THEORETICAL AND METHODOLOGICAL PRINCIPLES OF MODELING THE IMAGE OF THE STATE IN THE CONTEXT OF MULTIMEDIA COMMUNICATION

Abstract

The system of state positioning on the domestic and foreign markets is considered. The author’s formula of the leader’s image is proposed. Positive positioning on the world market contributes to the attraction of investments and the development of the country. Creating an image begins with the creation of a personal image of a citizen, a national leader, which will strengthen the country’s brand. The factor that will strengthen the authority of the state is the fight against corruption, not in words, and the transparency of the system according to the scheme of priorities: People – State – Stable economy – Human rights (author's concept). The image of the state and its investment attractiveness are formed on many levels. These are the actions of authorities, international economic relations at the level of companies, coverage of information in the mass media; projects of public diplomacy and behavior of Ukrainian citizens in Ukraine and abroad. Work on the image of the state consists in creating the most attractive image of the country, replicating positive and attractive information manifestations in the world media and attracting the attention of foreign investors and international partners, whose activities will be relevant for the formation of the state and improvement of the standard of living of its citizens. Attention is focused on multimedia communication, the interaction of the object whose image is being formed with the target audience through media tools. The problem of creating a state image is the most priority area for politicians, economists, state-makers, educators, pedagogues, and scientists.