The Concept of «Public Image of a Personality»: theoretical analysis

Introduction. The article analyzes the concept of «public image of a personality» in the context of the information society and digital communications. Its role in social adaptation, professional formation and personal development is investigated. Aim. To determine the conceptual boundaries of the concept and its difference from related definitions. Methods. The analysis of scientific literature, comparative analysis, systematization and generalization were used. Results. The public image of a personality is defined as a complex socio-psychological formation that reflects a set of ideas, stereotypes, emotional assessments and cognitive schemes formed in the public consciousness about a particular person. Conclusions. It has been proved that the public image of a personality is a complex cognitive and affective construct that is interconnected with social status, media influence, communicative competence, and psychological mechanisms of self-presentation.