The Specifics of Forming the Image of Municipal Employees in the Media Space

The article presents an analysis of the specifics of forming the image of municipal employees in the modern media space.To achieve the goal, qualitative research methods were used, namely, a focus group interview with student youth.The negative impact of the media on the formation of the image of municipal employees, the replication of such negative traits as a tendency to corruption, bureaucracy, greed, irresponsibility, and selfishness were established.The results of the study showed a selective approach of young people to choosing information channels.According to students, official information channels provide less interesting content, which is impersonal and declarative.Among young people, the request for targeted information that would reflect the specific results of the activities of government representatives, their personal contribution to solving socially significant problems is relevant.Representation in the media space of everyday practices of "public service", maintaining collectively shared values to the greatest extent ensures the formation of a positive image of municipal employees.The article concludes that it is necessary to develop media competence of municipal employees, allowing them to form and maintain a positive image of the municipal service.In particular, it is necessary to develop such skills as self-presentation in social networks, creation of meaningful media content, including techniques of individual narration and reflection of socially significant experience in solving problems of local communities.