Positive Associations as a Universal Basis for a Public Figure Image in the Digital Environment

Abstract

There are various options for building a personal image: it can be built on the basis of the given communication goals or on the basis of the target audience preferences and perceptions. In this study, it is proposed to use positive associations connected with the festal occasions of the respondents as the basis of the image.The work is based on the material obtained as a result of online research and offline methods. The authors oppose direct questions about the ideal image of a media person. The optimal technique allows to determine the elements of the dynamic model of the image, suitable for a specific target audience. The image is built from the abstract to the specific: from determining the source of a festal (positive) event and its associations to constructing an ideal personal image.The personal image built on the basis of the proposed model is resistant to destruction and is applicable in various fields of activity.