of
forming a positive image of the head of an educational organization. However,
despite this, there are currently no widely used programs for forming a positive
image of the head of a preschool educational institution.
Largely due to the specific nature of the activities of educational
organizations, a positive image of the head contributes to the formation of a
positive image of the entire organization, which, accordingly, opens up
additional opportunities for the development of schools.
To achieve this goal, the following tasks are set and solved in the article:
1) to analyze the psychological and pedagogical literature on the problem of
the formation of the image of the leader and on its basis to derive the essence of
the concept of "positive image of the head of the educational institution of
preschool educational institution";
2) to carry out diagnostics of the formation of the image of the head of the
educational organization in order to find further ways of its formation in
modern conditions.
In the context of our study, we will analyze the essence of the concept of
"image". The term "image" arose in the West in the 50s of the twentieth century
and was initially used in advertising. In Russian practice, the literal translation
of the English word "image" - "image, picture" has received widespread use in
everyday life, despite the fact that the concepts of "image" and "image" have
different historical and cultural meanings. In the framework of the
psychoanalytic approach and the theory of psychological motivation, the term
"image" is an ideal image that selectively directs the perception of one subject by
another, and in turn, is the basis of entire systems, not only in advertising, but
also in politics and public life [1]. At this stage of the development of social
relations, they began to talk and write about image as a phenomenon of modern
reality. Since the middle of the twentieth century, this term has been actively
used by entrepreneurs as a designation of an effective means of psychological
influence on consumers. Thus, according to N. V. Beketov, "in American and
Western culture, the phenomenon of image began to be understood in three
aspects:
1) image as a phenomenon of economic processes;
2) image as a political technology;
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3) image as a role model" [2, p. 59].
Due to the versatility of this concept, there are ambiguous interpretations in
modern practice. The public consciousness has become entrenched in the idea of
image “as a certain value, on the presence and quality of which success in life
depends, as does the success of any activity, be it collective or individual
activity” [4, p. 12]. Many specialists in the field of management, marketing,
advertising, etc. are studying the issues of image formation. A significant
contribution to the development of this problem was made by V. M. Shepel, L. A.
Lobareva, G. I. Marchenko, I. A. Noskov, R. F. Romashkina, A. P. Pelikh, T. G.
Kizilova, A. G. Pronchenko, P. S. Gurevich, L. F. Benediktova, G. G. Pocheptsov,
and others.х3ъ
Summarizing the above definitions of the concept under study, we can say
that in modern science (management, marketing, psychology, sociology, etc.)
two main approaches to its understanding have developed:
1. The first approach unites authors (G. M. Andreeva, I. D. Ladanov, V. M.
Shepel, M. G. Yaroshevsky), who consider the image as formed in the
consciousness, emotionally colored and with inherent characteristics of an
image of someone or something, close to a stereotype.
2. The second approach is based on the point of view of such authors as O. S.
Vikhansky, A. B. Zverintsev, Yu. A. Panasyuk, who define image as a
representation or opinion formed by a certain group of people regarding some
object.
Thus, image is a multifaceted phenomenon. On the one hand, it can be
considered as an emotionally charged image of someone or something, an idea
or opinion formed by a certain group of people regarding some object, on the
other hand, as a means of development and self-improvement of the individual.
O. V. Bukharkova and E. G. Gorshkova associate the problem of forming the
image of the head of an educational organization with the formation of the image
in the following areas:
- a conceptual image consisting of a personal mission, professional,
aesthetic and ethical values;
- a visual image, including the appearance, style of clothing, design of the
head's office;
- a behavioral image consisting of moral values, leadership style and
communication style;
- a communicative image associated with such forms of self-presentation
and communication as verbal, non-verbal, extralinguistic, proxemic forms, as
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well as forms of interaction with the teaching staff and other subjects of
professional activity [4].
The formation of the image of the head of an educational organization is directly
related to his character traits, the quality of his activities and the peculiarities of
interaction with the teaching staff and other subjects of the educational process.
Thus, the analysis of psychological and pedagogical research on this problem
allowed us to establish that image is a multifaceted concept that includes an
emotionally charged image of the head, an idea or opinion that has developed in
a certain group of people regarding the head, a means of development and self-
improvement of the personality of the head of the educational organization. The
criteria for the image of the head of an educational organization are sociability,
morality and mental health, acquired life qualities. The formation of a positive
image is influenced by objective and subjective factors.
References:
1. Yung K. G. Soznanie i bessoznatelnoe : Sbornik. Saint Petersburg :
Universitetskaia Kniga, 1997. 538 p.
2. Beketov N. V. Imidzh: retrospektiva i kul-turologicheskii analiz fenomena //
Digest Finance. 2008. No. 5 (161). P. 58-62.
3. Feofanov O. A. SShA: reklama i obshchestvo. Moscow : Mysl, 1974. 262 p.
4.https://cyberleninka.ru/article/n/formirovanie-polozhitelnogo-imidzha-
rukovoditelya-doshkolnogo-obrazovatelnogo-uchrezhdeniya-v-sovremennyh-
usloviyah.
